Fighting the Inevitable – Your Value Outside of Markup

We know that in the technology channel, partners play a critical role in bridging the gap between manufacturers and end-users. However, the traditional focus on product sales as the primary revenue driver and source of income is quickly diminishing. To stay competitive and deliver greater value to customers, channel partners must shift their focus to services. Here is why.

Evolving Customer Expectations

Today’s customers demand more than just one product; they seek solutions that address specific business challenges. Services like implementation, customization, integration, and ongoing support provide the value customers are looking for. These services not only ensure the technology works as intended but also optimize it for the unique needs of the business.

Sustainable Revenue Streams

While product margins are subject to constant fluctuation due to competitive pricing pressures and manufacturer rebate adjustments, services offer stable and predictable revenue. By offering managed services, consulting, and training, channel partners can build long-term relationships with clients, fostering loyalty and recurring income opportunities.

Increased Differentiation

Focusing on services enables channel partners to differentiate themselves in a crowded marketplace. Products are often similar or identical across resellers, but tailored service packages demonstrate expertise, build trust, and highlight a commitment to customer success. This differentiation is crucial in standing out and building a strong reputation.

Higher Profitability

While hardware or software sales often come with razor-thin margins, services can yield higher profitability. Skilled labor, expertise, and value-added offerings often command premium pricing, allowing channel partners to invest more in growth and innovation.

Alignment with Modern Business Models

As technology shifts toward cloud-based solutions and subscription models, the focus is increasingly on the experience and outcomes delivered over time. Channel partners who excel at guiding customers through adoption and achieving measurable results will be better positioned to succeed in this landscape.

Vendor Expectations and Pressures

The reality for every manufacturer, software provider, telecommunications company, any supplier today – is that they are under tremendous pressure to improve return on their investments. Streamlining supply chains and becoming more intimate with customers comes at a cost to them and to partners. What they can reward disproportionately are the value-adds that gets them to a sale and that does not often include margin.

Conclusion

The technology ecosystem is changing, and channel partners must adapt to remain relevant. By prioritizing services over product margins, they can deliver greater value to customers, build lasting relationships, and create sustainable growth for their business. In this evolving landscape, it is clear: the future belongs to those who focus not just on what they sell, but on how they help.

If you are retooling your approach to services alignment and need help, contact us to learn about how we can and have helped companies along this journey.