Thursday, October 02, 2003
MANAGEMENT: CAM Skill Development
Having taught strategic sales to over 10,000 CAMs, I am forming some strong opinions about field sales personnel. Below are the five leading management challenges facing channel professionals today.
1. CAMs are not prepared for business discussions with their accounts. While knowledge about vendor logistics, products and pricing are high skills and comfort in other critical areas ranging from general business acumen to demand creation are lacking. An honest skills assessment is the required first step to change.
2. CAM training is not effective in changing a CAM’s skills. Training fails not because the content is wrong, but because after training they go right back into the same unproductive habits. No matter how well trained a CAM is, the tools and the process limit effectiveness. The environment, not training drives change.
3. CAMs are not respected and do not have Equal Business Stature. Channel customers do not have respect for CAMs as business people and advisors. By definition, a rep is someone who tells you about their products. Data and insight are the quickest ways to change that perception.
4. Channel programs not successful in meeting provider needs. Programs historically are centered on support needs instead of demand creation. Vendors need to automate support issues and free up CAMs to address channel provider business concerns.
5. Product collateral fails to communicate. Communication between CAMs and providers is poor. ‘One size fits all’ materials and promotions actually fit none of the partners. Message, vehicle and timing all need improvement.
My articles and posts over the next few weeks will address each of these key issues in further depth.
Scott@ChannelVentures.com
Having taught strategic sales to over 10,000 CAMs, I am forming some strong opinions about field sales personnel. Below are the five leading management challenges facing channel professionals today.
1. CAMs are not prepared for business discussions with their accounts. While knowledge about vendor logistics, products and pricing are high skills and comfort in other critical areas ranging from general business acumen to demand creation are lacking. An honest skills assessment is the required first step to change.
2. CAM training is not effective in changing a CAM’s skills. Training fails not because the content is wrong, but because after training they go right back into the same unproductive habits. No matter how well trained a CAM is, the tools and the process limit effectiveness. The environment, not training drives change.
3. CAMs are not respected and do not have Equal Business Stature. Channel customers do not have respect for CAMs as business people and advisors. By definition, a rep is someone who tells you about their products. Data and insight are the quickest ways to change that perception.
4. Channel programs not successful in meeting provider needs. Programs historically are centered on support needs instead of demand creation. Vendors need to automate support issues and free up CAMs to address channel provider business concerns.
5. Product collateral fails to communicate. Communication between CAMs and providers is poor. ‘One size fits all’ materials and promotions actually fit none of the partners. Message, vehicle and timing all need improvement.
My articles and posts over the next few weeks will address each of these key issues in further depth.
Scott@ChannelVentures.com
