Photo by Phil WalterGetty Images

(Photo by Phil Walter/Getty Images)

Coach First, Sell Later

Every channel partner has been to a conference where vendors have pitched their solutions on stage. Instead of taking this approach, go a different route. Educate first, sell later. Here are the details.

A client recently asked me to make a presentation on their behalf at an industry event. I said I would do it, but told my client that I didn’t want to talk about the company or the product.  In my opinion, the best use of his company's time on stage would be spent talking about what is going on in the industry and identifying strategies for successfully navigating the rapidly changing environment. The client was resistant, saying, "Everyone else will be doing a commercial for their busi

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