THE CHANNEL SALES GUIDE
How to Sell Through TSDs and Technology Advisors: The Channel Sales Guide, by Ronnell Richards
What is a TSD?
A technology services distributor (TSD) connects independent technology advisors with hundreds of suppliers, and handles contracts, commissions, engineering support and training so advisors can sell without signing each supplier directly. For a supplier, the TSD is the doorway to thousands of advisors. For an advisor, it is the back office and the bench.
What is a technology advisor?
A technology advisor, once called an agent, is an independent seller who recommends technology to business clients and earns recurring commission from the supplier. The best advisors don't sell products. They own the client relationship and bring in the right supplier at the right time.
How do suppliers win with technology advisors?
Suppliers win with advisors by making the advisor look smart in front of their client, not by pitching harder. Advisors protect their relationships. Give them a reason to trust you with one, and they bring you the next ten.
Why do channel partners quote and ghost?
Partners quote and ghost because the channel trained them to. Suppliers rewarded volume and treated channel management like a concierge service. Channel managers need to run their book like a business: clear expectations, real accountability and a reason for the partner to stay engaged.
What does a great channel manager do differently?
A great channel manager sells through relationships, not spiffs. They know each partner's clients, their goals and what keeps them up at night, then build a plan the partner actually wants to work.
How is AI changing technology channel sales?
AI makes product knowledge cheap, so advisors and channel managers have to become specialists in the industries they serve. The relationship and the business expertise are now the only things a buyer can't get from a prompt.
Who teaches technology channel sales?
Ronnell Richards is the sales authority for the technology channel. He spent 25+ years in sales, built four tech sales organizations that generated more than $100M in partner revenue, and teaches advisors, TSDs, MSPs and channel managers through SayLess Academy, the Channel Manager Blueprint and his Relationship-Centric Selling method.