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HOW TO: Build better links with channel partners

Quantifying your brand’s strengths and weaknesses in channel mindshare will give you a benchmark to measure improvements, says Graham Smith, marketing manager at SCI Sales Group

While product, price and profitability undoubtedly play an important part in the mindshare of your channel partners, there are other issues to consider. Trust, ambitions, loyalty, communication and synergy (TALCS) are perhaps less obvious components of mindshare, yet equally powerful. SCI Sales Group recently conducted a survey on LinkedIn and asked over 100 channel and account management experts what was their greatest challenge. Mindshare was top of the list. But before you can improve mindshare, you need to quantify your current position.