The China Factor

Chapter 16The West: Place => Partnerships

We cannot enter into alliances until we are acquainted with the designs of our neighbors.

—Sun Tzu, The Art of War

Questions Answered in This Chapter

• I have usually been quite successful in the past demonstrating my product's value just to functional or technical decision makers, who are often at the working level. But lately I find that these types of decision makers don't seem to be the primary decision makers. Has the dynamic changed?
• In some countries I need to use partners for my customer engagements. But more and more customers are complaining about this and saying that my Chinese competitor is using a direct-sales approach. Why can't I? What do I do?

Chapter Outline

1. Selling Direct versus Through Partners—Know Your Customer's Preference
2. Partners Are Key and So Is Your Involvement
   1. Engage with Channel Partners
   2. Educate Your Channel Partner
   3. Partner with Your Customer
   4. Form Public-Private Partnerships
   5. Partner with the Competition: Coopetition
3. Place and Presence

Selling Direct versus through Partners—Know Your Customer's Preference

You should know how your customers want to be approached and what kind of relationship or engagement clicks with them. How do they learn about your product and gain confidence in it and in you? Do they prefer to be engaged directly or through a local distribution channel? Know their preference.

Customers in emerging markets are not the same as those in developed markets, and they have different ...