Trust agents

One of the books that sits just out of arm’s reach by my desk is Chris Brogan’s Trust Agents. The premise of Brogan’s thesis is pretty simple: before you can sell someone on your service or product, you have to prove that you’re trustworthy. You have to earn the right to tell someone, “I think this would be a good fit for you.” 

The channel works in a similar way, and that very idea is the channel’s greatest advantage. Why do small businesses work through the channel? Because those VARs and MSPs have become trusted advisors.

To whom should a small business turn when they need a new software solution or a break-fix? To a massive conglomerate? Of course not – they should look toward the partners who know their organization intimately and can best advise them.

We speak often of the channel being the most effective way for SMBs (and SOHO and home users, too) to get the services they need without becoming just a number on a call sheet. Our partners, our channel partners – they get to know you and your business before they make any sort of recommendations. And that’s what trusted advisors do.

The channel is full of trust agents, and it’s where we’ve always suggested people go for help.