“Achieving all-round business is the key to success with the channel”

Rajesh Goenka
VP - Sales & Marketing
Rashi Peripherals Pvt. Ltd

Rashi Peripherals believes that passion for developing relationship for business and achieving business objectives with a channel partner is the key to the motivation as a distributor and this is also a value add that distributors like Rashi Peripherals provide to their vendors.

Channel partner’s sentiments 

“Due to various macroeconomic situations and fluctuating dollar rates, the channel partners are confused a bit. Also, the technology shifting gears from desktops to laptops and notebooks and now tablets has further complicated the matter, rendering the partners confused as to which technology to focus on. So, most channel partners are currently trying to consolidate their strengths and optimize the same. However, moving forward, we expect the situation to improve and more business consistency,” said Rajesh Goenka, Vice-President – Sales & Marketing, Rashi Peripherals, Pvt. Ltd.

Channel Policy

“Optimum stocking and financial rotation and margins are the key drivers for the policy. However, long-term business objectives also play an important role to determine the policy framing. Channel profitability, no stock dumping and regular payment cycles are the parameters which are adhered to. At Rashi, we devise various programmes which are targeted for sell out from our channel partners. This means that we also focus on tier-2 and tier-3 channel partners, educate them, train them and help them to promote mid- and high-end products. To achieve this, of course we have our own evaluation process for identification of such partners. Surveying new markets is the first step. In fact, Rashi has been the first to survey branch offices in many cities. This is based on our study and analysis of the current, short-term and long-term business potential,” says Rajesh.

“No” to “Know”

Rajesh opines that there are several success stories within Rashi where partners have refused to start reselling a particular brand. However, after several persuasive meetings and making him to attend a training programme, the partner was convinced to start. Since then, there has been no looking back and this particular partner is now the number one reseller in the entire country. So, persuasion and consistent efforts always give positive results.

Channel Management

According to Rajesh, achieving all-round business with a win-win situation is the key to success with the channel. It starts with initiating a channel partner to promote a specific brand and a product line to helping in sell through and guiding through the financial business cycle. In India, businesses are still running on relationships and trust based on each other and this is the key in channel management between a distributor and channel partner.