Master Agent Featured Articles

The Value of the Master Agent is Evident in the Relationship

January 04, 2013

By Susan J. Campbell, TMCnet Contributing Editor

In the world of the master agent, there are a variety of strategies employed to drive success. For some, that means outfitting a portfolio with every possible solution a customer could possibly want. For others, it means specializing in a few key areas, earning recognition as a specialist in that field. Still others may prefer to carry only specific vendors according to their leadership position in the market. The only question is which method is the right one to achieve your goals?

This concept was explored in a recent report that examined the purpose of the tip of the spear as it relates to the master agent relationship in the market. For explanation, the tip of the spear is a reference to the point in the relationship where the real work is accomplished. In other words – it is the point of the sale where the master agent is joined and supported by the channel manager.

The ultimate success or failure of the carrier and master agent relationship weighs heavily on the sharpness of this spear. When the relationship is solid, the spear is sharp and carriers enjoy more business. In fact, even carriers offering marginal solutions and feature sets have enjoyed great success simply because the relationships they manage are so strong. The master agent who has a tight relationship with the channel manager finds that the product is easier to sell and the customer’s problems are easier to address and resolve.

This tip of the spear is dangerously sharp, which means the supplier gest more business. Likewise, the channel manager is able to get satisfaction for sales engineering and pricing requests quicker than others. They ask the necessary questions to dig deeper than the standard solution can address. Thinking is focused outside of the box and engineers are engaged so they are motivated to do more with their product than just matching the competitor’s offering. The resulting orders are larger and the customers tend to be more loyal.

When this type of relationship is in place, everyone wins. The customer gets exactly what they need and enjoys a satisfactory interaction; the carrier builds better brand perception with the customer and in the market; the master agent appear knowledgeable and trustworthy (not to mention the added monies made); and the channel manager enjoys the fruits of his or her labor. The resulting sales cycle is smoother and the designed solution is customized according to the customer environment. The price is weighted on value instead of whether it’s low or high.

For Telarus, the strength of its solutions is found in the strengths of partners with which it continues to build relationships. The company aims to attract only those companies who strive to continuously bring best-of-breed technology to users and ensure the optimal experience for everyone involved.

To find out more about Telarus (News - Alert), visit the company at ITEXPO Miami 2013. Taking place Jan. 29- Feb 1, in Miami, Florida, be sure to visit Telarus in booth # 1023. For more information on ITEXPO (News - Alert) Miami 2013, click here.

Edited by Jamie Epstein

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