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Marching Orders 2018: Listen, Learn and Lead

What can Microsoft partners do differently in 2018 to make a business breakthrough? We put that question to 16 top experts, including KEITH LUBNER, MANAGING PARTNER, C3. For more tips on finding success in the Microsoft channel in 2018, read our full Marching Orders feature here.

While technology is a great enabler, it is also the impediment to your success as a selling organization. It is becoming increasingly difficult for prospects and customers to differentiate your offerings from those of the competition because it's so easy and simple for the buyer to gather information on you before your first interaction with them.

The divide between buyer and seller is becoming wider, I'm afraid. To overcome this, one must boost their soft skills, not their technology skills, in order to connect, understand and differentiate. In 2018, you should remember these three words in order to pivot your path to greater success: listen, learn, lead. Do more listening when interacting with buyers. Listening allows you to learn more about their unique challenges. And when you know more, you can lead the buyer to a solution that you tailor fit to them.

Keith Lubner is managing partner of C3, a global consulting organization focused on channel strategy, design, enablement, outsourcing and training for growing companies. He is also co-founder of Channel EQ, providing 2.0 channel training for peak performance.

Posted by Keith Lubner on February 26, 2018


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