"Partner goodwill is generated because of exceptional tech support"

Kailash Katkar  
MD & Chief Executive Officer
Quick Heal Technologies

Quick Heal Technologies believes that building a lasting bond between partners and an organization takes a lot of effort and thought. This primarily implies understanding things from a channel partner’s perspective. And here the factors that come into play are monetary benefit, a smooth supply chain, and the quality of a product, providing marketing materials, cooperative advertising to generate brand pull. Value-added communication that includes addressing grievances and concerns and training to help the partner succeed, go a long way to ensure a strong relationship. 

Engaging Channel Partners…

The rudimentary business results that both vendors and channel partners desire are essentially the same: to run a profitable and sustainable business, increase revenue and satisfy customers. Channel partners nowadays demand stronger integration with their vendors, better information dispersal and more relevant training. They seek recognition and reward programmes that are attuned to their business.  

“In our case, partners’ goodwill is also generated because of our exceptional tech support. Cumulatively, we invest in channel partners’ success by offering them above and beyond additional incentives; tools that will help ensure business success. This demonstrates a strong commitment to the partnership,” says Kailash Katkar, MD & Chief Executive Officer, Quick Heal Technologies.

He further adds, “As already mentioned, they basically look out for vendors who have stable policies and principles, essentially vendors whom they can trust. Channel management needs to be grounded in mutual trust, reinforced by genuine business relationships that automatically generate loyalty and brand alignment. This includes continuous improvements in the vendor-partner business relationship, ensuring focus and skill development, or concentrated partner enablement, profitability, deliverables and improving sales capabilities, etc. Understanding that channel partners desire relationships that not only drive sales revenues but create service opportunities, helps in better defining the process.” 

Channel Policy…

Over the years, Quick Heal understood what works and what absolutely does not. This allows the company to gauge the sentiments involved and frame policies that are in their best interest. Quick Heal takes into consideration incentive programmes and the support tools that work with them (e.g., training, lead generation support, etc) and demonstrates its commitment to a win-win relationship.

Kailash opines, “We never discount a channel partner’s concerns regarding profitability and always try to strengthen their capabilities, foster their growth and add value. We try and incorporate the knowledge and experience that the channel partners bring with them. So, there are three important things that we never compromise on when executing a channel relationship programme – inform, educate and support. The IT security industry is mainly driven by traditional channels. However, we have separate and dedicated teams working on emerging channels. We understand that these partners have the potential to make an incredible impact.” 

Quick Heal’s focus is to capitalize on the knowledge and experience of the partners and collaborate with them to co-create the next-generation programme that improves business relationships and leads to lasting partner’s loyalty.  

Partners Engagement…

Kailash asserts, “We deliver what we promise. There are numerous instances where initially the partner had a lot of concerns. But when we kick-started our distribution activities, backed their efforts with our exceptional tech support, kept a smooth and continuous supply chain that delivered quality products, we were successful in converting a ‘No’ to a definite ‘Yes’.”  Quick Heal partners have come to realize that the company has consistent and stable policies and they can trust it as far as delivery is concerned. Some of the initial nay-sayers have today become Quick Heal staunch promoters.