Training and certification allow partners to demonstrate their commitment

Technology is an ever-evolving industry. What information or products that are relevant today may be seen as ancient a week later. Given the complexity of today’s products and services, it stands to reason that a deep understanding of your company’s offers is essential for effective sales. Understanding the advantages, correct uses, and the best techniques for selling and servicing, as well as determining the appropriate target audience, are all part of this process.

Investing in training and certification allows partners to demonstrate their commitment to being a trusted advisor to their clients and increasing industry standards through quality assurance. It also generates new income streams for the partner, such as installation, support, and maintenance, assuring long-term client involvement.

Wojtek Zyczynski, Channel Director, Emerging Markets, Citrix

“Certifications and technical training are a critical part of any transformation. Investments in these areas are investments to your teams. They are essential to grow and expand a business. Indeed, the development of cloud-based approaches and other trends such as hybrid work or the IT security challenges requires new skills and competencies. Thanks to regular certifications and training, teams get access to the necessary updates and knowledge to drive digital transformation,” said Wojtek Zyczynski, Channel Director, Emerging Markets, Citrix.

These benefits are well understood by many of the vendors. To stay on the cutting edge, retain their partner membership, and provide trustworthy advice to consumers, Middle East channel partners are spending well in training and certification. Because of remote working and the reduction in travel during the pandemic, there is an increased number of partners who have invested in virtual training and certification.

The financial expenditure is a minor price to pay when it comes to establishing their standing as a trusted counsel to their consumers. Customers are far more inclined to collaborate with businesses that invest in upskilling their employees and offering services that are supported by their suppliers.

Mukesh Kumar, Alliances and Channel Director – the Middle East and North Africa, Salesforce

“First, channel partners need to understand the challenges of their customers and the industry, and then identify which solutions are required to address those needs. Channel partners should understand which certifications will help them to grow their solution’s capabilities. In turn, partners can be trusted advisors who empower customers’ digital transformation and growth,” advises Mukesh Kumar, Alliances and Channel Director – the Middle East and North Africa, Salesforce.

For the best of results, it is advised for certification and training to be a part of the team’s daily routine and time for learning to be allocated across the organization. The path should be paved for proper habits to emerge throughout an organization. Companies can keep employees engaged and organize internal rewards and contests to promote and encourage participation.

Sometimes companies only provide training as part of the Channel Partner Programme, without providing certificates. It’s critical to have an effective certification procedure in place once a successful channel training program has been implemented. Successful training results in certification, which ensures that a channel partner is capably preserving your brand image. Another benefit of certification is expiration. Once the certificate shows that the training is expired, it becomes a routine to renew and refresh knowledge.

Scott Kemish, Global Vice President Channel Sales at Entrust

“Customers are looking for more than just a ‘box shifter’ or supplier and are instead looking to partners to act as trusted advisors. Together, they can mutually benefit and form long term partnerships to advise, help and address their business challenges. Investing in training and certification enables partners to demonstrate their commitment to being an expert with their customers and one that is dedicated to raising standards in the sector by providing quality assurance,” said Scott Kemish, Global Vice President Channel Sales at Entrust.

If companies are serious about their performance, they need to have proper training and certification programme with their partners. If not it will be equivalent to leaving outcomes to chance.