Pricing Strategy for Different Channels with Larry Walsh

<p><strong>Larry Walsh</strong> is the leading go-to-market advisor to technology executives, channel leaders, and solution providers around the world. Widely known for his ability to cut through problems and challenges facing vendors, distributors, and solution providers, Walsh is sought for his advice, counsel, insights, and consultation on channel strategies and technology market trends.</p> <p>In this episode, Larry shares how to determine channel profitability and the economic equation that goes with it. He talks about how brand presence is one of the determining factors to persuade channels to take the risk of selling your product. He also differentiates how you can make money or compensate channel partners for selling a product directly versus selling a subscription for a product. He also shares what his company, Channelnomics, does.</p> <p> </p> <p><strong>Why you have to check out today's podcast:</strong></p> <ul> <li>Learn how to structure your process in terms of relationships you want to create with your channel partners in order to meet the types of need you have</li> <li>Understand the pricing strategy that goes with having channel partners, so you get them to convince to sell your product instead of the competitors'</li> <li>Find out the sales motion [sales model] you want to operate on so you determine how to set the compensation and who sets the price</li> </ul> <p> </p> <p><strong>"Once you fall out of that zone where there's none of the endemic margin in your pricing to support yourself plus your partners, then stop selling to your partners."</strong></p> <p><em>- Larry Walsh</em></p> <p> </p> <p><strong>Topics Covered:</strong></p> <p>01:38 - How he transitioned from being the newspaper editor to a channel guy</p> <p>03:22 - What he thinks of channels</p> <p>05:17 - A channel being a sales motion</p> <p>06:08 - Talking about parallel channels and channel strategy</p> <p>07:20 - Pricing strategy for channel partners</p> <p>11:15 - What he thinks as a mistake when dealing with channel partners<