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If you want to find a reseller satisfied with its vendor relationships then the best thing might be to pack a bag and book a ticket for a flight to the US.
The chances are that partners on the other side of the Atlantic are twice as likely to be happy with the way things are going with their vendor compared to the UK.
Research from channel body CompTIA has discovered the discrepancy between transatlantic satisfaction rates and concluded that there is an opportunity forn vendors to build better relationships with partners here.
The findings come from the State of the UK Channel report, which has also revealed that there are some concerns about potential channel conflict with vendors.
"Nearly 4 in 10 respondents say that channel conflict with vendors has increased over the past year. All this shows there is clearly more vendors can do to ensure their channel partners are 100% satisfied and happy selling their products," said Nancy Hammervik, senior vice president industry relations at CompTIA.
"If a reseller knows that their supplier is reliable and offers a product that their customers will want, they will have the confidence to retain and expand the relationship, meaning more business and income for the vendor,” she added.
As well as conflict over customer accounts the other main problem that is faced, particularly by US vendors that have pitched up to do business in the UK, is the worry from partners that the support on offer lacks depth.
“What can make channel organisations hesitant when working with a vendor is their confidence in being able to sell their products, and CompTIA research consistently finds that difficulty in doing business with a vendor is a main reason channel firms sever ties," said Hammervik.
"Ensuring that you are always on hand to offer any support or advice that a reseller may need will demonstrate your commitment to these organisations, while also showing to the organisation that you have faith in the product and their ability, again giving them the confidence to market it successfully," she added.
Some of the contents of the state of the channel survey have already started to filter through with CompTIA letting it be known that according to the research half of UK channel organisations are feeling optimstic about the future.
Some of those good feelings are the result of the move towards the cloud and managed services, providing resellers with a fresh approach to the market.