MY TURN I BY RAY VAN STRATEN Dear Valued Partner
T hat’s how the letter always starts, whether it s a product announcement, policy update or program rollout — “Dear Valued Partner.” I’ve written some version of that line countless times across 30 years on the supplier side of the music products industry. And in every case, whether I was writing for myself or on behalf of another executive, my standard was always the same: Whatever followed that salutation had to exhibit partnering behavior or its use would be invalidated, diminishing the reputation of the company and sender.
provide insights that help both sides plan future investments.
CREATE COMPELLING ORIGINAL CONTENT AND EVENTS. The top retail partners use the manufacturer’s assets to maintain brand integrity while bringing their own voice and style to the presentation. They invest in local or targeted online market- ing to attract new customers while nurturing the relationships with existing ones. INVEST IN PEOPLE. Elite dealers ensure their floor staff and online sales teams are thoroughly trained on key features and benefits, specifica- tions, and price and performance value proposition. HONOR COMMITMENTS AND POLICIES. Engaged dealers ask all the right questions and understand every nuance before ever putting pen to paper or committing to a pur- chase target. No vendor likes to end a relationship with a retailer over either an agreement or policy issue. Sadly, I’ve seen these letters land in dealers’ mailboxes with a “Dear Valued Partner” salutation. Retailers: If you’ve ever felt a gap between the salutation at the top of a vendor letter and the experi- ence behind it, trust that instinct. Manufacturers: If you can’t iden- tify the behaviors that make the word “partner” genuine, stop writing it at the top of the letter. The word has never been the problem. MI Ray van Straten is a strategic advisor to founder- led and challenger brands in the music and pro-audio products industry. With over three decades in sales, marketing, leadership and executive roles, most notably at Yamaha and QSC, van Straten has served on the NAMM Board of Directors. Learn more at vanstratengroup.com.
Think about other places that word shows up. Busi- ness partners. Domestic partners. Accountability partners. The contexts are wildly different, but we intuitively understand what the word means in every one of them. The following are some defining characteristics of a reputable vendor partner. THEY COMMUNICATE OFTEN . They alert customers about new product introductions with ample notice so they can plan and manage their purchasing decisions. They also don’t hesitate to inform when things go wrong, like a shipping delay or a newly discovered product issue. A retailer should never be the last to know about some- thing that affects their ability to run their business. THEY UNDERSTAND YOUR BUSINESS. A conscientious vendor recognizes that no two retailers are the same. Each one serves a distinct market, reaches different customers and brings something unique to the table. Their support should reflect that.
“A conscientious vendor recognizes that no two retailers are the same.”
THEY DEFAULT TO TRUST. Sometimes, you have to make things right even when the circumstances aren’t fully clear. If they come from a place of trust, no issue is too big to solve. THEY GROW THE PIE. The best vendors drive demand for their brand — making it visible, desirable and top of mind. That’s one of a manufacturer’s fundamental responsibilities. While many compa- nies today also sell directly to consumers, they should also be able to demonstrate how their efforts are building broader demand for the brand in ways that benefit everyone in the channel. Growing the pie is partnering. Taking a bite off someone else’s plate is not. But of course, any good partnership requires mutual engagement and reciprocity. Over the years, it became evident to me that great retail partners: SHARE OPENLY AND TRANSPARENTLY. Collaborative retailers share essential sales data, customer feedback, market trends and general concerns freely. They
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