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Channel Matters Blog > August 2014 > Best Bet: Body Language and Customer Retention

Best Bet: Body Language and Customer Retention

by Scott Leeper
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The 2014 Channel Enablers Channel Competency Study produced some interesting and often surprising results. Perhaps the most intriguing of these was the link shown between body language and customer retention.

Organizations with channel managers who understood the impact body language has on successful coaching had 40 percent better customer retention.

“No matter what you’re coaching partners to do, channel managers who demonstrate confidence and credibility through the words they use as well as their body language are going to be more successful,” “said Rich Blakeman, Managing Director of Channel Enablers. “However, this study is unique in that it establishes the link between body language and customer retention, a performance metric that is challenging for any channel organization.”

The 2014 Study

The 2014 Channel Enablers Channel Competency Study examined 55 activities and behaviors across five core channel competencies: Channel Core Fundamentals, Channel Business Acumen, Influencing Skills, Partnership Planning, and Leading and Managing Partnerships. Respondents were asked to rank the importance of these behaviors to performance as well as assess how well their organization executed against them.

Through regression analysis, the behaviors and activities were analyzed and linked to the performance of World-Class Sales Organizations to identify causal relationships between execution and results. This analysis produced what Channel Enablers calls the six “best bets.” In this case, participants who had the highest levels of performance in customer retention also had the highest levels of performance in using body language effectively when coaching channel partners.

Place Your Bets

“These best bets are more than intriguing information,” says Blakeman. “They provide channel leaders with a blueprint for performance improvement. Channel leaders who want to improve customer retention should incorporate body language training and coaching into their enablement programs.”

To receive a copy of the 2014 Channel Enablers Channel Competency Study Executive Summary, please contact info@channelenablers.com.

 

Last modified on 8/7/2014 10:16:55 AM
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