Episode 51 - Jean Rabatin on Optimizing Industrial Sales Channel and Avoiding Channel Conflict

Avoiding Channel Conflict and Driving Profitable, Sustainable Growth - POV From Both Sides of Sales Channel in Automation and Machinery Sales - - Jean Rabatin in Episode 51 of the Industrial Growth Institute Podcast

Summary

Jean Rabatin, a successful woman in sales and a long-time professional in the automation industry, discusses her journey from selling metal to robotics.

Jean and host Ed Marsh explore the significance of live events and trade shows in building relationships and generating leads, the challenges of transitioning from technical to commercial conversations, and the importance of understanding partner dynamics in sales.

Jean shares insights on:

• managing trade show leads
• complexities of channel partnerships
• evolving landscape of automation technology
• different types of industrial sales channel
• specifics of partnerships in robotic integration
• importance of support culture over exclusivity.

They explore the concept of ideal partner profiles, the significance of training and onboarding, and the impact of innovative co-marketing (manufacturer and channel partner) strategies in the industrial space.

The discussion also touches on personal well-being, the future of AI in robotics, competition in automation, and trends in US automation, providing insights into how companies can adapt to evolving market demands.

Takeaways

• Jean's career spans over 22 years in automation and robotics.
• The importance of live events for personal connections in business.
• Transitioning from technical discussions to commercial conversations is crucial.
• Feedback from partner events is essential for future planning.
• Trade shows serve as networking opportunities rather than just sales events.
• Managing trade show leads effectively is key to success.
• Selling custom automation presents unique challenges compared to traditional sales.
• Women in industrial sales bring a different perspective and can be successful.
• The move to automation requires understanding both direct and channel sales.
• Building technology partnerships can enhance market offerings and growth.
• Successful integrators have relationships with various robot companies.
• Support culture is crucial in differentiating companies.
• Training programs should be tailored to the partner's existing knowledge.
• AI will play a significant role in the future of robotics.
• The market is shifting towards companies that can't find workers.
• Automation audits can help identify opportunities for integration.
• Innovative marketing strategies can enhance visibility and engagement.
• Personal well-being practices are essential for maintaining focus.
• Adaptability is key for integrators in changing industries.

Takeaway Quotes from Jean Rabatin

• "We want them to know who we are."
• "You have to earn that credibility."
• "We don't ask or demand for exclusivity."
• "You have to have some kind of value add."
• "We need robots to manufacture in this country."

Check out Jean's Yaskawa Motoman Robotics website.

LinkedIn: Jean Rabatin and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @Yaskawa and @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Jean Rabatin and Her Journey 02:18 The Importance of Live Events in Business 04:22 Transitioning from Technical to Commercial Conversations 08:31 Feedback and Future Plans for Partner Events 10:29 The Role of Trade Shows in Networking and Lead Generation 12:15 Managing Trade Show Leads Effectively 16:46 The Challenges of Selling Custom Automation 19:42 Women in Sales - Breaking into Sales in a Male-Dominated Industry 24:10 The Move to Automation and Channel Sales 28:56 Navigating Complex Channel Partnerships 32:32 Building Technology Partnerships for Growth 35:15 Avoiding Channel Conflict in Sales 39:34 Navigating Robot Partnerships 42:00 The Importance of Support Culture 45:04 Defining Ideal Partner Profiles 48:48 Training and Onboarding New Partners 51:02 Selling Beyo