Helping your channel partners see the path to success by handholding them through the sales process
When your channel partners are new, close one or two deals for them. Show your channel partners how it is done and watch them believe more in you, your products and your sales process. By doing this, you not only convince them that your product/service is easily saleable, but also win your channel partner’s trust and confidence by proving that you are truly their partner in success.
Being available for your channel partners. Always.
Offer your channel partners multiple touch-points to stay connected with you. Examples include chat, phone, emails, quarterly meetings, etc. Also, make it easy for them to reach out to you. Ideally, a click on your partner portal should be all that they need to connect with you. Offering a quick turnaround also sends the message that you truly care and want them to succeed.
Having an impressive partner reward program in place
Your salespeople get commission, invitations to company dinners, events, etc. What about your channel partners? Don’t forget to motivate your channel partners. They are a part of your sales network just like the direct sales team. Have a value adding partner program in place to motivate your channel partners to sell.
Offering your channel partners a guided sales process
The lack of a guided sales process and insufficient training and guidance for channel partners hinders lead closure leading to poor channel performance. Offer your channel partners a guided sales process—a clear action plan for selling. They are more likely to be successful when they have a roadmap that covers every possible milestone on their way to a sale.
Protecting your channel partner’s interests
Today’s competitive business environment is making profit margins slimmer than ever. Channel conflicts can strain your channel relationships and cost you valued channel partners. If you want your channel partners to work enthusiastically for you, you need to prove that you care enough to protect their interests and revenue. Your deal registration process, MDF allocation and disbursal process, etc work to convey the message to them.
Bringing the tools and assets to your channel partners rather than expecting them to ask for them
Take the tools and assets your channel partners need to them, rather than them having to ask you. Because they never will! Find a way to fit your marketing and sales assets into the systems they use on a daily basis such as their gmail account, Outlook or even their CRM. When integrating your tools and assets make sure it also integrates with any third party portals that your channel partners may already have. Examples include their product database systems, war-rooms, cloud based vaults, etc.
Help your channel partners behind the scenes by generating leads for them
Take some work away from your channel partners without adding to yours! Use sales and marketing enablement tools that help you create lead generating marketing campaigns, landing pages, microsites, etc. Run marketing and sales programs on behalf of your channel partners. Content syndication tools, centralized local marketing tools and tools that let you market on behalf of your channel partners will help you run the show smoothly and drive leads for your sales channels at the local level. This will also keep your brand safe.
Treat your channel partners like an extended sales team, give them every kind of support they need to sell, make them feel like a part of your organization and watch them thank you by treating your brand like their own.
