How To Win Channel Partner Interest

09.08.2018

In order to win solution providers’ interest during your channel partner recruitment process, you need a comprehensive indirect sales strategy that assures a partnership makes sense.

With the demand of solution providers exceeding supply, manufacturers must differentiate their value as a business partner against the competition.

How do you gain partner interest/mind share in today’s complex and competitive environment: By deftly balancing a strong channel partner recruitment process with a comprehensive onboarding campaign.

A winning channel partner recruitment program exhibits solid planning. What to focus on:

1. Program process

All phases of channel partnership are defined, so:

2. Infrastructure

Partner has access to easy-to-use and reliable “back-end” support (i.e., PRM, CRM, ERP, etc.) for all information exchange: your PRM should be able to support onboarding activities and should be able to be customized.

3. People

Manufacturer develops real relationship with channel partner, educates and mentors him and helps create product demand and carry out incentive opportunities. Onboarding must not solely involve automation; physically help partners onboard so that you can automate future processes – this is where relationships are truly developed.

Due to less risk and the short-term ROI, a passive channel partner recruitment process is favoured amongst most manufacturers. “Waiting” for solution providers certainly has its benefits, but proactive partner recruitment is by far the more profitable, rational and sustainable strategy to pursue.