What are these important but industry standard firm-level benefits?
- Quarterly & Annual Rebates
- Manufacture Development Programs
- Pricing Discounts Schedules
- Registration & Demo Programs
- Training Minimums and Requirements
I know these kinds of programs are not easy things to design, and they can certainly be a lot of work to manage and articulate. But at the end of the day,90% of your Partner/Firm-Level Programs are actually made of the same components. Sure your discount might be more exciting or your MDF program might be appreciated, but even if your program is superior to your competitor’s, it’s probably only a month or so away from being matched by the competition.
So where do we see real impact? How do we actually MOVE THE CHANNEL? The biggest impact and most measurable movement can be realized when you effectively target, engage, and incentivize performance at the Point of Impact (POI). Also known as the Point of Influence, the POI is the person in the channel that can best influence the sale—to YOUR END USER. Believe it or not, the POI is almost always your channel partner’s salesperson or sales engineer. It is the individual who interfaces with your end customers. Each Industry and every company has its own vernacular for this person, but we at Move the Channel have coined this strategic player the POI.
Behaviors you may want to impact at the POI
- Increased Deal Registration
- Training Completions
- Individual Sales and Goals (Customized)
- Target Prospect Engagements
- Customer Introductions
- POC or Evaluation Placements
You could even require these behaviors that are important in a build-your-own strategy discussed a couple of weeks ago by Move the Channel contributor Gary Morris.
When a program and performance incentive strategy is designed around the POI, you are engaging at the most valuable touch point in the channel—the Point of Influence. Programs that can engage and motivate at this level are much more difficult to duplicate, and thus they have a more profound impact on the sale and overall market share.
Make sure your Partner/Firm-Level benefits are top-notch, but also quickly turn your marketing genius and resource to the people in the channel that have the real influence you are looking for . . . the POI.
Move the Channel,