Channel Conduit of the Week: Show your Channel Partner What is Important (other than sales)

Channel Conduit of the Weekpractical-stress-relief

  • Small gestures that make big impacts on channel behavior
  • Commonsense reminders that make the difference b/t you and your competition
  • Elements that should be considered in a Channel Incentive Programs

Channel Incentives must be focused on the right behaviors….  not only sales.  

Our partners want to bring value to our solution and to be recognized for being an important piece of our strategies.  Yes we do a good job of telling them what their yearly growth goal is or what it’s going to take for them to achieve “Gold” status.  Don’t get me wrong these are important behavior to define and recognize.

But there are other behaviors that should be recognized too.  And almost always these other behaviors lead to more sales.  Make sure they know what behaviors are valued and then make sure to recognize for them.  Here are some key behaviors that are often included in a Channel Incentive Program:

  • Deal Registrations
  • Early introductions into the sales cycle
  • Achieved Sales and technical certification or accreditation
  • Customer service – End User tells brags about the support from the partner
  • On-time delivery
  • Integrity
  • Quality
  • Innovation
  • Teamwork
  • Case Study worthy clients

Take some time today to identify your company’s key values and communicate them to your partner.  Then use those values as the foundation of your channel incentive efforts.

As always, send me an email with your thoughts and comments!

Move the Channel,


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