Channel Conduit of the Week: Incentives, Recognition for Tomorrow

Channel Conduit of the Week

  • 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 Conduit 6

You think channel incentives and recognition are centered in the past. But it’s really all about the future. 

It’s all about having your channel partner build equity in your company and your channel programs. The other week I stayed on the opposite end of town from my meetings just so I could stay at a Marriott. The kicker is I paid $20 more per night than it would cost me to stay across the street in a newer Hilton. Why in the world would I do that? In a word: “Equity.” I have 260,000 Marriott points and my sights are set on a Disney Vacation for my entire family.

Your channel partners do the same thing. The more equity they have in your company and program, the more likely they are to behave positively toward you in the future.

Although we are rewarding for last week’s sale, we really see our return when our partners stretch for their goal-like a Disney Vacation-at the end of the quarter. We reward for a certification completed today, but the yield actually comes later on, when our partners decide to better represent our company and products during the next opportunity.

Incentives, recognition, and future equity. It’s not about what our partners have done; it’s about what they will do. 

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