Channel Conduit of the Week: When Should We Recognize Each Of Our Channel Partners? Early & Often!

Channel Conduit #10 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

When Should We Recognize Each Of Our Channel Partners?  Early & Often!

recognitionEven though studies have shown that consistent praise and recognition are important keys to building loyalty and motivating your partners, I still sometimes get the question, “but if we give too much recognition, won’t it become watered down and dilute the meaning?” To be fair, I used to ask this question myself from time to time. However, I know more now than I once did, and so today when I hear this question, I quickly come back by asking “how often do you tell your loved ones that you love them? “  Here, their answers usually range from “often” to “every day.”   You’ll notice that none of them say twice a year!

Obviously, I’m being a little tongue-in-cheek, and I know it’s easier said than done to give praise and recognition consistently when we are talking about hundreds or even thousands of partners.  But while the handwritten note, personal email, or individual phone call are all great quarterly or semi-annual methods of recognition, the leading channel incentive platforms (I am most familiar with have begun to incorporate additional features that make it quick and easy to offer consistent ad hoc praise and thanks to your valuable channel partners.  These include gifting modules and team communication features.  With that being said, if you think your competitors are offering gestures of gratitude to their partners, do you really want to be the one that seems unappreciative? What other ideas do you have for consistent channel partner recognition?

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