Channel Conduit of the Week – Partner Recruitment

Partner RecruitimentDo you have a few channel partners, but still aren’t sure whether to commit to a distribution channel Go-To-Market Strategy? When I talk to executives whose companies are at this point I often hear things like, “We know it’s time to commit to a channel strategy, but how do we recruit enough of the right partner?”

This is an excellent question, and the key words here are “enough” and “right.”

Here is a high level Channel Partner Recruiting Strategy for early channel adopters.

The Right Partners:

A.)     Profiling the perfect partner (2-3 different profiles):

  1. Of your current partners, which ones do you consider best? Chances are you have a few partners who might justify acquiring more.

i.      What core or supplementary products do they sell?  It is likely that those other products already go through a more mature channel.  If you have success stories with one or more of those partners, probabilities are the rest of the channel would be willing to listen.

ii.      Do these partners specialize in a certain industry?

iii.      How big of an organization are they? How many sales reps and technical people do they employ? You might be tempted to chase bigger, sexier partners, but it’s usually a good idea to stick with what you know, and more importantly what you can support.

2.  Talk to some of your happy end-user customers. Of all the products that bump up against yours, which ones do they consider world-class products, and what do they think of the organizations that stand behind them?  (This is also a nice introduction from a fortune 500 client which always gets resellers’ attention)

Closing Enough Partners:

B.)    Developing A Partner Recruitment Strategy

  1. Target your perfect partner. Accumulate a list of potentials that fit this profile, and start to pursue them. (If you can’t build a list from your perfect profile, you might need want to reconsider your standards)

i.      Target the other core or supplementary product’s channel partners discussed above  (Chances are their reseller network is published and easy to obtain)

ii.      Most industries have an organization in which channel partners are/can be members. This could be a good tool to use for when you compile your list. You should think about joining the organization if you haven’t already. NEAD is an example in the electrical space.

C.)    Executing a Partner Recruitment Strategy

  1. Closing the deal with new partners

i.      Web Conference Pitch — Get as many to attend as possible and make sure your pitch is a good one. Why would they invest their time and money, and allocate their resources to your company? Give them a reason they can’t ignore.

ii.      Sponsor and Participate at other core or supplementing product company conferences.  — In the tech space this might be EMC World or IBM PartherWorld or Oracle Open World.  This is a great chance to meet face-to-face with many target partners.

iii.      Good Ole Fashion Selling — Train your sales team & future channel managers to identify potential partners, pitch your channel marketing program and its benefits, and talk about the success stories of other similar companies.

Certainly this post just scratches the surface of what it takes to achieve.  To dive deeper please download the Move the Channel Marketing Guide and RIMES Chart or shoot me an email to discuss how I might help.

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