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Recruit Maintain And Nurture A Reseller Channel
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Recruit Maintain And Nurture A Reseller Channel

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Brief overview of the key elements that make up a reseller channel. …

Brief overview of the key elements that make up a reseller channel.

Originally drafted with the enterprise technology channel in mind.


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  • 1. Recruit, Maintain and Nurture a Reseller Channel John Panek www.johnpanek.com Twitter: @jpanek 630-209-7413
  • 2. Recruiting
    • Select resellers based on their skill set and opportunity to compliment your offering.
    • Too many resellers can choke your ability to serve and grow a channel.
    • Be attractive for resellers.
      • Strong channel model
      • Support team dedicated to the channel
  • 3. Resellers Are in Business Too
    • Resellers can be an extension of your company but maintain a unique value.
    • Just because they resell does not mean you dictate the business model.
    • Financial incentives required -technology doesn’t always sell itself.
    They’re business is not your business. Let them maintain individuality.
  • 4. Business Incentives
    • Attractive profit margins
    • Volume-based rebates
      • Exclusivity rebates (to block competition)
    • Margin on service contracts
      • Annuity stream
    • Account protection
    • Neutral compensation w/direct sales team
    • Marketing support and funding
  • 5. Ramping Up
    • Product training (free)
      • Sales and Technical
    • Supporting organization
      • Field-Based preferred
        • Pre-sales contact
        • Technical contact
        • Support contact
    • 30/60/90 Day High-touch engagement plan
      • Guide them through certifications
      • Engage them with your team
      • Your enthusiasm will be reciprocated
  • 6. Sales/Marketing Enablement 1
    • Maintain portal of sales, technical and marketing assets
    • Resellers are generally weak in marketing
      • Smaller resellers require turn-key marketing.
        • More concerned with leads than brand-building
      • Skilled marketers need content to repurpose.
        • Collateral copy, case studies, white papers, images.
        • Web content, email blasts, video
    Marketing materials and campaigns should be adaptable by resellers.
  • 7. Sales/Marketing Enablement 2
    • Marketing funds keep resellers focused on your lines and grow their sales.
      • Co-op dollars as a percentage of sales
        • Is an additional back-end rebate
      • Market Development Funds (MDF)
        • Merit-based funds awarded on reseller proposals
      • 100% funding vs. 50/50 funding
        • Vendor funding is often the only marketing budget
        • 50/50 often means marketing will not happen at all
    • Require pre-approval process and proof of performance as condition of funding.
  • 8. Sales/Marketing Enablement 3
    • Account planning engages sales and technical resources.
      • Create common goals. Win together.
    • Feed leads to resellers based on their strengths.
    • Funding a campaign does not make a reseller’s leads your leads.
  • 9. Sales/Marketing Enablement 4
    • Ongoing training and events strengthen your position with the reseller.
      • Annual conferences
      • Sales meetings
      • Monthly tech-talks and webinars
      • Quarterly business reviews
      • Show them ways to be profitable with you!
  • 10. Gotchas
    • Exclusive territory for resellers doesn’t serve your best interest.
    • Demanding non-compete lines should come with generous incentive.
    • The channel is everyone’s responsibility.
      • Resellers are customers too.
    • Only as good as the weakest link.
      • Sales, Marketing, Procurement, Support.