Gain access to new customers by recruiting better channel partners. A webinar by Drew Zarges and Tony Albachiara of Sales Benchmark Index. Learn how to put more feet on the street by recruiting the best channel partners. How the top channel partners decide what they are going to sell. How to get a channel partner to bring you into the best accounts

1. March 8th, 2012
View the recorded webinar
including Q&A here.

2. Logistics for today’s call….
 All attendee’s will be on “silent” mode during the
presentation.
 Please utilize the “Questions” feature to ask questions;
simply type in your question and press enter.
 At the conclusion of the presentation, the moderator
will facilitate the “Question & Answer” session utilizing
the “Questions” feature.

3. Sales Benchmark Index will….
 Send a copy of the presentation to you
 Additional questions can be sent directly to:
drew.zarges@salesbenchmarkindex.com
Join us for our next Webinar….
 “ Lead Generation Inside of Key Accounts”
 Thursday, April 12th, 2012
 1:00 p.m. Central
 30 minutes
 Register at
www.salesbenchmarkindex.com/webinar-lead-generation-inside-of-key-account

4. Drew Zarges
Brief Bio
• Senior Consultant at Sales
Benchmark Index
• Prior to SBI, Worked as a Sales
Intermediary for an Investment
Firm Selling Mutual Funds to
Brokers and Financial Advisors
• Has worked on projects for
Conoco Phillips, Yahoo!, and
Epicor

5. Two Types of Channels
Direct Indirect
• Field Sales • Suppliers
• Inside Sales (Telesales) • Value Added Resellers
• Webpage • Wholesaler
• Direct Mail • Distributor
• Retailer
Company Customer • OEMs
Company ? Customer

7. Channel Recruitment Goals
“I want the Product to be…”
Fast Growing Easy to Sell

8. Channel Recruitment Goals
“I want my Vendor to be…”
Supportive with Marketing
Generous on Margin

9. You Don’t Always Need Margin: iPhone
Fast Growing Easy to Sell
Supportive with Marketing Margin?

10. 3 Steps to Recruiting Partners
Understand Partner’s
Business Model
Identify Opportunities
for Improvement
Develop and Sell Value
Proposition

11. 1. Analyze Business Model
Who is their
Ideal Customer?
11

12. 1. Analyze Business Model
Core Business Strategy?
12

13. 1. Analyze Business Model
Gaps in Current Offering?
13

14. 1. Analyze Business Model
What is their Primary Focus ?
Growth Profit Productivity
14

15. Success Metrics: Growth
R e m e m b e r, t h i s i s t h e i r G r o w t h , N o t Yo u r s
• Tr a d i t i o n a l P r o d u c t G r o w t h
• Advertising Spend Increase
• New Customer Reach
• Bundling
15

16. Success Metrics: Profit
Goal: Widen the Conversation to the Entire Business
Case, Stay Away from Strict Margin Requirements
Protection?
• Territory, Industry, Products
Margins?
• Front End Discounts, Back End, Volume Rebates
• Targets and Quotas to Achieve Margin Level
Soft/Marketing Funds?
• Provided Funding, Restrictiveness of Funds
16

17. Success Metrics: Productivity
Goal: Bring It Into the Conversation
Lead Personnel Deal
Generation Assistance Registration
17

18. 2. Identify Opportunities
• How Can You Help the Partner Achieve Their Objective?
• Can Your Company Fill the Gaps? (Sales Specialists,
BDR Development training)
• What Value is this to the customer?
Example: Commoditized Product Supplier Receives An RFP
After speaking with distributor,
Channel Manager finds that
shipping is a major issue for
Rush Orders. Channel Manager
proposes Drop Shipping to End
Location and wins the contract.
18

19. 3. Develop and Sell Value Proposition
Whale Fish
Gross Dollars Gross Margin %
Contribution Margin Exclusivity
Volumes (Up and Cross Sell) Connect to High Volume
Return on Assets Emphasize Growth
19

20. Build Marketing Material for Partners
Why Partner with ACME?
ACME and its award-winning solutions power some of the world's most
powerful online brands and enable organizations to have more meaningful
interactions with their customers.
To best leverage our mutual strengths, we offer the following benefits to
our Partners:
• Product Training
• Sales Enablement
• Technical Enablement
• Access to Extranet
• Business Development Support
• Dedicated Channel Support
20

21. Questions and Comments
Listen to Q&A here.
21

22. Further Interest
Distribution Channels:
Academic’s Resource for
distributors, franchises, and
End- User Channel Partners
Transforming Your Go-To-
Market Strategy: The book to
evaluate your current sales
strategy and channel
methodology
SBI: http://www.salesbenchmarkindex.com/?Tag=Channel+Management+Strategy
Additional Resources: http://www.channelpartnergroup.com/
22

23. Thank You
 View the recorded webinar including Q&A here.
 Additional questions can be sent directly to:
drew.zarges@salesbenchmarkindex.com
Join us for our next Webinar….
 “ Lead Generation Inside of Key Accounts”
 Thursday, April 12th, 2012
 1:00 p.m. Central
 30 minutes
 Register at:
www.salesbenchmarkindex.com/webinar-lead-generation-inside-of-key-accounts
Thank-You for attending…