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Recruit, Maintain and Nurture a Reseller Channel John Panek www.johnpanek.com Twitter: @jpanek 630-209-7413
Recruiting <ul><li>Select resellers based on their skill set and opportunity to compliment your offering. </li></ul><ul><l...
Resellers Are in Business Too <ul><li>Resellers can be an extension of your company but maintain a unique value. </li></ul...
Business Incentives <ul><li>Attractive profit margins </li></ul><ul><li>Volume-based rebates </li></ul><ul><ul><li>Exclusi...
Ramping Up <ul><li>Product training (free) </li></ul><ul><ul><li>Sales and Technical </li></ul></ul><ul><li>Supporting org...
Sales/Marketing Enablement 1 <ul><li>Maintain portal of sales, technical and marketing assets </li></ul><ul><li>Resellers ...
Sales/Marketing Enablement 2 <ul><li>Marketing funds keep resellers focused on your lines and grow their sales. </li></ul>...
Sales/Marketing Enablement 3 <ul><li>Account planning engages sales and technical resources. </li></ul><ul><ul><li>Create ...
Sales/Marketing Enablement 4 <ul><li>Ongoing training and events strengthen your position with the reseller. </li></ul><ul...
Gotchas <ul><li>Exclusive territory for resellers doesn’t serve your best interest. </li></ul><ul><li>Demanding non-compet...
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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.

Originally drafted with the enterprise technology channel in mind.

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Recruit Maintain And Nurture A Reseller Channel

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

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