Gain Access to New Customers by Recruiting Better Channel Partners Webinar

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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

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Gain Access to New Customers by Recruiting Better Channel Partners Webinar

  1. 1. March 8th, 2012View the recorded webinar including Q&A here.
  2. 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. 3. Sales Benchmark Index will…. Send a copy of the presentation to you Additional questions can be sent directly to: drew.zarges@salesbenchmarkindex.comJoin 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. 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. 5. Two Types of Channels Direct Indirect • Field Sales • Suppliers • Inside Sales (Telesales) • Value Added Resellers • Webpage • Wholesaler • Direct Mail • Distributor • RetailerCompany Customer • OEMs Company ? Customer
  6. 6. Channel Recruitment Goals “I want the Product to be…” Fast Growing Easy to Sell
  7. 7. Channel Recruitment Goals “I want my Vendor to be…”Supportive with MarketingGenerous on Margin
  8. 8. You Don’t Always Need Margin: iPhone Fast Growing Easy to Sell Supportive with Marketing Margin?
  9. 9. 3 Steps to Recruiting PartnersUnderstand Partner’sBusiness Model Identify Opportunities for Improvement Develop and Sell Value Proposition
  10. 10. 1. Analyze Business Model Who is their Ideal Customer? 11
  11. 11. 1. Analyze Business Model Core Business Strategy? 12
  12. 12. 1. Analyze Business Model Gaps in Current Offering? 13
  13. 13. 1. Analyze Business Model What is their Primary Focus ? Growth Profit Productivity 14
  14. 14. Success Metrics: GrowthR 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
  15. 15. Success Metrics: ProfitGoal: Widen the Conversation to the Entire BusinessCase, Stay Away from Strict Margin RequirementsProtection?• Territory, Industry, ProductsMargins?• Front End Discounts, Back End, Volume Rebates• Targets and Quotas to Achieve Margin LevelSoft/Marketing Funds?• Provided Funding, Restrictiveness of Funds 16
  16. 16. Success Metrics: ProductivityGoal: Bring It Into the Conversation Lead Personnel DealGeneration Assistance Registration 17
  17. 17. 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
  18. 18. 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
  19. 19. Build Marketing Material for PartnersWhy Partner with ACME?ACME and its award-winning solutions power some of the worlds mostpowerful online brands and enable organizations to have more meaningfulinteractions with their customers.To best leverage our mutual strengths, we offer the following benefits toour Partners:• Product Training• Sales Enablement• Technical Enablement• Access to Extranet• Business Development Support• Dedicated Channel Support 20
  20. 20. Questions and Comments Listen to Q&A here. 21
  21. 21. 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 methodologySBI: http://www.salesbenchmarkindex.com/?Tag=Channel+Management+StrategyAdditional Resources: http://www.channelpartnergroup.com/ 22
  22. 22. Thank You  View the recorded webinar including Q&A here.  Additional questions can be sent directly to: drew.zarges@salesbenchmarkindex.comJoin 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…

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