Episode 12 - Engaging Partners

Transcript

Sales partners expect more from their providers these days but as we all know there many complexities to building a successful channel strategy. Providers that are winning the channel game have adopted agile and innovative solutions to control their message, push their sales strategy, and provide the right tools, all while responding to constant change in their business and in the marketplace.

Nowhere is the old phrase, “out of sight, out of mind” more true than in the channel.  So many channel programs rely too heavily on face to face encounters at trade shows, regional events or sponsorships, but forget the fact that when the event is over and the partner is on the way home, most of the information they learned is already on its way out the window.  Having a digital strategy to reinforce the message and stay in front of partners even when you are not with them is essential to staying top of mindshare. 

Mindshare is simply the amount of attention you get from your partner network. When a sales opportunity presents itself, are partners thinking of your company first?  Keep in mind that your products aren’t the only ones they’re marketing and selling in our crowded telco and cloud space.  Your channel program can only have so much to say about the quality, price, and delivery of the products, but you can separate yourself from the competition by winning the mindshare battle with your partners.

Here are some general best practices that you should follow when you want partners to notice you and be the first thing they think about when they are in front of a customer.

First, be clear about what makes you unique in the marketplace.  Is it your market niche? Exceptional service? Highly targeted products and services? Make this value proposition simple and easy to remember. Here is an example in a statement that’s clear, “We provide HIPAA compliant cloud hosting to healthcare.”  

Second, keep the messages coming.
A one-time advertising blitz can get your message out quickly to a large number of partners, but staying top of mindshare requires consistent delivery of messaging over time. Keep it coming.

Third, make sure partners know it’s you.
Everything from your customer literature to your e-newsletters should have consistent messaging and similar look and feel. One brand, one message.

Fourth, use a balanced approach.
Stay in front of your audience using multiple channels over time. Awareness is based on repetition.

And last, provide information that is useful.
Frequency doesn’t have to mean being annoying. Partners should perceive you as a provider of useful information rather than an intrusive pest. Communicate frequently but give your partners genuine value each time.

Having a digital strategy that leverages automation allows a channel program to be clear about who they are, have consistent branding, keep the messages coming, and make sure the information is useful.  Let’s see how you can accomplish all of those goals using Convey’s technology.

Start by defining the type of partner you want, the type of customer you want them to pursue and use technology to get your point across.

At Convey, we see that many channel programs trying to be all things to all partners.  We have over 20,000 sales partners that use our portals to get information on providers but in reality, only a fraction of those partners will affiliate with you.  If a program tries to go “wide” they will end up quoting lots of deals, rejecting many of them because they just aren’t viable, and driving the partner away because they become frustrated.

There are digital strategies inside of our Convey programs for providers to define the type of partner they really want to work with and the ideal customer profile they want them to pursue.  In our Convey Channel pro