What are the best ways to train and support channel partners?
Channel partners are essential for expanding your sales reach and growing your customer base. However, managing them effectively requires more than just signing contracts and sending invoices. You need to train and support them to ensure they align with your brand, value proposition, and sales process. In this article, we will discuss some of the best ways to do that.
-
Ruben CoronaSenior Sales Leader | Spearheading Unrivaled Sales Achievements as a Chief Revenue Officer / President of Sales / SVP…
-
Ian Moyse ☑Sales Leader (Tech) + Influencer for Leading Technology Brands : Specialist in revenue growth, Cloud and Emerging Tech
-
Alex ShabliyBoost your marketing efforts with engaging Explainer and Showreel videos - affordable and quick!
The first step to train and support your channel partners is to establish clear expectations and goals for the partnership. This includes defining the roles and responsibilities of each party, the target markets and segments, the performance metrics and incentives, and the communication and feedback channels. You should also provide them with a partner agreement that outlines the terms and conditions of the relationship, such as pricing, discounts, commissions, exclusivity, and termination clauses.
-
Here are key strategies to define clear expectations and goals. 1. Communicate clearly: Ensure partners understand objectives, KPIs, and success metrics. 2. Provide comprehensive training on products, target market, and sales process. 3. Joint planning: Collaborate on business plans to align priorities and strategies. 4. Regular reviews: Conduct performance reviews and use data to track progress. 5. Incentives: Implement incentive programs to motivate partners to achieve goals. 6. Ongoing support: Provide resources, guidance, and tools for success. 7. Feedback loop: Gather partner input and use it to improve training and support. 8. Continuous improvement: Evaluate and optimize the program based on feedback and results.
-
After many years working with channel partners of many types and sizes I found the best way to help them to be successful on your behalf and drive revenues for you was to invest hard at the start. Training and lunch and learns is one thing, but what I found worked again and again was having a team of channel sales people confident to sell to end users and to align the channel partner to find opps and introduce us alongside them to help. In this way the customer got the best expertise they could, creating higher win rates and the channel partner sales person had to attend with us and learn from how we sold our solution. Quickly by osmosis the channel salesperson picked up how to sell us, how to handle questions, demo etc
-
As Zelios Agency Channel Manager, I revamped our partner program by defining clear expectations and goals. Collaboratively, we outlined roles and crafted a detailed partner agreement. Tailored training programs equipped partners with essential skills. Continuous support and open communication fostered success. Our efforts bore fruit as partners thrived, driving business growth and forging lasting relationships.
-
To train and support channel partners effectively, align expectations with business goals, provide tailored training, set SMART goals, offer ongoing support, incentivize performance, track progress, and cultivate a collaborative relationship. This ensures clarity, motivation, and alignment for mutual success.
-
The best ways to train and support channel partners include providing comprehensive product training sessions, offering ongoing support and resources such as manuals, guides, and videos, facilitating regular communication and feedback sessions, incentivizing performance through rewards and recognition programs, and fostering a collaborative relationship built on trust and mutual success. Additionally, tailoring training programs to meet the specific needs and challenges of each channel partner can further enhance their effectiveness.
-
1. Papéis e responsabilidades: Sua empresa: - Fornecer produtos ou serviços de alta qualidade. - Treinar e apoiar os parceiros de canal. - Definir metas e métricas de desempenho. - Fornecer materiais de marketing e ferramentas de vendas. Parceiros de canal: - Vender e promover seus produtos ou serviços. - Alcançar as metas de vendas. - Fornecer um atendimento ao cliente de alta qualidade. - Seguir políticas e diretrizes. 2. Mercados-alvo e segmentos: - Defina os mercados-alvo e segmentos em que seus parceiros de canal se concentrem. -Considere o nicho de mercado, o tamanho e a localização dos clientes em potencial. - Forneça aos parceiros de canal informações e recursos para ajudá-los a identificar e alcançar seus clientes-alvo.
-
Las mejores formas de capacitar y apoyar a los socios de canal incluyen proporcionar recursos de formación exhaustivos y accesibles, como materiales educativos, webinars y sesiones de capacitación en persona. Además, establecer una comunicación clara y regular para ofrecer orientación y retroalimentación, así como compartir las mejores prácticas y estrategias efectivas para impulsar las ventas. Fomentar una relación de colaboración y confianza, brindando apoyo continuo en términos de marketing, soporte técnico y desarrollo de negocios, contribuye a fortalecer la asociación y a maximizar el éxito conjunto.
-
Un buen canal es una extensión de nuestra estructura comercial, por ello han de conocer la compañía, los productos, y cual es su papel exactamente en la cadena. Ello requiere establecer de forma clara las reglas, las funciones, las responsabilidades, la forma de remunerar y los objetivos a cubrir. Uno de los temas que suele traer conflicto, es cuando no está claro el tipo de contrato, ni las motivos de recisión del mismo, los cuales deben de estar específicamente aclarados en la relación con él.
-
Treinar e apoiar parceiros de canal é essencial para maximizar o desempenho e alcançar resultados consistentes. Investir em recursos de treinamento, como materiais didáticos e sessões de capacitação, ajuda a garantir que os parceiros compreendam totalmente os produtos e serviços oferecidos. Além disso, fornecer suporte contínuo, como acesso a especialistas técnicos e programas de certificação, fortalece a confiança e a capacidade dos parceiros de atenderem às necessidades dos clientes de forma eficaz. A organização de workshops e eventos presenciais também facilita a troca de conhecimentos e experiências entre os parceiros, promovendo um ambiente colaborativo e de aprendizado mútuo.
The second step to train and support your channel partners is to provide them with the right tools and resources to sell your products or services effectively. This includes providing them with access to your sales collateral, such as brochures, presentations, case studies, testimonials, and demos. You should also equip them with your sales enablement platform, such as a CRM, a learning management system, or a partner portal, where they can access training materials, product updates, marketing campaigns, and lead generation tools. Additionally, you should offer them technical and customer support, such as product documentation, troubleshooting guides, FAQs, and contact details.
-
Training and supporting channel partners effectively involves providing comprehensive tools and resources tailored to their needs. Start by offering in-depth product knowledge sessions, sales training, and ongoing education to ensure they understand your offerings inside out. Equip them with marketing collateral, demos, and sales enablement materials to effectively communicate value propositions. Foster open communication channels and provide timely support to address queries and concerns promptly. Regular performance reviews and feedback loops help refine strategies and ensure mutual success.
-
Help the manager grow personally and professionally. Talking about their goals and ambitions can help them identify areas where they want to develop. Give them access to resources, training programs and opportunities for professional development to help them achieve their goals and boost their self-confidence.
-
Forneça aos parceiros ferramentas de vendas que os ajudem a fechar mais negócios, como: - CRM - Software de automação de marketing - Ferramentas de prospecção - Geradores de leads - Ofereça treinamento sobre como usar essas ferramentas de forma eficaz. Suporte técnico: - Ofereça suporte técnico de qualidade aos parceiros, para que eles possam solucionar problemas e dúvidas relacionadas aos seus produtos ou serviços. - Crie uma base de conhecimento online com perguntas frequentes e tutoriais, para que os parceiros possam encontrar soluções rapidamente. - Ofereça treinamento sobre como solucionar problemas técnicos comuns.
-
Hay diferentes tipos de canales, con diferentes funciones y responsabilidades. A cada uno hay que darle las herramientas específicas para que cumpla con su papel. En cualquier caso hay que darles apoyo, formación, material de promoción, herramientas de seguimiento, etc. Una buena práctica es tener un KAM específico de la cuenta, que se responsabilice de que esté bien dotado de los recursos necesarios, así como de la formación del personal, no solamente en la parte técnica o de producto, sino también en la forma en la que deseamos que se hagan las ventas.
-
You can make sure your partners have the necessary tools and resources to succeed. This could include sales scripts, product information, marketing materials, and access to a dedicated support team. Tools like Salesforce Partner Community and Zoho Partner Portal can provide a platform for sharing resources and communicating with partners.
The third step to train and support your channel partners is to deliver ongoing training and coaching to help them improve their skills and knowledge. This includes providing them with initial training on your products or services, your value proposition, your sales process, and your target buyers. You should also offer them regular refresher courses, webinars, workshops, or certifications to keep them updated on your product features, benefits, and best practices. Moreover, you should provide them with feedback and coaching based on their performance data, such as sales volume, conversion rate, customer satisfaction, and retention rate.
-
The best ways to train and support channel partners involve delivering ongoing training and coaching. Provide comprehensive product knowledge sessions, sales techniques workshops, and regular updates on market trends. Use online platforms for easy access to resources and foster a collaborative environment for sharing best practices. Tailor training to partner needs and offer incentives for continuous learning. Feedback loops are crucial for improvement.
-
Think about how you can improve your processes and systems to minimize stress for the sales manager and avoid unnecessary pressure. Analyze your current work methods and identify areas where improvements, automation or simplification can be made. This will take some of the pressure off everyone in the team and create a more comfortable and efficient working environment.
-
Conteúdo sob medida: - Adapte o treinamento às necessidades específicas de cada parceiro, levando em consideração seu nicho de mercado, nível de conhecimento e experiência com seus produtos ou serviços. - Utilize diferentes formatos, como webinars, treinamentos presenciais, tutoriais online e materiais de autoaprendizagem, para atender a diferentes estilos de aprendizado. - Ofereça certificações que reconheçam o conhecimento e as habilidades adquiridas pelos parceiros, incentivando-os a se aprofundarem em seus produtos ou serviços.
-
Los temas formativos y coaching comercial, son muy valiosos. El conocimiento específico del producto, como se usa, se prescribe o se vende, la parte técnica, la utilización de las herramientas de marketing o de promoción del mismo etc son muy importantes para una venta efectiva. Los vendedores del canal agradecen estas herramientas formativas, ya que les facilita realizar su labor y ser más eficientes. Las certificaciones en determinados segmentos, como en prestación de servicios, software etc, tiene un gran impacto, pues da además la garantía al cliente de que está en manos de expertos, lo que es muy valorado. Otro punto interesante es el feedback de mercado, de competencia, del resto del canal y de los propios resultados del mismo.
-
Regular training and coaching are vital to ensuring your partners are up-to-date with your products or services and sales techniques. This could be done through online courses, webinars, or in-person workshops. A Learning Management System (LMS) like Thinkific or Wahoo Learning can be used to deliver and track partner training.
The fourth step to train and support your channel partners is to recognize and reward their achievements and contributions. This includes providing them with recognition, such as certificates, badges, or shout-outs on your social media or newsletter. You should also offer them rewards, such as bonuses, commissions, discounts, or prizes for reaching or exceeding their sales targets, generating referrals, or creating customer loyalty. Furthermore, you should invite them to your events, such as trade shows, conferences, or partner summits, where they can network with you and other partners, learn from industry experts, and showcase their success stories.
-
Keep a culture of appreciation and thanksgiving: It's important to acknowledge and appreciate the hard work of the boss and other team members. Show them how grateful you are for their contributions and accomplishments. This will create a positive, motivating work atmosphere where everyone feels valued and appreciated.
-
El reconocimiento de logros, categorización, incentivos, premios, certificaciones etc, es algo que funciona muy bien en una red de ventas, lo mismo ocurre con las empresas que constituyen el canal y con los vendedores de las mismas. Una buena convención, en la que se reconozcan dichos logros, se premie a los que consiguen los objetivos, y a los que prestan mejor servicio a sus clientes, tiene un impacto muy importante en los resultados del siguiente ejercicio por la motivación que consigue, además de fidelizar al canal.
The fifth step to train and support your channel partners is to solicit and act on their feedback to improve your partnership. This includes asking them for their opinions, suggestions, or concerns about your products or services, your sales process, your support system, or your partner program. You should also conduct surveys, polls, or interviews to measure their satisfaction, engagement, and loyalty. Additionally, you should act on their feedback by implementing changes, resolving issues, or creating new opportunities that address their needs and expectations.
The sixth step to train and support your channel partners is to monitor and evaluate their performance to ensure they are meeting your standards and goals. This includes tracking and analyzing their sales data, such as revenue, margin, market share, customer acquisition, and retention. You should also measure and compare their performance against their peers, your benchmarks, or your industry averages. Moreover, you should review and adjust their goals, incentives, or support based on their results, challenges, or opportunities.
-
En muchas ocasiones las empresas que constituyen el canal, son pequeñas, las han fundado comerciales aventajados, pero carecen de la formación y de las herramientas adecuadas para la gestión, es por ello, que compartir con ellos la información de su desempeño, el análisis de la misma en términos de eficiencia, tasas de conversión, fidelización de clientes, valor de los mismos, margen etc, les es muy útil. Normalmente también desconocen si lo están haciendo bien o su desempeño no es el adecuado, para ello hay que darles información de como están situados frente al resto del canal, así como con la competencia. Esta información es muy valiosa. Un valor añadido es darle estrategias para mejorar los ratios que estamos analizando.
Rate this article
More relevant reading
-
Direct SalesWhat do you do if your direct sales techniques are becoming outdated in the age of technology?
-
SalesWhat methods can you use to ensure channel partners meet sales performance expectations?
-
IT SalesWhat are the most effective ways to recruit participants for an IT sales focus group?
-
Direct SalesHere's how you can utilize innovation to excel in direct sales.