Recruit, Maintain and Nurture a Reseller Channel

John Panekwww.johnpanek.com

Twitter: @jpanek630-209-7413

www.johnpanek.com

Recruiting Select resellers based on their skill

set and opportunity to compliment your offering.

Too many resellers can choke your ability to serve and grow a channel.

Be attractive for resellers. Strong channel model Support team dedicated to the channel

www.johnpanek.com

Resellers Are in Business Too Resellers can be an extension of

your company but maintain a unique value.

Just because they resell does not mean you dictate the business model.

Financial incentives required -technology doesn’t always sell itself.They’re business is not your business.

Let them maintain individuality.

www.johnpanek.com

Business Incentives Attractive profit margins Volume-based rebates

Exclusivity rebates (to block competition) Margin on service contracts

Annuity stream Account protection Neutral compensation w/direct sales

team Marketing support and funding

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Ramping Up Product training (free)

Sales and Technical Supporting organization

Field-Based preferred Pre-sales contact Technical contact Support contact

30/60/90 Day High-touch engagement plan Guide them through certifications Engage them with your team Your enthusiasm will be reciprocated

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Sales/Marketing Enablement 1 Maintain portal of sales, technical and

marketing assets Resellers are generally weak in marketing

Smaller resellers require turn-key marketing. More concerned with leads than brand-building

Skilled marketers need content to repurpose. Collateral copy, case studies, white papers, images. Web content, email blasts, video

Marketing materials and campaignsshould be adaptable by resellers.

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Sales/Marketing Enablement 2 Marketing funds keep resellers focused on

your lines and grow their sales. Co-op dollars as a percentage of sales

Is an additional back-end rebate Market Development Funds (MDF)

Merit-based funds awarded on reseller proposals 100% funding vs. 50/50 funding

Vendor funding is often the only marketing budget 50/50 often means marketing will not happen at all

Require pre-approval process and proof of performance as condition of funding.

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Sales/Marketing Enablement 3 Account planning engages sales

and technical resources. Create common goals. Win together.

Feed leads to resellers based on their strengths.

Funding a campaign does not make a reseller’s leads your leads.

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Sales/Marketing Enablement 4 Ongoing training and events

strengthen your position with the reseller. Annual conferences Sales meetings Monthly tech-talks and webinars Quarterly business reviews Show them ways to be profitable with

you!

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Gotchas Exclusive territory for resellers

doesn’t serve your best interest. Demanding non-compete lines should

come with generous incentive. The channel is everyone’s

responsibility. Resellers are customers too.

Only as good as the weakest link. Sales, Marketing, Procurement, Support.