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Think your channel partners are exclusively responsible for creating demand for your products? Think again.

Demand generation responsibilities rest almost exclusively with your ability to empower your partners. After all, the purpose and goal of channel partners is to make money and profits from selling your products. And by providing your partners with the right tools, resources, and incentives, you’ll directly impact your organization’s success.

To help boost sales—for both you and your channel partners—consider these prospecting tips and techniques.

Define Your Channel Framework

Providing partners with an established framework to operate within ensures that everyone is on the same page. Remember, your reps are often selling for other vendors. That’s why it’s important to gain the respect and trust of your channel partners.

Channel collaboration isn’t rocket science. At the end of the day, it must be profitable for the partner to sell your products. And the ideal channel program is supported by a defined, coordinated program that drives sales.

Provide Branding, Marketing, and Promotional Support

Brand marketing efforts should be a combined effort between you and your partners. Encourage your partners to position their own brand, while also offering marketing strategy and customized content.

Empowering your partners with marketing messaging helps them align with your brand and present your product with a strong voice.

Create a Value Proposition for Channel Partners

A value proposition outlines the benefits of your products and services. And your value proposition will be different for every partner, every time.

When selling through indirect channels, your partners have a role in creating value—and that value differs from partner to partner. Determine the value add and uncover your channel partner’s unique strengths by asking yourself the following questions:

  • Why should a channel partner want to do business with you?
  • Why should a channel rep want to sell your offering?
  • How much money is your partner going to make?

Value propositions serve as the basis for your organization’s sales, marketing, and product development efforts. That’s why it’s critical to work with partners to craft a compelling value proposition.

Train Channel Partners on Your Sales Engagement Model

Many organizations fail to align their channel partners with internal end user sales models. This leaves channel partners in the dark, which often results in loosely defined, ambiguous models.

Keeping your partners on the same page is critical. And providing your channel partners with adequate support, communications training, and sales tools to embrace your defined engagement model can make or break your organization’s success.

Provide Feedback To Increase Accountability

Part of establishing long-term, lasting relationships with partners is by building trust. And one of the most effective ways to build trust is by creating accountability across your organization. If you make promises, be sure to keep them—you can’t expect your partners to deliver if you do otherwise.

Implementing defined processes to inspect and evaluate deliverables ensures that partners receive regular feedback on performance and quality. An empowered partner that trusts your organization is not only self-motivated, but also driven to perform better.