Partner recruitment can be tough: you’re ready and raring to get things up and running, and no ones turned up yet.
It’s the nervous anticipation of seeing if your friends come to your birthday party all over again.
What you need to do is make your partner program the best damn party on the block, so that there’s no question as to whether people will show up or not.
So, let’s talk through how to guarantees your potential partners will want to join your program.
1: Approach your potential partnership with the right attitude
2. How you introduce yourself to potential partners
Firstly, consider how you’re saying hello to your potential partner. And no, I don’t mean how whether you say hi or try to be edgy with a ‘howdy.’ (Hi is fine, btw.)
Are you reaching out via email? Or LinkedIn INmail? Consider why you’re choosing the method you have, and whether it’s best suited to them. Are they going to be in the right mindset when they see your message, or are they going to be on a notification-clearing mission?
Do you have a mutual contact that could introduce you? It’s important to quickly build trust, and there’s nothing more trustworthy than a recommendation.
Different outreach methods will resonate with different partner types, so be sure to mix up your approach depending on where you think they may be most active.
4. Explain why you want to partner with them
Everyone knows personalization works, so everyone tries to do it. The problem is, everyone does it in the same way, and so things don’t feel personal anymore.
You know what I mean: those squiggly brackets and “receipent’s first name here” boxes. That’s not personal, that’s auto-fill.
Go further than lazy personalization. Talk about why you want to partner with them specifically and provide a snippet of info that shows you’ve done your research. This might take longer, but you’re better off sending 50 high-quality emails than 100 poor ones.
Making a small effort now will start things off on the right foot and show that you’re dedicated to providing a quality partner experience.
6. Have a compelling offer
What you’re offering to your potential partners matters. This might sound obvious, but you’d be surprised at the partnership deals that actually aren’t that attractive.
So, the offer itself needs to be valuable. Whether it’s around content collaboration, webinars, referral schemes, or something else, make sure you showcase to your potential partner how things can last for longer than just a few months.
8. Track and adjust based on feedback
Once you’ve sent out your initial outreach efforts and have had some nibbles (or not), take a look at what has and hasn’t worked, and make adjustments. Your first pass at things won’t be perfect, and that’s expected, but the best partnerships are those who constantly evolve their offering based on feedback.
When you’ve recruited enough partners to grow a healthy partner program, make sure you switch your focus to be on creating a great partner experience.
If you’d like to learn more about why it matters and how to achieve it, see why the partner ecosystem is such an important part of GTM strategy.
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