Many Australian small and medium enterprises are realising the power of extending their reach through reseller programs. However, simply offering a commission isn’t enough to build a truly profitable channel in today’s market. We’ve seen programs stall because they didn’t adequately address the needs of both the reseller and the end customer. A successful program in 2026 will be built on genuine partnership, not just transactions.
Here’s how to structure a reseller program designed for growth:
- Tiered Commission Structures: Move beyond a single commission rate. Implement tiers based on sales volume or performance. This incentivises resellers to actively promote your products and rewards those who deliver consistent results. Consider bonus structures for hitting quarterly targets.
- Dedicated Marketing Assets: Resellers need more than just product information. Provide co-branded marketing materials – email templates, social media content, even website banners – that they can easily deploy. This reduces their workload and ensures consistent messaging.
- Lead Generation Support: Don’t expect resellers to generate all their own leads. Where possible, share qualified leads with your channel partners, particularly for larger opportunities. This demonstrates your commitment to their success.
- Focus on Specialisation: Encourage resellers to specialise in specific product areas or target markets. This allows them to develop deeper expertise and become trusted advisors, increasing their sales effectiveness and your brand reputation.
A key trend we’re observing is the increasing importance of reseller enablement. This isn’t just about product training; it’s about providing ongoing support, sales coaching, and access to market intelligence. Resellers who feel supported are far more likely to be successful and remain loyal to your program.
Looking ahead to 2027, the integration of CRM systems between your business and your resellers will become increasingly vital for tracking performance and managing relationships. For now, focus on building a solid foundation based on mutual benefit and consistent support. The first step is to clearly define your ideal reseller profile – who are you trying to attract, and what value can you offer them?
