Many Australian SMEs see reseller channels as a fantastic growth lever, but worry about inadvertently building themselves another sales department. It’s a valid concern. The goal isn’t to *do* selling *for* your resellers, it’s to equip them to sell *more* of your product. We’ve seen businesses successfully navigate this by focusing on enablement – providing the tools and knowledge resellers need to succeed independently. This isn’t about hand-holding; it’s about strategic investment in their capabilities.
The key is understanding the difference between ‘support’ and ‘sales execution’. Support is providing materials; execution is doing the work. Here’s how we recommend approaching reseller enablement:
- Develop a comprehensive sales kit: This isn’t just a price list. Think detailed product specifications, competitive comparisons (highlighting your advantages), case studies demonstrating ROI for Australian customers, and pre-written email templates. Make it easy for them to position your offering.
- Invest in training – but make it modular: Long, intensive training sessions are often ineffective. Instead, create short, focused modules covering specific aspects of your product and its application to common customer challenges. Online portals are ideal for this, allowing resellers to learn at their own pace.
- Co-op marketing funds are powerful: Offering a percentage of marketing spend to resellers encourages them to actively promote your product. This could be for local advertising, event sponsorships, or even targeted digital campaigns. Ensure clear guidelines and reporting requirements.
- Focus on lead generation *for* them: While you shouldn’t close deals for resellers, you can generate qualified leads and distribute them. This demonstrates value and provides a starting point for their sales efforts. Consider webinars or content offers specifically designed to attract potential customers.
Crucially, measure reseller performance not just on sales volume, but on their engagement with your enablement materials. Are they accessing the training modules? Are they utilising the sales kit? This data will reveal where further investment is needed. As we look towards 2026 and beyond, data-driven enablement will become even more critical for maximising channel ROI.
Ultimately, successful reseller relationships are built on mutual benefit. By empowering your resellers with the right tools and knowledge, you’re not just increasing your sales; you’re fostering a strong, sustainable channel that drives long-term growth. Your next step should be to audit your current reseller support and identify gaps in enablement – where can you provide more value without taking over the sales process?
