As experienced channel marketing consultants, we consistently see Australian SMEs asking what makes a reseller program genuinely appealing. It’s not simply about offering a discount; it’s about building a mutually beneficial relationship that drives growth for everyone involved. A successful program isn’t just a way to expand reach, it’s a strategic asset. We’ve analysed countless programs and identified key elements that consistently attract high-quality resellers.
The first, and arguably most important, factor is margin. Resellers are businesses too, and they need to see a clear path to profitability. Competitive margins, coupled with performance-based incentives, are crucial. Think beyond just percentage discounts – consider tiered rewards, spiffs for specific product pushes, or even co-funded marketing activities.
Next, resellers value ease of doing business. Complex processes, cumbersome portals, and slow response times are deal-breakers. Streamline everything from onboarding to order processing to technical support. A dedicated channel manager is invaluable here – a single point of contact who understands their business and can quickly resolve issues. We often recommend investing in a partner relationship management (PRM) system to automate tasks and improve communication.
Beyond the transactional, marketing support is a huge drawcard. Resellers often lack the resources to effectively market your products themselves. Providing them with ready-made marketing materials – email templates, social media content, even co-branded campaigns – significantly increases their sales potential. This demonstrates a genuine investment in their success.
- Training and enablement: Resellers need to be confident in their ability to sell and support your products. Comprehensive training programs, both online and in-person, are essential.
- Lead generation: Sharing qualified leads with your resellers is a powerful incentive. It demonstrates your commitment to their growth and provides them with immediate sales opportunities.
Finally, remember that resellers are looking for long-term partnerships, not just quick wins. A clear roadmap for the future, demonstrating ongoing investment in product development and channel support, will attract and retain the best partners. As we look towards 2026 and beyond, building these strong relationships will be more critical than ever in a competitive landscape.
If you’re serious about building a thriving reseller channel, start by honestly assessing your current program against these criteria. A small investment in improving these areas can yield significant returns in terms of partner recruitment, engagement, and ultimately, revenue growth. Consider a channel program audit to identify specific areas for improvement – we can help with that.
