For Australian SMEs building a reseller channel, attracting the right partners is crucial. It’s not enough to simply *have* a program; you need to actively demonstrate why resellers should invest their time, money, and reputation in representing your products or services. We see many businesses stumble here, focusing too much on what *they* want from the partnership, rather than what’s in it for the reseller.
Resellers are essentially small businesses themselves. They’re evaluating opportunities constantly, looking for the best return on their investment. Here’s what makes a partnership genuinely attractive to them:
- Strong Margins & Incentives: This is fundamental. Resellers need to make a healthy profit. Competitive margins, performance-based bonuses, and special deal registration programs are essential. Think beyond just the base discount – what extra rewards can you offer for exceeding targets?
- Demand Generation Support: Resellers don’t want to be solely responsible for finding customers. They want a partner who actively drives leads *to* them. This includes marketing development funds (MDF), co-branded marketing materials, and lead sharing.
- Sales Enablement & Training: Your resellers are the face of your brand. They need to be confident and knowledgeable. Comprehensive training on your products, sales techniques, and competitive landscape is vital. Ongoing support, like access to a dedicated account manager, is also highly valued.
- Product Differentiation & Market Opportunity: Resellers are looking for solutions that fill a gap in the market or offer a unique advantage. If your offering is easily commoditised, it’s a harder sell. Clearly articulate your unique selling proposition and the potential market size.
We often advise clients to map out the reseller’s customer journey. Understand their pain points, the challenges they face when selling, and how your partnership directly addresses those. A well-structured reseller portal, providing easy access to resources, pricing, and support, also significantly improves the experience.
Ultimately, successful reseller partnerships are built on mutual benefit. By focusing on empowering your resellers to succeed, you’ll attract higher-quality partners and unlock significant growth potential for your business. If you’re unsure where to start, a channel assessment can help you identify areas for improvement and develop a compelling value proposition for potential partners.
