Absolutely, partner programs can work exceptionally well for Australian SMEs. For a long time, they’ve been seen as the domain of large corporations, but that’s changing. We’re seeing more and more small to medium businesses successfully leverage reseller channels to expand their reach and accelerate growth, particularly as customer acquisition costs continue to rise.

The key is understanding that a ‘partner program’ isn’t just about finding people to sell your product. It’s about building mutually beneficial relationships. Think of it as extending your sales and marketing team without the overhead of full-time employees. Here are a few insights we’ve observed working with Australian businesses:

• Target the right partners: Don’t just look for anyone willing to sell your product. Focus on businesses that already serve your target market. A complementary, not competitive, offering is ideal. For example, if you sell accounting software, partner with bookkeeping services.
• Focus on enablement: Your partners need to be successful to make *you* successful. Provide them with sales training, marketing materials, and dedicated support. Think beyond just product information – help them understand how to position your offering to their clients.
• Tiered programs drive engagement: Not all partners are created equal. A tiered program – perhaps Bronze, Silver, Gold – incentivises partners to invest more in selling your product. Higher tiers could unlock better margins, dedicated account management, or co-marketing opportunities.
• Commission structures matter: A simple, transparent commission structure is crucial. Consider offering recurring revenue share for subscription-based products, which aligns partner incentives with long-term customer value.

We often advise clients to start small. Pilot a program with a handful of carefully selected partners before scaling. This allows you to refine your processes and ensure the program is delivering a positive return on investment. Don’t underestimate the power of regular communication and feedback – building strong relationships is paramount.

If you’re looking for a cost-effective way to expand your market reach and increase sales, exploring a reseller channel is a smart move. The next step is to analyse your current customer base and identify businesses that could become valuable partners. We can help you develop a tailored partner program strategy to unlock new growth opportunities for your business.