Many Australian SMEs rely on reseller and channel partners to extend their reach, but simply offering a commission can feel… transactional. While commission is essential, it’s rarely enough to truly incentivise partners to actively promote *your* solutions over competitors. We’ve seen firsthand that building a thriving channel requires a more nuanced approach to rewards and recognition. It’s about fostering genuine advocacy, not just sales volume.

So, how do you move beyond basic commission? Here are a few strategies we recommend to our clients.

• Performance-Based Bonuses: Commission rewards effort, bonuses reward results. Tiered bonuses linked to quarterly or annual sales targets – exceeding a certain revenue threshold, acquiring a specific number of new customers, or selling a particular product bundle – can be incredibly motivating. These should be clearly defined and achievable, but still stretch your partners.
• Market Development Funds (MDF): Providing partners with funds to support their own marketing activities is a powerful incentive. This could cover co-branded advertising, event sponsorships, or even localised content creation. It demonstrates your commitment to their success and helps them generate leads.
• Deal Registration Rewards: Protect your partners’ efforts by offering exclusive rewards for registering deals. This prevents channel conflict and incentivises them to bring opportunities to you first. A small bonus, or priority support for registered deals, can make a big difference.
• Training & Certification Incentives: Invest in your partners’ knowledge. Offer bonuses or increased commission rates for completing product training and achieving certifications. A well-trained partner is a more effective partner, and they’ll appreciate the investment in their professional development.

Don’t underestimate the power of non-monetary incentives either. Regular communication, dedicated account management, and early access to new product information can build strong relationships and foster loyalty. Consider a partner advisory council to gather feedback and make them feel valued.

Ultimately, the best incentive program is one that aligns with your partners’ business goals and rewards them for activities that drive mutual growth. Analyse your current program, identify areas for improvement, and start experimenting with these strategies. A small investment in partner incentives now can yield significant returns in the coming year and beyond.