Recruiting channel partners who genuinely drive sales in Australia requires a focused approach. It’s not simply about signing up numbers; it’s about finding partners who will actively promote and sell your products or services. We’ve seen many businesses struggle with ‘inactive’ partners, so let’s look at how to avoid that.

The Australian channel landscape is unique. It’s relatively mature, meaning partners are often selective and already represent multiple brands. Therefore, your value proposition needs to be compelling. Think beyond margin – what support, marketing funds, and sales tools can you offer that competitors don’t?

Here are some key insights to help you recruit partners who will actively sell:

• Targeted Partner Profiling: Don’t just look for anyone with a reseller licence. Identify the *ideal* partner profile. What customer segments do they already serve? What’s their sales capacity? Do their values align with yours? A clear profile guides your outreach and qualification.
• Incentivise Performance, Not Just Loyalty: Traditional tiered reward schemes are okay, but focus on rewarding *sales volume* and *new customer acquisition*. Consider spiffs – short-term, targeted incentives for specific products or promotions. This creates immediate action.
• Invest in Enablement: Partners need to understand your offering inside and out. Comprehensive training, sales collateral tailored for the Australian market, and dedicated support are crucial. Think ‘sales kit’ not just ‘product information’.
• Co-marketing Funds & Activities: Australian businesses respond well to localised marketing. Offer co-marketing funds for partners to run campaigns, attend industry events, or create targeted content. Joint webinars or email campaigns can be highly effective.

Finally, remember that partner recruitment is an ongoing process. Regularly review partner performance, gather feedback, and adapt your program accordingly. A proactive approach to partner management will yield far better results than a ‘set and forget’ strategy.

To get started, we recommend developing a detailed partner profile and a compelling value proposition. This will form the foundation of a successful recruitment campaign and ensure you attract partners who are genuinely invested in growing your business in Australia.