Many Australian small and medium enterprises are realising the power of extending their reach through reseller programs. However, simply offering a commission isn’t enough to build a truly profitable channel in today’s market. We’ve seen programs stall because they didn’t adequately address the needs of both the reseller and the end customer. A successful program in 2026 will be built on genuine partnership, not just transactions.

Here’s how to structure a reseller program designed for growth:

• Tiered Commission Structures: Move beyond a single commission rate. Implement tiers based on sales volume or performance. This incentivises resellers to actively promote your products and rewards loyalty. Consider bonuses for exceeding targets, or even exclusive access to new product launches.
• Marketing Development Funds (MDF): Resellers often lack the budget for dedicated marketing. Providing MDF – funds they can use for local advertising, events, or content creation – is a powerful incentive. We recommend allocating MDF based on reseller commitment and potential.
• Lead Generation & Sharing: Don’t expect resellers to generate all their own leads. Actively share qualified leads with your reseller network. This demonstrates your investment in their success and accelerates sales. A dedicated portal for lead distribution is essential.
• Dedicated Reseller Enablement: Resellers need to understand your product inside and out. Invest in comprehensive training materials, sales scripts, and product demos. Ongoing support is crucial – think regular webinars, dedicated account managers, and easily accessible resources.

A key trend we’re observing is the increasing importance of specialisation. Rather than trying to recruit a huge number of generalist resellers, focus on finding partners who already serve your target market. For example, if you sell software for accountants, target firms that provide IT services to accounting practices. This pre-existing customer base dramatically increases the likelihood of success.

Finally, remember to continually analyse program performance. Track key metrics like reseller recruitment rate, average deal size, and customer lifetime value. Use these insights to refine your program and maximise its profitability. To get started, we recommend mapping out your ideal reseller profile and then proactively reaching out to businesses that fit the criteria. A well-defined program, coupled with targeted recruitment, will set you up for strong channel growth.