Many Australian SMEs see reseller channels as a ‘nice to have’ – a way to expand reach, but often without a clear understanding of how to make them genuinely profitable. We’ve seen firsthand that successful reseller programs aren’t about simply finding more bodies to sell your product; they’re about building mutually beneficial relationships that drive consistent, predictable revenue growth. So, what truly makes these partnerships deliver?
It comes down to a few key elements. Firstly, lead generation and qualification is critical. Don’t expect resellers to independently find and nurture leads. Providing them with qualified opportunities – prospects who have already expressed interest – dramatically increases their conversion rates and, therefore, your revenue. This might involve co-funded marketing campaigns or sharing leads generated through your own channels.
Secondly, specialisation and segmentation are often overlooked. Trying to have resellers sell *everything* you offer usually results in nothing selling well. Instead, focus on enabling resellers to become experts in specific product areas or target specific customer segments. This allows them to build credibility and deliver more value, leading to higher sales volumes. Think about which resellers best align with particular niches within your market.
Thirdly, robust enablement is non-negotiable. This isn’t just product training. It’s providing resellers with sales tools, marketing collateral tailored to their audience, and dedicated support. We often recommend creating a ‘reseller portal’ – a central hub for all these resources – to ensure consistency and ease of access. A well-equipped reseller is a confident and effective reseller.
- Deal registration: Protect your resellers’ efforts by implementing a deal registration process. This prevents channel conflict and incentivises them to actively pursue opportunities.
- Performance-based incentives: Move beyond simple margin structures. Reward resellers for exceeding targets, acquiring new customers, or selling specific products.
Finally, remember that a reseller channel is a partnership, not a distribution agreement. Regular communication, joint business planning, and a willingness to invest in their success are essential. By focusing on these elements, you’ll transform your reseller channel from a cost centre into a powerful engine for revenue growth. If you’re serious about leveraging the reseller model, we recommend starting with a detailed channel partner assessment to identify opportunities and build a tailored strategy.
