Getting resellers to simply *sell* your solution is one thing. Having them actively recommend it – becoming true advocates – is where the real channel growth lies. We’ve seen firsthand with Australian SMEs that a passive reseller network delivers modest returns. An engaged, recommending network? That’s a different story. So, what drives that enthusiastic advocacy?
It’s not just about margin, although that’s important. It’s about building a partnership where resellers genuinely believe in what they’re selling and see tangible benefits beyond the commission. Here are the key elements we consistently observe:
- Strong Lead Generation & Qualification: Resellers value their time. Providing them with warm, qualified leads – not just names and numbers – dramatically increases their win rate and makes them more likely to champion your solution. We’re talking about prospects who’ve already expressed a need your product solves.
- Dedicated Enablement Resources: Don’t assume resellers will figure things out themselves. Comprehensive training, sales collateral tailored to the Australian market, and ongoing support are crucial. Think beyond product features; focus on how to position your solution to address specific client pain points.
- Transparent Communication & Market Intelligence: Keep your partners informed. Share your roadmap, upcoming promotions, and insights into competitor activity. This demonstrates respect and equips them to have informed conversations with their clients. Regular business reviews are also vital.
- Consistent Margin & Incentive Programs: While not the sole driver, a competitive and predictable margin structure is essential. Layer on performance-based incentives – bonuses for exceeding targets, special deals for new customer acquisition – to further motivate advocacy. Consider tiered programs recognising different levels of commitment.
Ultimately, resellers recommend solutions that make *them* successful. If your offering consistently delivers results for their clients, and you provide the support they need to close deals, advocacy will follow naturally. We’re seeing a trend towards resellers wanting to specialise, so positioning your solution as a key component of their focused offering is a powerful strategy for 2026 and beyond.
To unlock this potential, start by auditing your current reseller program. Identify gaps in enablement, lead quality, and communication. A simple partner satisfaction survey can reveal valuable insights. Then, prioritise improvements based on what will have the biggest impact on reseller success – and, consequently, your revenue.
