Sales partners are those companies, or even people, that can act as a complementary solution to yours or, simply, resell your product or service. The choice of your partners is strategic and needs to occur within some important criteria.
Which company does not want to offer a truly complete and unique experience to its customers?
Often, alone, this is not possible. Of course, your product or service must always be great and satisfy the needs of your customers.
But it is always possible to offer something more – and this is where your sales partners come in.
It is the way to reach different people with a personalized experience and delivery. To reach an audience that you, alone, could not be able to.
And when this occurs in the form of a benefits package, the value delivered to potential customers is even greater.
But, after all, how to choose sales partners? How to set up a distribution channel and deliver a mix of complete products and services?
These are issues that we will address from now on.
What are the types of sales partners?
Before looking for sales partners to enhance your sales process, you need to understand the types of partnerships that exist.
That way, you’ll know what makes the most sense for your needs as an entrepreneur.
Its relevance grows, too, from the moment you need to expand your marketing strategies to reach new audiences.
As much as you have a satisfactory lead capture, you need to dialogue with the entire entrepreneurial ecosystem through these partnerships.
It is important to highlight these aspects before you structure your partner program – something strategic and relevant to any business.
Basically, we can highlight 3 different types of sales partners.
1 – Resellers
Resellers are small and medium-sized companies, generally responsible for delivering the service or product to the end customer.
In general, they are at the cutting edge of marketing the solution that your company offers to the market.
2 – Distributors
This partner is the one who makes the connection between the manufacturer and the final dealer – mentioned above.
Large companies tend to be responsible for this. After all, they have the logistical capacity to deliver in large quantities.
3 – Affiliates
These sales partners are not necessarily responsible for selling. They make an indirect sale, in reality.
It is much more about referrals and receiving sales commission if the deal is sealed.
5 important points within a sales partner program
Whatever type of partnership you decide to establish, for your sales partner program to be successful, some elements are indispensable.
First, because you need to ensure that the delivery that will be made to the end customer is within the terms that you understand to be correct.
Good or bad, the image of your company that will be at stake. It is your solution that is being sold – even by third parties.
Therefore, this structuring needs to be thought out calmly, intelligently.
Thus, 5 are the important pillars in this program:
Shall we check each one?
1 – Training
You cannot have a partner indicating or selling your solution if he does not understand what he is selling.
Training is the starting point. Your sales partners need to understand the features of your service or product, the characteristics and, above all, the benefits they bring.
Only in this way will they be able to convince and delight any potential customer and will have a much greater power of persuasion to be able to close a sale.
2 – Remuneration
However, your potential partners will only be interested in training if the remuneration is interesting to them.
After all, that cliché you have heard several times remains true: “there is no free lunch”.
So, if you want your sales partners to start prospecting customers, the revenue from sales needs to be good for them.
If he is an affiliate, set a fair sales commission.
But, if you are a reseller, think of a pricing that is attractive and that brings you good professionals and companies to sell what you offer.
3 – Incentive
Setting goals and objectives for your partners is a way to keep everyone always engaged and engaged in selling more and better.
Create a program for that. With bonuses on holidays, for example. Or other rewards.
Depending on what you sell, you can provide your solution for free for your partner to use as long as they make a specific number of sales within the given period.
4 – Disclosure
Last – but not least – are the promotional materials for these partners.
Council them with:
Anyway, put your entire sales force to work and leave your partners always well supplied.
This will help in attracting customers, of course, but it will also reinforce your brand image for the market.
So don’t neglect that part!
5 – Communication
It is necessary to have a clear and direct communication about what the company expects from the partner.
When you are clear in passing a message, you avoid further frustrations and problems.
Make the partner’s responsibilities, his duties in relation to the solution sold and the customers obtained specific.
For example: will the partner who sells be responsible for onboarding? And the support? Who will issue the invoice?
Structure and record these combinations well. Make the terms very clear so that there are no frustrations from the partner and especially from the customers.
How to choose your sales partners well? See 4 points of attention
Do you want to start your sales partner program right away but don’t know what elements weigh to choose them?
We have separated 3 important points of attention at this point. It is important to be assertive in this mission.
So be aware of:
- Profile of managers;
- Company structure;
- Potential to generate leads.
Enjoy and use your CRM for this mission. Create a specific funnel for partners to be able to complete all validation steps until finally making it official as such.
That said, let’s go to the steps:
1 – Profile of managers
For the relationship to work, the profile of the managers of the companies you are targeting for the partnership needs to be positive.
It is essential to have people willing to make a difference, with ideas and proactivity to relate to a market share that you have not yet reached.
And, of course, focus on the customer, on having a lasting relationship with them and worry about meeting their needs.
2 – Company structure
Does the partner company really have the structure to play the role you expect from it?
Do you have a sales team that, with training, will be able to play your role?
Do you have structured processes and tools to work with on a daily basis?
How much will you need to contribute so that she can work on the terms you need?
All of this must be considered. The effort must be worthwhile, bringing results (sales, of course) for you.
3 – Reputation
The reputation of sales partners cannot be overlooked. Evaluate each person’s history thoroughly.
What do customers usually say about service? Are there any outstanding financial issues?
Don’t be lazy at this point. It is your company’s reputation that is also at stake.
4 – Potential to generate leads
You want to attract more customers to your business, so your partner needs to be able to help you with that.
Evaluate the partner’s sales profile and experience, its history and strategies used.
See how the site works, social networks, inbound marketing, relationships with other partners, among others.
Sales partners: a mix of services and experiences
More than looking for partners to resell your products or services, look for friendly companies to offer a mix of differentiated products and services.
That enhances his experience with your brand. An example of this is the SALES MANAGEMENT PACKAGE that CRM CWT launched with its partners.
In times of sales crisis such as that experienced by the Covid-19 pandemic, it is essential to unite its partners and offer a joint solution to support the market.
The project’s goal is to provide joint customers with a more assertive sales and marketing management model.
Both acting as an inside sales model (in telecommuting times, extremely necessary) but also for external sales.
In this way, you generate value for the customer at various times – especially when he needs it most.
So, how can we help you?
If you want to know more about the CRM CWT benefits package, speak to a consultant today.
Enjoy and read two articles that will help you have a better sales result every day.
The first one talks about the importance of integrating CRM and marketing to increase sales in your company.
The second, on the other hand, addresses the need to have efficient sales methodologies that fit your process.
A hug from CWT, your CRM. #RunCWT