When it comes down to it, engage your channel partners like employees, but remember their differences. A critical difference is that channel partners are not under your direct control. Channel partners are not in the adjacent office. Channel partners are not typically giving you their undivided attention – most notably when they do not represent your brand exclusively. But, like employees, channel partners are critical to the success of the businesses that rely on them and are major contributors to your bottom line.
The importance of communication and trust-building are widely recognized as key to engaging channel partners. Less recognized is the role played by an organization’s brand in deepening channel partner engagement. Very simply, channel partners who are deeply engaged with the brand sell more, are highly motivated, and will make a greater contribution to sales goals than partners who are not engaged.
Here are some things to keep in mind about your brand and channel partner engagement:
Keep in mind that brands are viral in nature. The brand may require a host—the organization, its employees, and its partners—to be conveyed, but it can exist independent of the host. This is good news when engaging channel partners through your brand. Although key players may change, the brand endures.
If you are interested in learning more about how to engage with your channel partners and the positive effects engagement and incentives can have on your bottom line, we recommend the following case studies. Contact us today to speak with an engagement expert.
Revamped incentive program keeps brand top-of-mind
Real-time information and streamlined functionality boost franchise participation