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Mastering sales partner management: more motivation, more sales

Make it easy for your distributors to sell your product.

Reseller Management: Simply bringing resellers on board is not enough! Surely you want resellers or channel partners to stay really excited about what they're doing. And be 100% committed to your products. Then you need more than just a well-designed rewards and incentives program. It's about effective, clear lead management ...

Motivate distributors: Make it easy for your distributors to sell your product.

Yes, it's true: Your dealers or sales partners only want one thing: to increase their sales. But not at any price. Because people are known to be lazy. Even if your product is excellent and promises a lot of sales: Your sales partners will rather sell a competitor's product if it is easier to explain and if they get qualified leads. Even if it's not as good as yours.

So rule number one is:

Make it easy for distributors to sell your product.

Sales Partner Management Done Right - You can do it with these strategies:

1. conduct good marketing campaigns in which you can involve your distributors.

Whether with- , through- or for-partner marketing campaigns:

Show the distributor that you care how they sell your products.

You can motivate your sales partners with a clear partner portal. The following applies: Not every marketing campaign is suitable for every partner:

Smaller ones are grateful if they only have to write their name under an action

   Larger ones may have their own marketing department and not be dictated to as much.

2. for successful sales partner management: provide a clear partner portal.

In the partner portal, the retailer should find all information about all marketing campaigns - and about their distribution throughout the year. And, of course, datasheets, price calculators, case studies, brochures, battlecards, product reviews and awards, logos, etc. Well organized and easy to find.

The portal solution should be easy to use and have interfaces to common systems.

If you want to make it perfect, you can use a deal/sales enablement tool. Such tools relieve the partner of the complexity of your offer. Based on the lead data (industry, region, company size, requirements, etc.), these platforms compile the perfect documents.

3. use a strong CRM system

What good is the best marketing campaign if you can't clearly pre-qualify, qualify or disqualify prospects based on interest? And clearly enter them into a database that you update daily.

   Here you can perform lead scoring and identify potential at an early stage.

   And - more importantly - weed out leads that don't deliver.


Many companies forget that lead management is not limited to generating and passing on leads. It is just as important to follow up on the leads afterwards. And to involve all departments in the lead management process: After sales, service, marketing, sales partners: they should all provide continuous feedback on the status of the prospect inquiry.


Will a lead become a customer?

   Then he should get regular marketing material for up-selling and cross-selling purposes.

Does the interested party jump ship and opt for a competitor's product?

Even then, it should flow back into the CRM and be recruited again with marketing campaigns at the appropriate time.

True to the motto: Lead management always has a beginning but no end!

4. lead management: classify your leads honestly

With poor distributor management is one of the most common complaints from partners:

"I'm getting too many leads and most of them aren't worth anything!"

A 2-minute conversation you had at a trade show does not make a real lead. At that point, it's important to communicate clear expectations to the partner. You can motivate your sales partners by passing on leads in a classified way.

Meanwhile, digitally tracking the customer journey makes it easy to classify leads:

A prospect who browses extensively on your company's site is likely to be interested.

One who has even downloaded a whitepaper or info brochure moves up a notch in the rating.

And those who have already registered by mail for a callback from the dealer MUST be contacted immediately.


Scoring and rating mechanisms can now help identify which prospect is how far along in the buying process. Lead scoring is usually done according to the BANT principle: Prospects are ranked by budget, authority, need, timeline. Meanwhile, there is very powerful marketing automation software that automatically pre-qualifies leads and serves them "hot steaming" onto the sales partner's plate.

Distribute customer inquiries to your sales partners as quickly as possible - preferably on the same day!

5. distribute leads immediately

Speed is the key. Studies prove that prospects expect a response within a day, and the likelihood of closing the deal drops dramatically with each passing day. If around half of all inquiries from prospective buyers go unanswered, that means a lot of missed sales opportunities.

A distributor who gets a stale lead will most likely get a rejection from the prospect or hear the phrase:

"Oh, I've already decided otherwise!" Often, the customer infers product and service from agility in the buying process. True to the motto: "If it's already going like this, I can imagine what the service looks like." A loss of image is imminent for dealers and for the manufacturer!

A partner manager can motivate his sales partners by getting good leads to his sales network as quickly as possible: and relevant leads that are nearby and have the capacity to spare.

6. ensure a sensible discount and premium structure in your sales partner management.

Last but not least:

You can motivate your sales partners with a clear incentive program:

   From a discount for a product exchange, to a discount on the sale of certain products, to advertising allowances

   Reward the work of your sales partners with the help of your lead portal. The possibilities here are many: from prizes such as iPads or trips to extra margins.

   Discounts can be, for example, basic resale discounts or discounts for marketing services of the distributor or discounts for qualification services of the distributor

You have the choice and should use these tools in a targeted manner depending on your sales strategy.


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