Directly Affect Sales with Indirect Marketing Strategies
I just got off the phone with a long-time client, and his answer to my routine question, “how are things going?” was surprisingly different from the routine, “fine, and you?” Today, I was informed of the unpleasant privilege of being totally dependant on resellers, affiliates, and service bureaus for your corporate sales numbers. “If you come up with any ideas for getting these guys off their tails, let me know.” I have a few, so I thought I’d share with everyone.
Now, of course there are some obvious solutions that come to mind—up their quotas, cut their margins, threaten to cancel their contract—and all of these will work wonders on your long-term relationship, right?
Some of the best solutions hinge on human emotion and personal relationships. For example, instead of emailing leads to the next reseller in the queue, why not invest in a call. “Hi Joe, this is Nick. I’ve got a hot lead I need your help closing. I know you’re probably busy, but if you can get us in the door this week, I would really appreciate it.” Let them know you want their help. Acknowledge their importance in the sales process.
In addition to the human need to feel desired, we are also beasts that bask in praise. Some of the most productive resellers in the tech market are also the most highly decorated… and it’s a chicken-and-egg phenomenon. Give accolade, and you’ll soon find them earning even more. I encourage companies to “invent” new certifications, authorizations, and performance awards—enough to make sure every reseller has something to tout—and then offer maximum publicity for the recipients.
Finally, make sure your marketing budget and strategy reflects the importance of indirect sales. A strong focus on corporate branding that is absent of co-op marketing efforts can send mixed messages to your channel partners. The more you work for resellers, the more they’ll work for you. We structured a co-op marketing system for one client that allotted over 40% of their total marketing budget directly for co-op use. Their resellers planned events, ran ads, and even dedicated sales staff to this single product line. What more could you ask for?
Now, of course there are some obvious solutions that come to mind—up their quotas, cut their margins, threaten to cancel their contract—and all of these will work wonders on your long-term relationship, right?
Some of the best solutions hinge on human emotion and personal relationships. For example, instead of emailing leads to the next reseller in the queue, why not invest in a call. “Hi Joe, this is Nick. I’ve got a hot lead I need your help closing. I know you’re probably busy, but if you can get us in the door this week, I would really appreciate it.” Let them know you want their help. Acknowledge their importance in the sales process.
In addition to the human need to feel desired, we are also beasts that bask in praise. Some of the most productive resellers in the tech market are also the most highly decorated… and it’s a chicken-and-egg phenomenon. Give accolade, and you’ll soon find them earning even more. I encourage companies to “invent” new certifications, authorizations, and performance awards—enough to make sure every reseller has something to tout—and then offer maximum publicity for the recipients.
Finally, make sure your marketing budget and strategy reflects the importance of indirect sales. A strong focus on corporate branding that is absent of co-op marketing efforts can send mixed messages to your channel partners. The more you work for resellers, the more they’ll work for you. We structured a co-op marketing system for one client that allotted over 40% of their total marketing budget directly for co-op use. Their resellers planned events, ran ads, and even dedicated sales staff to this single product line. What more could you ask for?
Labels: Channel Marketing, Indirect Marketing, Technology Marketing
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