For many businesses, selling directly may not always be the most effective way for prospects to access products or services. By developing intermediary channels, this accessibility may be improved, as well as providing other benefits, such as introducing a degree of specialisation (industry or other) or decreasing costs. Just as with customer acquisition, the recruitment of channel partners is a process which requires careful consideration and targeted marketing activity.

Identifying the right channel partner

When selecting a channel partner, it is important to bear in mind both your business objectives and the needs of your customers. The channel must complement and adhere to your brand messages, and should ideally work to strengthen and enhance your business. At the same time, consider your customers’ buying experience and their expectations of dealing with your products or services.

To identify the most appropriate candidates, develop a list of criteria you require from a channel partner and identify those businesses which fit in with this particular specification.

Marketing to channel partners

Effective marketing is a critical element of successful channel partner recruitment. Focussed marketing activity that is directed at the potential partners you have identified – and that highlights the benefits of partnering with your business – will help to ensure you attract those partners most suitable to your offering and the needs of your prospects.

One method of marketing to channel partners involves competitive targeting of potential businesses, by identifying those partners currently working with a competitor and establishing their willingness to consider an alternative. Marketing activity around competitive targeting includes profiling to build a list of prospective candidates (e.g. through web research, data rental etc.), outbound telemarketing to determine opportunity and email/direct mail communications of the initial value proposition.

Visibility is key to ensuring potential partners are aware of your business and therefore able to consider it as a possible partnering opportunity. Using online marketing techniques such as search engine optimisation (SEO) and search engine marketing (SEM) may prove highly valuable in increasing the visibility of your business, particularly as these methods have the added potential of bringing partner companies to you.

You may also consider implementing a referral program, whereby known contacts recommend associates for you to consider as channel partners. This simple method can be an effective means of bringing suitable candidates to your attention by people already familiar with your business.

If you use intermediaries within your sales channels, how do you select and recruit the best partners for your business? Share your thoughts with the MIH community by leaving your comments below…