How to Recruit Partners for Your Partner Program

Recruit The Right Partners for Your Partner Program

Successful partner recruitment helps you reach new markets, tap into new resources, and boost your bottom line. By finding the right partners, you also gain trusted advisers during slow or more challenging times. 

How do you go about finding the right partners? Where do you begin to look? Start right here. In this post, learn how to build a solid recruitment strategy that leads to a successful partner program. By discovering how to recruit channel partners, you’ll realize the significant rewards they bring to your business. 


Build Your Ideal Partner Profile


With channel partner recruitment, the primary driver of success is having a clear vision of what your partners look like. Clearly define your target market and understand the type of partners that would fit well with your program. Once you have a good idea of who to target, develop a recruitment strategy.

A partner profile document outlines the ideal characteristics and qualifications of a potential partner. By having a clear idea of what you’re looking for, you can more easily identify and recruit the right partners for your business.

When building an ideal partner persona, think about the skills and expertise you need to help achieve your business goals. For example, you might want to consider the following factors:

  • Industry experience: Do your research to determine the types of partners that align best with your business. Your partners should reach your target audience, but they shouldn’t directly compete with you. 
  • Business goals: Understand what motivates your partners. Find out if your goals align.
  • Geographical location: Look for partners in territories you don’t have access to. Your ideal partners should speak the local language and understand cultural nuances better than you.
  • Size and growth potential: Determine their potential to scale by checking which other vendors they have partnered with.
  • Customer base: Find partners with a diverse customer base. Look for ones who have a hold on regions that you’re unfamiliar with.
  • Access to distribution channels: Compile a list of distribution channels that partners use to sell. See if they match your selling style.
  • Financial stability: Do research to learn about your partners’ financials, reputations, and credibility.

Once you have a clear idea of the qualifications and benefits you’re looking for in a partner, compile a list of partners or companies that fit that profile. Include businesses in your industry that are in your target market or have a similar size and growth potential.

Also, build your value proposition to help sell your potential partner on the idea of working with you. Consider what you’re offering them that they can't get anywhere else and what makes your program attractive and worth their time and effort. 

When thinking about a value proposition, use the following promotion points:

  • Access to your company’s products or services
  • Joint marketing and promotional opportunities
  • Co-branding opportunities
  • Access to your company’s customer base
  • Technical or financial support

Attract Ideal Channel Partners

Now that you know who to target, it’s time to search for them. Follow these tips to help you find the right channel partners for your channel partner program.


1. Tap into your networks

If you're just starting, reach out to your personal and professional network to see if anyone knows of potential partners that fit your ideal profile. Ask for an introduction. The more personal the connection is, the more likely the

company will consider partnering with you.


2. Search online resources

Search online directories and use search engines to help you find potential partners. Look for industry-specific directories or use keywords that describe your ideal partner.


3. Go social

Include social media as part of your strategy. LinkedIn is an ideal platform for you to reach out to and connect with potential partners. You can also use Twitter, Facebook, and other social media platforms to reach a wider audience. Target your message to the right audience. 


4. Create a web presence

A well-designed website is essential for potential partners to get to know your company and learn about your offerings. If you have a partner program, make sure your website has at least one section dedicated to channel partners. Include information about your program and make it easy for potential partners to apply.


5. Develop email strategies

Email marketing enables you to customize messages to reach potential partners. Use targeted content that speaks to your partners’ specific needs and interests. Take time to write personalized messages instead of sending generic blast emails. 

Once you receive responses from potential partners, reply quickly. Show them you’re interested in working with them and are willing to engage in a conversation. Include information about your partner program in your email signature and promote your program in email marketing campaigns. 


6. Show up at industry events

Trade shows and events provide a way for you to get in front of potential partners and tell them about your program. Prepare a strong pitch to pique their interest. Be ready to answer any questions potential partners might have.


7. Pay to advertise

Don’t overlook traditional advertising channels. While online recruiting is certainly effective, sometimes good old-fashioned print or broadcast ads can reach the right people. Print marketing, such as flyers and brochures, can also be effective in helping you reach potential partners and promote your partner program. You can also use these print materials during in-person events.

Recruiting partners takes time, so don’t get discouraged if you don't see results immediately. Keep at it, and eventually, you’ll find the right partners for your program. 


Have a Structured Onboarding Process

Creating an onboarding process for your partner program can help ensure your and your partners’ success. By clearly defining the steps and expectations from the beginning, you can avoid misunderstandings and set your partners up for success.

Here are a few tips to create an effective onboarding process for your partner program:

  • Define your program goals and objectives. Be clear about your goals from the outset to align your partners with your objectives.
  • Communicate your expectations. Your partners need to know what you expect from them to be successful. Be clear about your requirements and expectations from the beginning.
  • Provide training and resources. Give your partners the tools they need to be successful. Provide training on your products or services and any resources they might need to help them promote your program.
  • Monitor and measure progress. Monitor your partners’ progress and provide feedback along the way, so they stay on track and meet your expectations.

Take Care of Your Partners

To have a strong partner program and successful partner recruitment, you must treat your partners right. Creating a positive experience for your partners will lead to strong retention and word-of-mouth promotion. 

Follow these tips to ensure you provide the best care for your partners: 

  • Communicate regularly with your partners. Let them know what’s going on with your business and update them on your progress. Effective communication helps build trust and keeps your partners engaged.
  • Be transparent about your business goals, plans, and finances. Your partners need to know what you’re working toward and how they can help you achieve your goals. They also need to know that you’re being responsible with their resources.
  • Fairly compensate your partners for their contributions. Provide them financial compensation and access to exclusive products, services, or events.
  • Respect your partners’ time and value. Your partners are busy people with their own expertise. Respect their time and don’t take advantage of their knowledge. Ask for their input when you need it and value their advice.
  • Show your appreciation for your partners. A simple thank you goes a long way. Thank them frequently for their efforts and contributions to the program.

Build a Solid Partner Recruitment Strategy that Works for You

Partner recruitment requires a custom approach that’s right for your partners and your business. Create a recruitment strategy that uses various channels to reach as many potential partners as possible. From there, you can whittle down your search to find the right partners for your program.

Become your partners’ favorite vendor by providing all the tools they need in one place with Zomentum PartnerAlign. PartnerAlign enables youto be at the center of your partner’s revenue-generating activities and gives you facetime with a set of partners that already love and use Zomentum. 

Discover how. Request a PartnerAlign demo.

How to Recruit Partners for Your Partner Program