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.
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:
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:
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.
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.
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.
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.
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.
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.
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.
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.
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:
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:
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.
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