How do you view your indirect sales channel? Friend or foe? Depending on your strategy, your channel can be your biggest advocate or your biggest challenge to success.

How do you turn your VAR into an advocate? When I begin a new channel relationship, I employ the following:

I: Educate

Your product is one in hundreds if not thousands that a reseller may be offering. For your VAR, it is important to showcase the value of your product in an easy-to-digest and easy-to-explain format. Channel sales need to understand:

  • What your product is
  • Who should buy it
  • The margin they will make selling it
  • Support available for your product

I repeat these items with every touch point. VARs are busy just like you and me and need a little reminder. Remember, if you are selling your product through this channel partner, so is your competition.

II: Differentiate

In the past, I have worked with very bright and talented product managers who have spent hours positioning my product in the marketplace. Complex PowerPoint presentations… in-depth data sheets… analyst endorsements… all of which earned me the “blank stare” from my channel partner.

Turn your product information into the right sound bites that help your VAR easily differentiate your value from other products in your space. Salient data points are the silver bullets channel sales can use to sell your product. If your VAR can grasp what your product value proposition is in 30 seconds or less, your target end user will too. And that translates to increased sales.

III: Motivate

I have spent hours talking to VARs and sales alike about the “value” of a product. But what always grabbed their attention the most was a great personal incentive. Like you, a pat on the back is great, but a monthly bonus is a lot better. Your channel partner has options and if given the opportunity he will push the product that puts more cash in his pocket or gives him a great night out.

Consider the following programs to reward your VAR for actively engaging you and customers:

  • Deal registration program that protects a deal and offers additional margin
  • SPIFF program that offers a monetary incentive for every sale
  • Buddy Call program that rewards your VAR for engaging you on a joint sales call with a prospect
  • Sales contest for a formal dinner or sporting event, on you

Building a true partnership and advocate takes time, patience and resilience. The channel needs constant engagement and the right tools for success. But with a strong set of channel advocates, you will see amazing product adoption and increased sales.

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