Looking to make a splash by expanding your distribution reach? Partners and resellers can hold the key to new growth opportunities – but how do you know where to start and what you need to keep in mind?


In this blog, we’ll discuss the nitty gritty of leveraging partners and resellers to grow your business. So get ready, because it’s time to hit the ground running!


Identify potential partners

The best way to expand your market reach and increase sales of your products and services is to identify potential partners and resellers who can help you grow. The right partners and resellers can open up new customer segments, provide increased brand visibility, and create access to new markets.

Before you start looking for potential partners and resellers, it’s important to have a clear understanding of what type of partner or reseller you need. Consider factors such as geographical coverage, customer base, reach among certain demographic or customer groups, partner incentives, customer service ability and local legislation.



Once you have a clearer idea of who you want to partner with or sell through, research the market for potential candidates. Speak with relevant contacts within industry associations or other networks where relevant partnerships are likely to exist or could be developed quickly. It’s also a good idea to connect with existing clients in order to gain input on some potential prospects.



Social media tools such as LinkedIn can also provide great insights into prospective partnerships by giving you access to more information about other businesses in the market. Additionally contact the appropriate people at companies that you are looking at partnering with; speak with the decisions-makers directly in order to evaluate the suitability of the partnership quickly and efficiently.



After identifying potential investments, contact these businesses; learn more about their operations so that you can properly assess if they would be a good fit for your target market as well as taking into consideration any challenges that could arise from entering such a partnership. Once both parties agree upon entering into a partnership agreement ensure all necessary documentation is complete including confidentiality agreements potentially NDAs prior embarking on the venture with them.



Develop a partner program

One of the most effective strategies for businesses to expand their reach and distribution networks is through a partner program. A partner program allows businesses to leverage the resources, skills, and marketing channels of existing partners to quickly grow market share.

By developing relationships with new partners, businesses can access new markets, gain exposure to more potential customers, and tap into diverse perspectives and experiences. Additionally, partnerships with local resellers allow businesses to hone their products and services through feedback received from the market.



When developing a partner program, businesses should set clear expectations between both parties so each knows what they are responsible for delivering upon in terms of business objectives. Expectations should include criteria such as:




    • Who will provide support services (technical or sales)


    • How long it will take for each milestone in the program’s development process to be completed


    • How often business objectives need to be re-evaluated, etc.



Additionally, an incentive plan should be established early on in order for both sides to benefit from higher revenue streams and increase customer retention rates.


Businesses should also keep in mind that any partnership needs continuous work in order for the relationship to remain viable over time and still deliver the desired success. This requires a long-term vision and strategic planning from the outset of negotiations as well as regular communication – after all, it’s impossible for partners or resellers to deliver solutions if they don’t know what they need to do! By investing time and effort into building sustainable partnerships with local resellers or industry leading global companies earlier on in product development cycles companies can generate more success further down the line when making efforts at expanding their global reach via distribution channels or partner programs later on down the line as part of their growth strategy.



Provide training and support

Partners and resellers play an essential role for companies who are working to expand their distribution reach as they have the network and resources that can help achieve this goal. To ensure partners and resellers are delivering the highest levels of success, companies need to provide ongoing training and support. Training should be tailored based on individual needs so each partner or reseller is able to use their expertise in the best possible way.

Training should include strategies on how to get the most out of promotional activities and sales opportunities as well as general product knowledge and customer requirements. Companies should also aim to give partners relevant insights such as market trends, competitor’s strategies, pricing updates and industry challenges. This can help provide partners with a deeper understanding of how they can effectively reach target customers in a given sector or geographic area.



To maximize success, companies also need to provide clear guidance when it comes to issues related to customer service and technical support including response times, processes for handling customer complaints, warranty information, returns procedures and guidance on how best to handle after-sales enquiries. Companies also need ensure resellers are aware of regional legal requirements or industry regulations that could impact sales opportunities or customer service. Finally ensuring effective communication channels with regular updates is essential for all parties involved – both internally within an organization but also between partners / resellers too.



Create joint marketing campaigns

Partners and resellers can be valuable for any business looking to expand their distribution reach. To ensure partners and resellers are successful in promoting your products, a joint marketing campaign should be developed. This will help build and maintain a good working relationship with partners and resellers and ensure the message of your product remains consistent with respect to branding, pricing, messaging and any sales offers.

The campaign should include developing different tactics that suit the partner’s target market – such as content creation, social media campaigns or email communication. Developing clear expectations of both parties is key to making sure they understand the goals of the campaign. While each partner or reseller’s activities may differ depending on their target audience and resources available, some common elements such as brand standards, messaging consistency, creative assets should be agreed upon by all parties.



Having a well-defined plan in place will help keep everyone on track throughout the lifecycle of the campaign – from planning through execution to analysis – so that all parties are aware of what is expected from them in regards performance metrics while creating an environment conducive to working together effectively. Measuring success is essential for understanding what worked best for which audiences so there’s more guidance available for future campaigns developed with partners or resellers.



Monitor and measure

Having a partner or reseller program can be an effective way to extend your reach into new markets and increase sales reach with minimal cost and effort. Establishing a successful partner or reseller program requires careful planning, however, as well as consistent monitoring and measurement.

Understanding how well the program is performing requires both quantitative and qualitative measures. Quantitative measures will help you define just how much of your products or services were sold through partners/resellers, while qualitative measures will give you feedback on the efficacy of the program itself. By collecting and interpreting data regularly, you can make adjustments to ensure the success of the program long-term.



When considering quantitative measurements for your partner/reseller programs, it’s important to provide accurate sales data from each individual source. Without this insight, it may be difficult to determine which sources are driving higher sales volume or offering other benefits such as higher loyalty rates among customers. Data should include detailed information such as:




    • the number of orders fulfilled per month by each partner/reseller;


    • total revenue generated;


    • cost associated with fulfillment;


    • customer feedback ratings;


    • lead generation rate;


    • close rate etc.




This information will equip you with valuable insights on how well your partners/resellers are performing and if there are any areas in need of improvement for future success.



In terms of qualitative measurements for assessing reseller programs, regular satisfaction surveys should be conducted—both internally from those working directly with these partners/resllers as well as externally from end customers—in order to obtain an understanding of customer experience within this channel or market segment. Asking targeted questions regarding performance expectations allows companies to stay informed about their partners’ success in delivering products or services that meet customer needs over time. Staying abreast on their complaints and concerns can help you address any issues early reducing any risks when expanding distribution reach further down the line.



Furthermore, surveys can help reveal gaps in what customers want out of a product/service versus what is currently being offered which could open up new opportunities for expansion into different markets.



In addition to collecting data & feedback from customers via regular surveys it is also helpful to seek advice & input directly from partners/resellers themselves who may have ideas about how you could improve efficiency without compromising customer service level.



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