Lead Generation:
Your Channel Program Multiplier
If you're an OEM, working through independent Manufacturers Reps, Resellers, VARs, channel partners and distributors presents a unique set of opportunities and challenges. Channel partners can help you generate incremental sales in their established territories relatively quickly and inexpensively. But getting them to open new or underdeveloped geographical areas or vertical markets can be frustrating and expensive. And after the initial honeymoon (assuming you don't have an "annulment"), keeping them performing at a high - or even acceptable - level is often difficult and expensive.
With JV/M on your team, however, you can get all the benefits that channel partners have to offer - and more - while eliminating the major challenges that lead to failure. So you'll get a higher ROI, with less investment, and a lot less risk and pain.
Why Use Channel Partners?
Channel partners certainly have a place in the market, and they offer a number of benefits. For example, they already have a presence in the market, and often have established relationships with accounts you want to target. Channel partners therefore reduce the burden of creating awareness with prospects, building rapport and, often, stimulating interest - thereby saving you time, and reducing your market risk. Channel partners also usually work on straight commission, and pay their own expenses, so your initial financial exposure is known, and limited.
What Are the Downsides?
Even with all these advantages, channel partners often fail to deliver the sales results you need. Sometimes you can't get the time and attention from them that your product requires. Sometimes they won't go after the accounts that you want them to target. They almost always follow the path of least resistance, and instead they stay on the friendly ground they are familiar with. Getting a channel partner to leave his comfort zone can be a challenge. And getting them to make effective cold calls is nearly impossible, and therefore greatly avoided. You almost always give up account control. And sometimes the better channel partners demand concessions that make the whole deal uneconomic.
How Can JV/M Help?
We've worked with dozens of companies that use independent reps, VARs, agents and distributors, helping them maximize their sales and profits by providing outsourced lead generation - the "critical path item" in their marketing strategy.
We've been there. We understand the challenges, we have the solutions, and we know how to make them work. Here are some of the challenges we've seen, and how we help:
| Challenge |
Description |
JV/M Solution |
| Channel Partners Can't or Won't Take You into New Accounts |
Channel partners are comfortable with their established accounts. But if you need them to go after anything new, they can't, or won't, do it. Many won't even make cold calls, or do prospecting. |
JV/M can quickly get you into new accounts where neither of you have a presence - enabling you to increase your market, and your market share. This is our "niche," and what we do all day, every day. |
| With Channel Partners, You Often Give Up Account Control |
If the channel partner brought you in, they "own" the account. This often leaves you at a disadvantage, especially in margin, but also in leverage and knowing the pulse of the market. |
By initiating the relationship with the prospect, JV/M can insure that you own the account, and the territory. We can keep you plugged in, so you don't lose Account Control. And feedback is untainted, so you'll always know what's really going on. |
| Channel Partners Are More Expensive Than You Think |
If you're missing business because your channel partners are unmotivated, too challenged, or already too fat, you're leaving valuable $$$ on the table |
By having JV/M generate the leads on your behalf, you can dictate the terms of the relationship. And they'll also be more motivated and loyal. (In fact, many channel partners use JV/M themselves for lead generation because it helps so much.) |
| Channel Partners Vary Greatly in Quality |
Every company that uses channel partners has good ones, and bad ones. As a result, one-size-fits-all programs seldom work. |
JV/M can customize the program by territory, so you can build a high-performing team quickly and painlessly, or build a territory in-house to attract better channel partners when replacing lower performing ones. |
Channel Challenges and Solutions
By having JV/M generate leads and appointments for your channel partners, you get control of your channel, and your market. (Remember: "He who has the gold makes the rules," and there is no gold worth more than a good lead.) You can direct where your channel partners go, if you need to; and if they balk, you can simply give the lead to someone else, or go direct. (Actually, just having the option will usually keep them motivated.)
But more importantly (and especially when the relationship is positive) by providing leads from JV/M for your channel partners, you'll be seen as the ideal strategic partner - one that is truly committed to your mutual success. It's the single, most important investment you can make in the relationship. (In fact, it's actually more important than product training.) The channel partners will make more money, you'll increase your sales and margins, and your partners will show their appreciation in long-term loyalty, attention and performance.
From a "channel management" perspective, JV/M can also help you with the critical communications challenges of running a program. This is because we deal directly with each channel partner (and their salespeople) on your behalf, help set schedules, call-backs and follow-ups, and make sure nothing falls through the cracks. It's win-win, with little cost and effort.
We've done this many times, so we know what works, and what doesn't. And unlike a stand-alone repping program, it's nearly impossible to fail.
Do you want your Manufacturers Reps, VARs, distributors and channel partners to perform? Do you want them to ring your cash register? Read our White Paper and Sell Sheet on the subject. And call JV/M if you want to improve your channel's performance!
