Channel Partner Training: An Effective Tool for Growing Your Business

In this era of globalization, fewer and fewer companies are willing to settle for local markets. They dream of distributing their products and services throughout the country and even around the globe. This is precisely why companies are looking for partners that will help them win the world (or at least expand their market reach.)

Channel partner training becomes a must as soon as the first external partner joins your business and becomes even more important while their number and share in the company’s sales are growing.

In this article, we’ll discuss how to create an effective channel partner training program and utilize modern technologies to launch and manage it with ease.

What Is Channel Partner Training?

Partner training is the process of providing partners with the knowledge they need to promote, sell, and serve your products and ensure a high level of customer satisfaction and loyalty.

What are channel partners and why should you care about them?

Why can’t a company sell its products around the world on its own, scaling itself and opening new offices in every corner of the Earth? First, this requires lots of money, effort, and time to build such a chain. Second, partners help the vendor increase sales by reaching out to new groups of potential customers or offering terms and extra services that the vendor cannot provide on their own.

Why do some customers prefer to buy from partners and resellers, and not directly from a vendor?

  • An extensive line of products. Imagine a supermarket – a desired partner for thousands of vendors. FMCG manufacturers generate customer traffic, allowing visitors to satisfy all their needs under one roof. Thus, when a customer needs soap, they go to the supermarket (not a soap factory), because there they are able to choose from among a variety of types of soap and pick up some other items as well, like a kilo of apples and a pair of socks.

  • Communication and service with an orientation toward regional needs. Local partners know their markets better: customers’ habits and expectations, the specifics of legislation, and competitors’ regional strategies.

  • Effective solutions to organizational issues. From shipping and warranty repair services to providing invoices, your channel partners can accomplish it all faster and more efficiently, as they are closer to your customers.

  • Well-established relationships between a reseller and customers. Once a customer and a reseller have reached agreements for cooperation, signed a contract, and achieved a positive collaborative experience, there is no reason for a customer to undergo the same procedure with another supplier. For example, if you bought office PCs from an online retailer and were satisfied with the speed of delivery and services, you will probably come back again when you need a new printer. Read more.