Train and enable your sales and channel partners
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Train and enable your sales and channel partners

Sales Training for Your Partnership

Product companies develop training for their own sales force to convert marketing messages into customer conversations. But it is complicated to train channel-partner field teams or downstream sales partners. So, how do you get your important market messages into the hands of your partners?

 

Partner sales teams are not engaged with your products in the way that your own sales force will be. So you need to understand the needs of these teams and how to influence them to get their attention. Furthermore, these teams may not be focused on the level of technology that your product provides, which means that they won’t be as able to have a deep conversation on your product capabilities.

 

You need to develop a customized approach to winning the mindshare of these sales partners. Otherwise, you won’t see dramatic revenue growth.

Partner Sales-Force Needs

A dedicated sales force often has the ability to become peaked in certain markets or technology domains that are important to your customers. Once trained, they can engage with customers to have deep and meaningful conversations about customer pain points.

 

One helpful tip is to find the teams who are already specialized in certain domains, such as cloud technology. These sales teams are already used to learning and having more complex conversations about how customers solve problems. These teams can be leaders for the rest of the partner sales force.

Downstream Partner Needs

Downstream partners often fall into the categories of resellers and distributors. These companies have their own sales force which can be considerably different than your own. For example, a distributor’s sales force may take a transactional approach to selling where they don’t need to understand technologies at the depth that your sales teams would.

 

It can be very useful to understand the capacity of the downstream partners in terms of their domain or market knowledge. This helps you to tailor your product and technology information to help them to execute sales in a way that is most comfortable for them, which in turn helps you to increase revenue.