| This is critically important in increasing visibility, | | | | customers. |
| boosting sales and maintaining a stable customer | | | | Second is to determine if the |
| base. A systematic process of channel | | | | manufacturer’s product matches with the |
| recruitment is essential for parent companies who | | | | prospect’s business model. If the vendor |
| engage in partnership with vendors, resellers and | | | | sells enterprise storage array, then a prospect |
| dealers in marketing, promoting and distributing of | | | | whose focus is on projectors, laptops and phone |
| their products. A systematic process of channel | | | | systems would be a poor choice. The vendor |
| recruitment is essential for parent companies who | | | | would be better served to help this partner out |
| engage in partnership with vendors, resellers and | | | | by setting it up with another partner who offers |
| dealers in marketing, promoting and distributing of | | | | a referral fee. However, if the situation is that the |
| their products. This is critically important in | | | | partner sells a competitor product, then it is safe |
| increasing visibility, boosting sales and maintaining a | | | | to say that it is very much familiar with the type |
| stable customer base. However, it is not an easy | | | | of product is looking to expand its offerings. |
| task to accomplish. It involves thorough | | | | Third is to discern how much that partner is willing |
| assessment and evaluation of potential partners. | | | | to put into the game. A good example is how |
| During assessment and evaluation, parent | | | | willing that partner is to exert some effort in |
| companies have to look into their potential | | | | training or takes the initiative to ask pertinent |
| partners’ objectives, interviews and | | | | questions on how to sell or market a product |
| references. In doing this, they will use different | | | | better. This shows that the will to put much into |
| strategies which are specifically designed by | | | | the relationship is evident and clear. However, if |
| consultants in weeding out those who will best | | | | the partner immediately asks about leads even |
| represent them and their products. | | | | before it knows how to sell the product, then it |
| Whether or not the parent company or a | | | | won’t add a lot of value to the channel. To |
| manufacturer chooses to enlist a team of | | | | segregate the bad eggs from the good ones, |
| consultants or organize an internal team of | | | | requirements should be firmly established and |
| specialists, one way remains most effective in | | | | referred to constantly. |
| optimizing effective recruitment solutions and this | | | | Fourth is to put inactive partners on probation |
| is to single out the possible challenges along the | | | | periods. Perhaps they have been recruited and |
| way. However, strategies still varies from | | | | accomplished a deal or two. But for the past 12 |
| company to company and here are some ways | | | | months, they have not contributed anything |
| in assessing potential partners: | | | | significant to the channel and nothing is really |
| First is to analyze the general fit. The | | | | happening. Putting them on probation periods |
| partner application should have a question that | | | | would clean up the house. To do this, the |
| delves into the annual revenue. If the prospective | | | | parent company can set up a renewal |
| partner came up with $250,000 the other year | | | | certification, a business plan requirement and/or a |
| and the parent company’s product costs | | | | sales certification updated in order to clarify that if |
| the same, then it is highly likely that the partner in | | | | such requirements are not completed within the |
| question has not tapped into the desired | | | | first 3-6 months of partnership, then the |
| customer base or may not have the adequate | | | | relationship will not be renewed. |
| resources to provide the support required by joint | | | | |