Drafting Channel Partners

Recruiting partners can be tough, especially when #1 and #2 are deeply entrenched in your market and have deep pockets. So, what do you do?

My first recommendation is to study your competition. Find the weaknesses in their partner program, products, and services. This will help you position yourself differently and exploit your competitor’s weaknesses. Also, learn what types of partners your competitors have recruited (DMRs, VARs, resellers, SIs, MSPs). Then, try to recruit your competitor’s partners and go after the types of partners they haven’t. 

Another strategy is to use distributors for recruiting since they have thousands of partners buying their products. Distributors can do email blasts, webinars, roadshows, etc. to help you get the word out. 

Alliances are a great resource as well. These are non-competing vendors that share a common customer set who might give you access to their partners. You can also buy lists or databases of resellers. If nothing else fails, hire someone to help your recruit partners.

Until next time,

Craig