The Key to Partnering

Tapping into a broader partner network can help sales reps go above and beyond their number.

Partners can not only extend customer reach and strengthen your brand, but also increase delivery capabilities.

A successful partnership is rooted in; providing value, building trust and likeability, and consistency.

More great advice from David Casillo down below on building successful partnerships!

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“1, 2, 3” Rule: The Key to Partnering

By David Casillo

What the Idea Is: One of the largest obstacles that sales representatives face is the ability to scale themselves. Natural constraints such as available selling time, limited expertise, and a semi-fixed number of customer relationships place boundaries on a salesperson’s ability to maximize sales bookings. One of the best ways to scale your sales efforts is to take advantage of the breadth and depth of your partner community.

Why It Is Valuable: Partners will expand your customer reach, enhance your brand, and augment your delivery capabilities. Unless your sales organization is operating under a 100 percent direct-sales model, you can exponentially grow your sales bookings if you adhere to the following basics of partnering.

How It Works: Scaling your territory is incredibly vital and will ultimately determine success or failure for a significant majority of the sales representatives in the world. Partnering can be a no-lose proposition that will allow you to reach heights that you could have never reached alone. You should always be cognizant that members of a channel partner community (reseller, distributor, consultant, integrator, dealer, services company, etc.) operate independently from your company. They have their own unique corporate goals and objectives, as well as key focus areas. These partners also have dramatically different selling models, margin expectations and expense ratios. At the end of the day, partners always act in their own self-interest and will be extremely cognizant if your partnership provides incremental value (1+1>2). The ultimate question is how do you gain mindshare and engagement from your partner community?

To ensure success in a new or existing partnership, you should live by the “1, 2, 3” rule:

1. The “1” intangible you always must provide is value
2. The “2” sentiments you need to both foster and grow are trustworthiness and likeability.
3. The “3” principles you should never deviate from are simplicity, consistency and clarity.

While you will experience many distinct differences between your partners and your company, there are common themes that are shared in nearly every one of these positive relationships. Your partners will strongly engage and drive sales with:

• People they respect and have confidence in
• Companies that provide the path of least resistance to sales
• Companies that make it easy to understand and communicate the value proposition for both the customer and partner
• Companies that maintain their direction and processes
• Companies that are transparent and easy to understand

Corporate partnerships are no different than personal relationships. You will be more likely to put more effort into a friend or colleague who is consistent, likeable, clear, uncomplicated, straightforward, and honest. Implementation of the “1, 2, 3” rule will form an incredibly strong basis for a great partnership.

If you construct a strong foundation, you will be on your way to accelerated sales growth!

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