Channel Partner Incentive Programs Done Right
Our modern business environment has extraordinary new challenges, making channel management even more complex. As partner ecosystems shift, helping your channel partners, dealers, distributors, brokers, or agents thrive requires extra care and review. Buyers are more informed today and there are often more roles engaged in the sales process. Conversations are moving away from talking about features and benefits; now, a consultative relationship carries more weight. Non-sales behaviors and steps-to-the-sale can often be just as important as direct selling behaviors.
Loyalty programs can directly influence the willingness, interest, and energy of your channel partners to sell and support your products and services, increasing your competitive advantage. With incentives, SPIFFs, training, and gamification, building loyalty means connecting emotionally to your audience and promoting today’s business behaviors. Well-designed loyalty programs enhance business intelligence — providing down-channel data while increasing recency and frequency. Organizations garner more information about who is buying their products and services, and how they’re using them.