Getting your channel partners – the retailers or other external sales channels – to promote your product is a tricky task. But when you excel at that your sales will grow rapidly.
In most businesses the seller – the one who puts your product on the shelves, or talks to the end-customers about your products, or is in any other way the last human connection between your product and the end user – has the power to influence the consumers buying decision. The challenge is to get to the point where most of your channel partners’ salespeople want to promote your product (over competing ones).
There are millions of ways to do this. But most of the tactics come down to two approaches.
A) Motivation through education: Your channel partners will sell more when they know why your products should be sold, how they should be sold, and what problem your product solves.
B) Motivation through incentives: They’ll promote and actively sell your product if they are rewarded for doing that (and if your product is good enough).
Building a healthy and mutually beneficial relationship with your channel partners should always be highly prioritized. Interactive loyalty campaigns will help you to keep that dialogue fresh and interesting. Collect data and learn to know which people in what channels are promoters and how to find more of them. And above all, make it interesting and maybe a bit fun. That way you’ll get more participants and better results.
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