Start with asking Partners what motivates them. For most, the answer will include increasing sales and customer retention but it’s not safe to assume that’s the answer for every Partner. It may vary and without asking them directly there’s a good chance Vendor-Partner alignment won’t happen.
Find out if your Partners are facing any obstacles, even if those obstacles aren’t directly related to your solutions. For example, maybe they’re having difficulties finding talent to hire or other operational hiccups. If they are, assist by helping them develop and work a plan, become their sounding board and offer ideas and tips. Having open conversations with Partners about their needs whether it is more training or marketing help and helping them solve problems builds trust, which leads to deeper relationships and ultimately - more sales.
Once Partners’ goals and challenges are identified, segment them according to what each needs. For example, some Partners’ obstacles might be region-specific or unique to industry landscapes, and others might have to do with marketing and lead generation.
Once Partners are grouped by need, tailor your communications accordingly. Offer support through videos, blogs, emails, and social media based on their preferred communication channel and deliver information to improve the areas they identified as “lacking.”
Partner-facing teams are in the right position to actively listen and dialogue with your Partners to learn more about their mindsets and challenges. Furthermore, the active listening process builds trust. Taking the time to understand their unique position will help Partners look forward to hearing from you and prioritize your solutions during their sales cycle.
Not sure you’re gathering the right Partner insights or wondering how to segment Partners based on communications preferences? We can help!