Developing a channel partner network for Amicus, point of sale and business management system!

Since starting at Neotechnology in February I have worked on many different projects, wearing many different hats. One of the biggest long-term projects/on-going tasks has been to develope a channel partner network to resell out software product Amicus POS (point of sale and business management system). Following, a one day ‘Dynamic Channel Management’ workshop by Channel Dynamics, I wrote up a brief plan/strategy for developing a network of Amicus Authorised Partners, which included:

• Our goals
• Ideal partner profile
• Partner program (to attract partners
• Steps to get partners – cold calling and partner registrations process at trade shows like CeBIT 2009 (and again in 2010)

Steps taken to get partners on board have included:

• Obtaining a list of businesses to call – I created our own using data entry people from Odesk. I indicated specific sites where contacts were listed (publicly available) and had the information entered into a spreadsheet, which was then uploaded into our CRM (Info@hand). Leads were also generated through business partners.
• Developing scripts for cold calling – often adjusted after feedback from our telemarketer following the first 5 calls – initial strategies to get people to talk to us included inviting businesses to CeBIT (free entry via ‘pretty’ html email supplied by CeBIT) and brief surveys about their current POS software.
• Developing a process to follow within the CRM in order to capture the data required and also make it easy to manage the follow up calls, meeting etc.
• Developing a follow up process for cold calls and also CeBIT leads.
• Creation of partner packages (both hardcopy and email) to send to buinesses.
• Organisation and attendance at meetings with potential partners at their place of business.
• Meeting follow up – sending out partner qualification forms.
• Getting partnership agreements signed – follow up via email and telephone.
• Development of a training program – including course outlines, hardcopy training guides and training feedback forms.
• Creating marketing material – banners, brochures and providing advice as required.
• Organising training course schedules in order for partners to be trained in groups.
• Providing technical, marketing and sales support.
• Making as much information available via our partner portal.

Now I have made it sound like there were many, but simple steps to follow and then you have a partner network; this is not really the case. It really is a learning process to determine the type of businesses you want to represent your company, as well as finding those with the right technical capabilities. Sometimes you cannot tell if a business is suitable until you have met employees/management and seen their place of business. Suitable partners will vary depending a lot on your product. When Neotechnology launches the new product we have in the pipeline, although the same planning process will be followed, it does not necessarily mean that all partners we have already will be best suited to reselling this new product. We will see!

Developing a reseller network is not without its issues either, one that I am currently experiencing is how best to manage channel conflict. By this I mean having a number of partners in the same area who may cross over in regards to the businesses they contact and also when we get leads (through our website) who do we pass them onto and/or which leads do we want to service ourselves since we are still doing direct sales as well. Understanding exactly what the conflict is and developing ways to manage this is crucial.

At the moment I am developing a partner etiquette policy in regards to leads and will also write a document which explains our policy in regards to passing on leads and also direct sales. The most important thing being that everyone understands what the policy is, keeping communication lines open and creating room for dialogue is essential in my opinion. At the same time developing some sort of leads register is also something I am looking into.