Archive for April 2010
Partner recruitment is a make-or-break step in a channel partner management strategy. I was once told that a channel is only as productive as its members. If the partner recruitment process is ineffective in a way that it was not able to filter out the “bad eggs” and let the good ones in, then the manufacturer or the parent company will be burdened by unproductive partners who will most likely topple the entire network down as vital resources and leads are wasted on them.
In order for you to better comprehend how channel management and partner recruitment work, think of a channel distribution network as a sports team, the partner recruitment process as the try out, the manufacturer as the coach and the hopeful athletes as the partners.
The coach is starting a new team which he envisions to win a lot of games to come out as the strongest competitor in the league. In order to build a winning team, he needs to recruit the best players he can find and invest valuable training and support in them. Players require constant guidance and encouragement from the coach, so it’s his responsibility to make sure that they are in the best condition to compete.
The coach organizes a try-out for the team, specifying the kind of players he needs by establishing a set criteria. One-by-one, he interviews each athlete and looks at their profiles. He evaluates how well each can play the game, and whether or not they possess the qualities he deems suitable. Once he finds the players he needs, he designs a training program for them so he can help them prepare for upcoming games.
Like in any partner channel, no one wants a useless “player” who will only burden the team and cost them a game. This is why it is very important to organize a well-designed “try-out” or partner recruitment to make sure each member who joins is competent and productive.
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