01 - How Nurturing Partners is Crucial to Untapped Channel Sales

Partner Relationship Management (PRM): The Ultimate Channel Sales Podcast

Aug 30 2021 • 27 mins

In this episode of The Ultimate Channel Sales Podcast, we bring on Ben Cornett (works with channel partners in a partner marketing capacity, currently directing Verified First’s partner marketing division) who shares his insights on why nurturing channel partnerships is so important, as well as best practices and tips on how to use these insights to uncover untapped channel sales.

Topic summary:

Preparing your channel partners for success involves taking a customized approach, consistent attentiveness and active listening skills. Your work doesn’t end after partner onboarding - it is a continuous effort. Pay careful attention to:

  • discussing and aligning your goals
  • practice transparency
  • and give them a personal experience

Ben tells us there are two main reasons why nurturing partners is crucial:

  1. First, acquiring new partners to meet your channel sales goals can cost you much more than retaining your current ones.
  2. Second, how your channel partners represent you to customers, and deal with them, ultimately impacts you. So make sure your advocates are well-equipped to represent you and subsequently, make the sale.

Listen to the episode to hear the rest of Ben’s advice on how you can make the most of your channel partner efforts.

Read the blog: https://www.magentrix.com/articles/blog/How-Nurturing-Partners-is-Crucial-to-28-5-2021

(0:00) Introduction
(2:08) Ben Cornett’s background in channel partner marketing
(6:01) Top 3 best practices for effectively nurturing channel partners
(10:37) Why it's important to nurture channel partners
(12:10) How to keep channel partners engaged
(15:18) Training and education materials for nurturing relationships with channel partners
(17:53) When to end a channel partnership
(20:29) Proper nurture methods translate to higher sales and channel growth
(24:36) Conclusion