Building Global Channel Sales Via Local Partners
Episode 33. Start Global Insights – podcast for exporters.
By entering foreign markets, the fastest way to sell and scale is to find local partners, such as dealers or distributors.
Building a successful global channel sales network via local partners requires strategic planning and effective execution.
In the recent podcast episode, Sergii Martynchuk, the General Manager of Cisco Ukraine shared his experience on how businesses can develop local partnership network.
Listen to the full episode at Spotify, Google and Apple Podcasts and YouTube.
You can find some highlights from the interview below.
Your value proposition for partners is different from value proposition for your customers.
There are several value propositions you need to consider by selling via local partners. The value of your product to your partner. Your value as a partner to your partner. And the value of your product to your customer.
Choose Local Partners Wisely
Selecting the right partners is essential for success. As usual the main question to be asked is “why?”. What is the purpose you would like to have a new partner for?
Consider factors such as territory coverage, specialization, experience, competitiveness, and investment commitment when evaluating potential partners. Aim for long-term relationships built on mutual trust and respect.
Invest in Partner Relationships
Building strong relationships with partners requires investment in time, resources, and support. You can’t just provide them with your products and wait for sales.
Provide partners with trainings, marketing assistance, and access to resources to help them succeed. Regular communication and feedback are also key to maintaining strong partnerships. Remember that your goal is to earn more together.
Think Long-Term
Always consider a long-term perspective when developing your channel sales network. Focus on building sustainable partnerships that will grow and evolve over time. Short-term sacrifices may lead to significant gains in the future.
Encourage Loyalty
Loyalty from partners is essential for long-term success. Try to create relations that would be valuable for your partner. Recognize and reward loyalty to strengthen relationships and encourage commitment.
Support Forecasting and Sales Management
Effective forecasting and sales management are crucial for aligning efforts across the channel. Educate partners on forecasting techniques and provide incentives for meeting targets. Collaboration and transparency are essential for success.
Continuous Improvement
Don’t be relaxed by the first success or stressed by the first failures. Building a global channel sales network is an ongoing process that requires continuous improvement and adjustment. Stay agile and responsive to market feedback, and be ready to adapt your strategies as needed to drive success.
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In conclusion, building a global channel sales network through local partners is a complex yet rewarding journey. By understanding your value proposition, choosing the right partners, investing in relationships, and thinking long-term, you can create a robust and successful channel sales network that drives growth and expansion in international markets.
