Get resellers engaged Problem: A company had invested significant time and effort in creating a dealer channel but was not seeing sales activity as a result. Solution: Develop programs to address why dealers are not selling and get the word out through multiple channels. Although all resellers had participated in a week-long technical training session, the company found that lack of product knowledge was the single greatest impediment to dealer sales. In response, a calendar of on-site and web-based training was created. Two limited time programs were initiated: On-line demo support for reseller sales and free on-site technical assistance with each dealer’s first software implementation. These opportunities were communicated in print as part of an update packet that also included marketing material updates, new interfaces and hardware certifications, procedural changes and information on accessing current demo software, databases and scripts. In addition, resellers were invited to participate in a quarterly conference call and webinar by postcard, email and telephone call. This integrated communications effort coordinated the needs of Professional Services, Product Management and Sales, providing a single unified message to the channel. Program Promotions
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