Channel partners are external organizations or individuals that help a company sell, distribute, and sometimes service its products. The types of channel partners vary depending on the industry, product, and business model.
The goal of extended enterprise training is to ensure that these partners are fully equipped to sell, service and support your company’s products or services. The ultimate destination? To align these partners with the company’s standards, goals, and best practices, enabling them to perform their roles optimally and contribute to mutual success.
But how does an organization turn this potential into reality? Let’s explore the steps of this journey, from defining the purpose to overcoming challenges and finally reaching the goals.
A successful journey starts with knowing where you want to go. This means beginning with the end in mind. You must first ask yourself: Why are we training channel partners?
The journey will be challenging, with numerous internal stakeholders to satisfy and a variety of channel partners to engage. The road will be filled with obstacles, but a clear sense of purpose—the “Why”—will serve as your compass, guiding you through.
Discover your “Why” in the benefits that channel partner training can offer. With a wide range of diverse options available, the benefits you chose to pursue will define your destination and shape the ultimate goals of your channel partner training program.
Well-trained channel partners can sell more efficiently, boosting sales and revenue.
No matter where they are, trained channel partners consistently represent the brand, adhering to guidelines and standards that reinforce brand recognition.
A well-structured channel training program can be scaled across different regions and partner types, facilitating global growth.
Channel partners equipped with the necessary skills can resolve issues on the first attempt, minimizing the costs associated with repeated repairs.
Channel partners who are swiftly trained on new products or services can launch them more quickly.
Certifications, recognition, and incentives included in channel training programs motivate channel partners to engage more deeply with the brand.
Well-trained channel partner provide excellent service to customers, leading to higher satisfaction, loyalty, and positive referrals.
Trained channel partners are more likely to adhere to relevant regulations and standards, reducing the risk of legal issues and penalties.
Training helps channel partners stay current with industry trends, technologies, and best practices, fostering innovation and resilience.
With the destination clearly defined, the next step is to choose your travel companions wisely. Who will join you on this journey? In the context of channel partner training, the answer lies in identifying the channel partners who need to be trained. These channel partners are your companions on this strategic expedition, and each one plays a vital role in ensuring success.
Now that you’ve chosen your travel companions, it’s time to pack for the trip. But what do your channel partners need to bring along? In this journey, packing means equipping your channel partners with the knowledge and skills they need to succeed.
Each type of channel partner requires specific knowledge and skills to contribute effectively to the company’s goals, just as each traveler needs the right gear for the journey ahead.
The final step in preparing for the journey is to chart the course—planning how to realize the benefits of partner training. This involves creating a roadmap that integrates the extended enterprise training best practices to guide your efforts.
As you create your roadmap, determine which stage of partner training will deliver the benefits you seek and identify the best practices within that stage—and any preceding ones—that are needed to overcome the challenges your program faces.
With the roadmap in hand and the journey well underway, the final stage is reaching the destination—realizing the benefits of channel partner training. At this point, the organization, like a seasoned traveler, emerges stronger, with empowered channel partners who are aligned with its strategic goals.
So, pack your bags, gather your companions, and set out on the journey of channel partner training—a journey that promises to be as rewarding as the destination itself.
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