Question

Topic: Strategy

Ideas For Adding Reseller Partners

Posted by lathans on 7/28/2010 at 10:49 AM ET 250 Points
Goog morning, you Gurus of Knowledge!
We currently have a Reseller Channel and with a main directive to add more partners. We sell payroll/HRMS software, and through this business channel currently target resellers of competitive products with the proposition of the value add (more robust system, scalability, new technology) to be able to sell to bigger clients. The only resource I have to work with is one very good list of about 1200 prospects and do monthly email blasts inviting them to attend a web cast to see a demo of the solution. The emails are automated, and my Marketing Assistant does a phone followup with any of the people who open. While we receive interest responses, attendance isn't great, and I'm looking for ideas to generate more interest in the program in general. We are not married to the web cast but use it as a draw as it has worked in the past.
We're going to start doubling the send, using one email with web cast message and the other as informational with a simple "call me" call to action (still flushing this out). We also don't do any other kind of marketing to these prospects due to lack of budget.

Anybody have any ideas?
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RESPONSES

  • Posted by Frank Hurtte on 7/28/2010 at 11:29 AM Accepted
    Instead of doubling your one big blast to all 1200 people, why not look for ways to segment the 1200 into smaller groups.

    Focus the blast on the group - using their own terminology and identifying the specific problems of the groups end users.

    We help people develop channels to market - the number one mistake people make prior to coming to us is a generalization of their partners - whether it be distributors, dealers, resellers, VARS or Systems Integrators.
  • Posted by mgoodman on 7/28/2010 at 11:50 AM Accepted
    Frank is absolutely right, as usual. You'd be much better off segmenting your list and offering each segment a customized presentation that speaks directly and specifically to the unique needs of that segment.

    It's also possible that a presentation with generally helpful non-commercial information would improve attendance and establish your credibility as a subject matter expert, rather than showing up to offer a sales pitch for your product/service.

    As an aside, I find it interesting that you're being asked to grow the business but not spend much money doing it, as if growth were free for the taking. Obviously someone there doesn't understand the concept of marketing as a profit center -- investing in marketing to grow the business and generate more profit.
  • Posted by lathans on 7/28/2010 at 1:55 PM Author
    Segmenting is an excellent idea, thanks guys.

    Michael, I about lost my Perrier with your last comment. This is definitely a daily challenge, and as creative and resourceful as I am, this concept of "I want it now, big, and free" is killing me.
    Regarding the presentation, you're talking about in person I'm assuming?

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