As we come to the middle of 2022, one thing we know for sure is that B2B partner programs continue to make the world go round. Through these programs, you can sell your products all around the world.
Although you already know that you’re starting to build a B2B partner program, there are still a few factors that you should consider when it comes to developing one. For instance, if you’re planning on using a variety of distribution channels to market your products, then you might want to consider developing a partner program that’s geared toward that.
Before you begin, you must have a clear understanding of what you want to achieve and how you’ll get there. Choosing the right B2B partners program will allow you to focus on developing effective marketing strategies and increase the number of customers you get.
Different Types of B2B Partnerships
There are various types of partners that you can choose from, and you should have a well-defined strategy for each of them.
1. Original Equipment Manufacturer (OEM)
An OEM is a type of business that makes original equipment, which means that they manufacture the components that are used in a specific product. These are then marketed and sold under a brand name.
One of the biggest challenges that an OEM faces when it comes to managing its supply chain is the lack of visibility into its inventory. This issue can be caused by the lack of access to real-time inventory data. Having well-defined inventory management software will allow you to improve the efficiency of your operations.
2. Value-Added Resellers
Value-added resellers (VARs) take your existing products and add value to them by bundling them with other products and services. This can be done through the bundling of hardware with professional services or software.
One of the most common types of VARs is a computer retailer such as Best Buy. Through this type of business, they can offer a variety of added value to their customers, such as extended warranties.
The challenges of being a value-added reseller are many, even though they’ve been around for a long time. Due to the technological advancements that have occurred in the business world, the increasing number of tech-savvy customers has forced them to adapt to be able to still bring the value-added aspect to their customers.
3. Managed Service Providers
A managed service provider is a type of business that provides ongoing support to your infrastructure. These types of businesses are typically chosen because you don’t need an in-house IT department. Instead, you prefer to focus on larger initiatives.
The technology industry is a gift and a curse to managed service providers. As a result, they need to remain flexible to keep up with the changes brought about by the rapid evolution of digital systems. To be successful, they need to get the most out of their technology. One of the most important factors that an organization should consider when it comes to choosing a vendor is the availability of the latest software.
4. System Integrators
Through their partners, system integrators can create a complete solution that includes both hardware and software. These individuals are known as problem solvers and can provide their customers with the best possible computing solutions. Aside from being able to provide a variety of hardware and software, they also handle various monitoring and security issues.
The process of integrating systems can be frustrating and time-consuming, especially if you’re dealing with older systems that don’t support the latest technology. One of the most common ways to improve the efficiency of your integration process is by replacing your old systems with newer ones that are more compatible.
5. Distributors
Through their partners, distributors can act as a liaison between retailers and manufacturers. They can establish networks that allow them to sell their products. Unfortunately, product failure can be a major issue for distributors as they’re in the middle of a disgruntled customer and a vendor that’s not able to provide them with the necessary resources to resolve their issues. This is because they don’t have the necessary knowledge about the products and services that they sell.
6. Retailers
Besides being able to provide a variety of products and services, you also have your retailers. These individuals are responsible for running the various sales channels that your organization has. One of the most important factors that you need to consider when it comes to improving the efficiency of your sales process is the number of retail channels that your company has.
Having multiple sales channels can help you grow and attract more customers. One of the most effective ways to improve the efficiency of your sales process is by implementing an automated system.
Bottom Line
The sales cycle for a business-to-business partner program is often a long and winding process. Throughout the journey, you’ll often meet multiple decision-makers and develop long-term relationships. By partnering with another company, you’ll be able to expand your sales reach and attract more potential customers.
Â
AUTHOR NAME : ALISON LURIE