One good dedicated partner or reseller in a country is better than having several partners or resellers that don’t make any or little effort to sell your products or services.
What typically happens:
- The sole partner or reseller in a country will find different clients and projects.
- The several partners will each have their one customer and will compete amongst each other for the one big project of the year
The Sole Partner
The sole partner or reseller will have deep knowledge and experience with your products or services and will present as an extension of your company. He will find suiting customers for your offerings as he knows the market and will qualify the leads efficiently in order not to waste time.
He will be able to manage and respond to the typical questions and issues raised by the potential customers. only very specific questions will be forwarded to your company.
The Partner Bunch
The salesmen of the many partners will have vague knowledge and hardly any experience of your products or services. They will accidentally stumble upon a possible customer but will not be able to do lead qualification. Even worse all the possible question – even the obvious ones – will be forwarded to you for answering and explaining. During the course of this answer/reply game you will slowly start to qualify the lead – or not qualify the lead. the latter leading to the difficult situation requiring to explain to the salesman of the partner that the solution is not suited. This is likely to demotivate the salesman for any further sales effort for your offerings.
In case you qualify the lead then you will need to manage and follow the further sales process step by step as the salesman has little knowledge and clue what he is actually selling.
Having one dedicated knowledgeable partner or reseller in each country is more worth than having several partners in each country that consider your solution as one amongst the many of their portfolio.
How many partners or resellers do you have in a country ?