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Top Ten Ways To Improve Credibility, Influence, And Effectiveness With Partners

To what degree does your company consider partners integral to its success, or are they simply a “necessary evil?” As it pertains to partners, in particular, some companies ask for commitment and loyalty but lack a compelling business proposition to help the partner substantiate its investment.

To gauge how well your company is impacting that commitment and loyalty, you may want to complete the following “Top Ten” survey.

“Top Ten” Partnering Checklist

1.  Does your company’s investment in partners (people and dollars) reflect the outcome that your company desires from those partners?
2.  Are partners valued solely for their revenue contribution, or do market influence, expertise and customer access count?
3.  Does your executive team value business partners to the same degree that they do customers?
4.  Is there an executive who is accountable for business partner relationships?
5.  Is there a level playing field for partners when it comes to pricing your products?
6.  Does your sales force make the same amount of money whether the customer buys direct or from your partners?
7.  Do partners participate in the same or comparable on-boarding and training programs as your sales force?
8.  Do your partners have access to the same tools and resources as your direct sales force?
9.  Do partners learn about new products at the same time as your direct sales force?
10. Are you satisfied that your partner business proposition reflects what your partners need to support their business?

If you answer “yes” to these questions, then your company is likely in good shape with business partners. You’ve built the necessary equity to withstand the inevitable and periodic challenges that occur between companies doing business together.

If you can’t answer “yes” to every single one, there’s clear opportunity for improving credibility, influence, and effectiveness with partners.

The good news is that many of these levers can be pulled without a tremendous cost, save for affecting cultural change.

What changes do you need to implement to ensure you’ve done everything you can to maximize partner commitment and loyalty?

September 29, 2011  ·  

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