Channel Audit: Activate inactive resellers

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Question 1 of 5

1. Question
How do you identify the factors that motivate your resellers to sell and support one brand over another brand?
- Business Needs: Do you survey your resellers every year to understand their business needs?
- Motivations: Do you ask your resellers about their primary business motivations?
- Brands Sold: Do you collect and maintain an active inventory of all the brands your resellers sell?
- Brand Sales: Do you assess your resellers #1, #2, and #3 brands for their business?
- Skills: Do you track the competencies and skills of each individual reseller?
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Question 2 of 5

2. Question
How do you qualify the impact of your brand on your reseller’s business?
- Brand Value: Do you estimate the value of your brand and how it helps resellers differentiate their business?
- Bundling: Do you review which products can be sold separately versus those that are sold with complementary products?
- Complementary: Do you review how resellers package their services alongside the sale of your products?
- Collaborative Selling: Do you help your resellers with selling solutions that cross multiple brands?
- Business Reputation: Do you work on branding packages for partners to build their reputation?
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Question 3 of 5

3. Question
How do you quantify the impact of your brand on your reseller’s business?
- One Year: Do you calculate the average deal size, average # of deals and average revenue generated for a reseller in one year?
- Product Margin: Do you calculate the average gross margin percentage earned by your reseller for each of your products?
- Gross Margin: Do you calculate the average gross margin earned by a partner for one year?
- Dollars: Do you calculate your brand’s average gross margin dollars earned for implementation services by your resellers?
- Total Revenue: Do you calculate the total revenue and total gross margin earned from all products and services related to your brand?
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Question 4 of 5

4. Question
How do you package and deliver communications about reseller revenue and profit possibilities?
- How-To: Do you package a how-to guide to help your resellers differentiate their business leveraging your brand?
- Pricing Training: Do you deliver in-person or virtual pricing and service packaging training to help resellers optimize revenue and profits?
- Brand Partnering: Do you develop proactive partnering strategies to help your resellers sell larger solutions with multiple brands?
- Calculators: Do you provide revenue and profitability calculators to help illustrate the financial impact of supporting your brand?
- Forecasting: Do you provide growth forecasting tools to help partners plan investments to support your brand?
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Question 5 of 5

5. Question
How do you package your brand to maximize the appeal of selling to both reseller owners and reseller sales executives?
- Selling Tools: Do you provide “handling objections,” “how your brand is different.” & “reasons to buy your brand” briefs for resellers?
- Closing Tools: Do you provide “total cost of ownership” estimates for your brand versus competitive alternatives?
- Case Studies: Do you provide case studies that highlight the key differences between your brand in action with a customer?
- Role Playing: Do you provide virtual and in-person role-playing training to help sell against competitive brands?
- Market Statistics: Do you provide quantified statistics of your product / brand’s superiority versus all of your key competitors?
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Channel Audit: Activate inactive resellers

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