With the advent of Salesware’s new Asia Partner Group, I am reminded of many an earlier experience with the term ‘partners’. In fact, the very mention the word ‘Partner’ seems to elicit a broad range of reactions from pangs of agony, to stunned silence and sometimes even joy. In reality, all major companies (and indeed small organizations) have and need partners, so how do these come about? Naturally someone is selling someone, but what exactly?

Well let’s recognize that the first reason for a partner is to expand your market by either selling them your product or acquiring theirs. The rules of selling partners aren’t any different from those of selling your client:

• Top-Down Introduction
  The best way you can affect a smooth and successful entry into any markets or a specific client is by securing a “top-down” introduction. If you use this approach, the dictates of respect for senior management ensure that your contact will behave responsibly and responsively. Spend a lot of time and money getting introductions; it’s one of the best uses of your time and talent.

• You need to assign top priority to your client. If not, someone else, like your competition, is.
• Next you need to develop a do-able strategy fundamental to your overall corporate objectives, taking into account your company’s capabilities and the clients needs appropriate to your products, technologies and skills. Basically, don’t flitter away time and energy on what ifs: e.g. what you don’t have or can’t sell.
• Third you must develop a detailed market strategy for each of your targeted or major clients. The template mentality just isn’t sufficient enough to carry you over the finish line.