Last week we spoke about the Training Playbooks and how they are an integral part of the channel partner engagement. This week we'll talk about the second element i.e. Automated Certification Programs which will focus on why a certification program is essential.
Merely training your channel partners is not enough. You need to make sure they have understood and can apply the knowledge you shared. One way to do this is through automated certification programs. Encourage your channel partners to take certification exams from time-to-time: upon introduction of a new product or service line, in the event of product updates, or even in general to ensure they are in touch with the features and benefits of your products/services that they are selling. After all, if they are to convince someone to buy a product or service, they have to be convinced of its benefits themselves.
Tip: Set-up 2-way alerts for your training and certification exams.
Have your channel partners get automated notifications when they are due to take an exam, their certification is about to expire, or a new certification requirement has been introduced. Conversely, you should get a notification when someone acts or when the results are in. This not only increases the chances of getting a response from your channel partners, but also helps you keep track of the most engaged channel partners. Check which partners are actively relating with your brand and which ones just don’t bother. Why invest your resources in partners who just don’t care to learn more about you?
Stay tuned until next week to learn about the third important element of your onboarding program...