Building an effective channel marketing program takes a lot of work. One of the most important areas is recruiting reseller partners. But how do you do this?
One of the easiest ways to do this is through email marketing.
There’s a lot of bad information out there. People will recommend using “Re:” in the subject line, or tell prospects they missed “meetings”. Yes, some people have found success using these tactics, but I think it hurts your brand more than anything. Also, keep in mind that Open Rates are one of the worst metrics to measure campaign success.
Here’s why. Just because you tricked some folks into opening your email, doesn’t mean it will translate into valuable impressions or new business. I find that learning which contacts opened based on relevant subject lines and then segmenting them based on that is the best way to go. But we can get into list segmentation and advanced campaigns later.
We’re going to start with some simple emails. These emails are structured from some that are over 10 years old, and we’re going to give them a slight upgrade.
The first email is a long and informative email. We provide some opportunities to click through and learn more, but the real hot zone is if they open. It’s very specific, so opens will immediately be designated as warm.
Subject Line: [Product] Partner Program- Free 5 user subscription
I am contacting you to see if you would like to apply to become an early reseller partner for [Product]. [Product] is the undisputed price/performance leader in the [software type and industry].
Get a Free copy!
To get your attention, I’m offering you a Free five-user copy of [Product] ($$$ value) so you can check it out and use it internally for your own projects. See below for details on how to get your copy.
What makes [Product] so unique?
PROBLEM
The [software indsutry] has over [X] competitors. However, most are [insert sentence that differentiates you from your competitors].
[Insert positive sentence about your product and the differentiator above..]
However, [insert sentence about problems with other platforms UI, functionality, specific features, cost, implementation time, etc.].
SOLUTION
That’s where [Product] comes in.
[Insert 3 main benefits below]
1) First, it is a highly competitive high-end, integrated enterprise application (see the competitive matrix).
2) Second, it is much, much easier to use (with a much more modern interface).
3) It is quick to implement (taking hours and days, not weeks and months).
As a result, it has beat out [ insert competitor examples] again and again in competitive bids—especially if the organization has a chance to test it prior to purchase.
Why become a reseller?
First, you’ll make good money and get great support. We have a highly competitive reseller program. Here’s what you’ll get:
– Healthy margins
– Extra margins for your first 90 days (to help subsidize your efforts to learn)
– Pre-qualified sales leads (someone has to close these deals—it might as well be you)
– Deal registration with discounts
– Help with product demos (via Webinar, joint calls (but it remains your account))
– No cost for product and market training, or for internal use
– Opportunities for joint promotions with MDF–plus help setting up promotions
– Plus more…
What’s Holding You Back?
See [URL] for additional information or to apply as a partner. Complete the partner application and you’ll receive an email with instructions to sign in for your own 5 user copy of [Product] at no cost. I’ll then be in touch regarding your application, and then take you through an orientation and get you going.
Please feel free to apply, or call or email me ASAP if you like what you see, and/or have any questions.
Pretty long right? Surprisingly, I’ve seen quite a bit of success coming from that same email format — and that’s dating back at least 10 years.
Just for kicks, we’ll provide templates here for 3 emails and a fourth introductory/congratulations email.
Here’s a template for the followup email.
Subject Line: about the partnership program…
Sent you an email last week regarding our partnership program. [Product name] is the [insert sentence that’s a highlight of your product].
I think it’d be a good fit based on your customer base and would be a great value-add. You can find the details to the program here. Are you free to talk this week?
The reason we go shorter is because they opened the initial email and (hopefully) read it. We just want to reiterate our channel program and we provide a link so that they can click to learn more. If they click, it’s most likely because they remember your offering or are highly interested.
If they don’t respond then you’ll followup with this email.
Remember gentle persistence is key. We’re trying to win people over, not piss them off.
Subject Line: (product) partner program -more info?
Figured you might want some more info about (product) partner program.
We’ve seen other (insert prospect company type) be really successful for the following reasons.
Perk 1
Perk 2
Perk 3
You can learn more about the program here. Let me know if you’re free to talk this week.
By reiterating the perks here you’re trying to make the decision obvious to sign up. Such as there are no costs to them, no risks, it’s an opportunity to Whitelabel and upsell services, tremendous value for clients, margins, etc.
We want to see them either raise their hand with a click through or respond back. I normally see a high percentage of positive responses by email 3 for people who open the initial emails.
Say they responded to one of the three emails saying “yes” they’re interested.
Then, you’ll engage through phone and email until they sign up for the reseller/channel program.
At this point, you hit them with the introductory email.
Subject: Welcome to [Product] Partner Program!
Congratulations! I’ve reviewed your application and I think that you’ll be a good fit for our partner program. Next, we need to schedule a meeting to go over the following steps:
Orientation. A quick walkthrough of our partner portal and program, and where we will discuss the margins and different levels as well as how to place an order.
Product Demo. This is a quick demonstration of [Product]. Where you will learn why [insert differentiators]
First 90 day goals. Discuss 3 things that we will do proactively to help promote the product each month. Plus, I’ll discuss the 90-day promo where you will earn extra margin (to compensate for the time to get up to speed).
Please e-mail me with some times that will work for you and we’ll get going!
If at any time you have any questions, feel free to contact me.
Thank you for partnering with [Company Name].
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