When trying to reach a global market, many companies (with enough relevant examples in the IT&C industry) rely on strategic and local partners and resellers to place and sell their products and services. What they sometimes tend to overlook is that promoting the product or service is as important and can become a shared task. While initially new partners might need guidance to understand the overall strategy, your product’s top selling benefits and the type of customers you are targeting, over time then can turn into strong regional allies.

Think of a big release of a new product or service. You might draft the communication plan, have the new literature, press and blogger pitches, press release and special offers ready and then share them in due time with your partner network. They might, in turn, reach out to their customer base, press contacts and enthusiastic evangelists, boosting your promotion effort.

Of course, some will be more savvy when it comes to PR and Marketing, others might need some ongoing guidance. You could suggest how they can reach out to media outlets, how they can identify where the potential customers who need to be informed about the product or service are. If they need convincing, you need to focus on their benefits: properly communicating with customers, audiences, the press means more business coming their way. That does also mean a share of the income goes to you, but the main beneficiaries are the partners.

When considering a successful partnership, businesses need to stop thinking in terms of sales alone. Yes, how much a partner makes by selling your product is important. But can you also collaborate on increasing brand awareness, spreading the word about your product and getting more revenue for yourself and the partner in question? Can you collaborate on getting feedback from their customers to help improve your products and services and subsequently sell more, maybe even for a better price?

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