4 Best Tips to Improve Your Reseller Onboarding Process

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So you’ve made the decision to exponentially scale your business by launching a channel program and you’re in recruitment mode to build a stable of productive MSPs/resellers.  Getting them onboarded properly is the golden ticket to them delivering the results that you expect.

Many tech vendors rush the launch of the program and get frustrated quickly when their MSPs and resellers don’t deliver new customers at the pace both of you need to be successful.  So how do you ensure you’re finding the right resellers and setting them up for rapid success?

There are many facets to successful reseller recruitment but from my first-hand knowledge, I’d like to share with you 4 best tips to improve your reseller onboarding process.

The key to success is a simple reseller onboarding strategy

Sticking with a simple process will ensure you get your MSPs/resellers as productive as possible.  For me, the process looks like this:

1. Have a digital and automated reseller recruitment marketing strategy with clear benefits to becoming a reseller for your solution.
2. Have an easy automated online sign up process.
3. Clearly define the steps in the onboarding process.
4. Deliver training experience as communicated and celebrate the first victory!

If one of your goals is to dramatically increase the number of MSPs/resellers you add to your program, watch this video for one simple strategy to increase new reseller recruitment by 50% this year.

So here are the 4 best tips for improving your MSP/reseller onboarding program in a little more detail

The 4 best tips to improving your MSP/reseller onboarding program are:

1. Have a digital and automated recruitment marketing strategy with a specific tailored message

Once you determine your ideal MSP/reseller profile, you’re ready to recruit.  Here are a few tips:

• Develop a digital marketing strategy that communicates the specific value proposition of why an MSP/reseller should choose your company and its solutions to represent in the marketplace. This is DIFFERENT than the message on why your solution is superior in the market.  This is tailored for MSP/reseller recruitment.
• Devote real estate on your website with both a written and video message to explain the benefits of becoming an MSP/reseller with your company, including some of the perks and competitive advantages of your program vs. other competitors.
• Build an email nurturing campaign so that MSPs/resellers who don’t join your program right away can receive messages and updates until they are truly ready to come onboard.

2. Have an easy automated “Sign Up” process

To get your MSP/reseller properly onboarded, you will likely need a lot of information from them in addition to contact information.  You’ll also need banking information, possibly trade references, information about their technical competencies and certifications, vertical industry focus, etc.  My advice is:

• DON’T try to collect this upfront. Instead, start with a simple form as a first phase with basic contact information.  If your original sign-up form is too long, requires a lot of detailed information (some of which they may not know off the top of their heads), it may intimidate them from signing up with you and they may never return to complete the process; you’ll never know they were interested.
• Then as a second phase, have them fill out more detailed information to properly set them up to do business with your company. If at some point they pause or abandon the completion of the process, at least you have their contact information from the first phase and can reach out again.
• Have a properly staffed website chat and phone service to answer questions in real-time as the MSP/reseller is completing the sign up process.

3. Set proper expectations about the specific steps in the onboarding process

To set the correct expectations about the onboarding experience, lay out the steps in advance and communicate them on your website and the other marketing assets you are using for recruitment:

1. MSP/Reseller signs up!
2. MSP/Reseller then receives an overview of the process, important contacts they should know, dates and milestones for education of the solution they will sell, how the support process works, rules of engagement, how the invoicing process works including proper A/P contacts, marketing development funds or other perks as success ensues, etc.; The overview and all steps should be communicated in a series of digital assets (e.g. emails and/or videos) but also offer up live meetings at any stage for a personalized experience. Note: setting this stage in advance establishes a level of trust with the MSP/reseller that you have a properly flushed out program and will transfer confidence that they will be successful with your partnership.
3. Establish goals, customer-acquisition targets, rewards, etc.

 4. Deliver training as communicated and celebrate the first victory!

Now that the MSP/reseller has signed up, the expectations have been set, the actual onboarding tasks can begin:

• • Deliver the expected training as communicated above.
  • Have a thorough review meeting to ensure everything was delivered as promised.
  • Support them until the very first deal has been closed, and CELEBRATE GOOD TIMES.

 Conclusion

Building an effective channel program involves many components but these simple tips should help you zero in on the high level data points to consider to ensure your MSPs/resellers are onboarded successfully and set up to win!

For more advice on how to optimize your company’s channel reseller program, watch this video.