Don’t Be a Letter & Logo Partner, Part 2

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By Ryan Glushkoff

In part one of Don’t Be a Letter & Logo Partner, I discussed how to create a partnership that goes beyond fluff and creates real value for your organization. I covered the top five things to do before launching your partnership. In this post, I’ll examine the Top Five Things You Can Do After You Launch a Partnership.

  1. 1. Training Sessions – Just because you have trained the sales team once does not mean you’re finished. People learn by repetition and you have to repeat the message until they are sick and tired of hearing about it. Plus, by keeping in constant communication with the sales team, you can learn from them what is and isn’t working and iterate on your approach to make it better.
  2. 2. Case Studies – Everyone loves a good case study – but especially sales reps. Sales reps have precious time to experiment on unproven things, so they have a high degree of respect for true customer stories. But don’t think this is easy because not every client wants their story turned into a public case study. To help get these done, you can first mandate it in your contracts. Sure, some people will strike it during red-lines, but that’s the twenty in the eighty-twenty rule. And second, just be persistent. Every time a deal is sold, ask them for a case study.
  3. 3. Testimonials – The same rules that apply to case studies apply to testimonials. Ideally, it’s best to get these on video and post them to a web page so that they can be easily viewed and also used and referenced in other marketing campaigns.
  4. 4. Referrals – Referrals are critical because you are harnessing the “network effect” with referrals. In fact, don’t let a customer who has had a great experience as a result of the partnership just be used as a referral for the next prospect, but get them to write a review on a public forum. For software companies, there are plenty of these sites including Capterra, G2 Crowd, Software Advice and Trust Radius. By putting the review in a public forum for all to see, you will get a greater return on it.
  5. 5. Business Reviews – Finally, and probably most importantly, schedule a recurring meeting for the executive sponsors and key stakeholders of the partnership to review progress. And by progress, I don’t mean digging into individual customer issues; I mean reviewing the pipeline, reviewing what’s generating revenue and what major issues are preventing further acceleration of the partnership. In other words, the key parties in a partnership should be having an adult conversation with current data on a regular basis to ensure that action is taken, issues are addressed and risks are known.

Read part of Don’t Be a Letter & Logo Partner here.

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