How Training Benefits Your Partner Programme

2nd November 2021

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Are you looking to increase the effectiveness of your channel partner programme?

If you want increased productivity, loyalty, engagement, profitability and greater consistency, it’s important to include training as a fundamental part of your strategy.

But what exactly does training bring to the table? How will it help?

In this article, we discuss some of the challenges you may be facing, the role of training and the benefits training brings to your organisation when it’s well-executed and well-managed.

Common Channel Partner Programme Pain Points

Managing channel partners successfully ultimately leads to an increase in sales.

However, the management process can be complicated and time-consuming. Exploring and implementing new ways to improve relationships will lead to further success.

There are several key challenges that organisations often face when managing partners:

  • A growing partner channel
  • Loss of brand identity
  • High support costs associated with a lack of knowledge
  • Issues communicating product updates, features and benefits
  • Concerns about persistent outsider mentalities
  • Lack of regular and consistent communication


Different markets and the partners that serve them have various purposes in the ecosystem. Each part of the chain complements the other, enabling them to reach the overall organisational goals. With this in mind, it’s crucial to offer the relevant training to the right partner, for example, sales training to those closing the deals and installation training to those fitting your products.

As your business expands, perhaps exporting and opening up to global markets or beginning to work with different types of channel partners, it’s easy to start losing continuity, consistency and brand identity.

By providing consistent messaging throughout your programme, regardless of the audience, your brand will be further strengthened and your reputation will be improved.

What are the Benefits of Training Your Channel?

Building training and certification programmes that are designed to support the partner throughout the entire development process offer the highest satisfaction rates and maximum revenue.

Related resource: How to operate a successful channel partner certification programme

The training programmes don’t just equip partners with the necessary information to start selling your product, but also the confidence to include it in their sales opportunities.

A well-executed, well-supported training programme supports many areas of your overarching objectives. Just some of the benefits you can expect to see are:

Improves onboarding

Onboarding marks the start of your new partner relationship and it’s where they will begin their training journey. By offering training, that’s been carefully created with the experience of your sales team, you will help the onboarding process run efficiently and cost-effectively. Courses can be taken online, reducing the need for costly travel expenses for both parties.

Increases revenue

Offering everything your partners need to effectively promote, market and sell and install your products will result in increased sales and competitive advantage. A partner’s sales team will naturally favour the product from an organisation that cares about its success and works closely with them to help achieve it.

New revenue stream

If you start to sell your courses to partners, especially for certification purposes you can create a new revenue stream that can offset the cost of the training programme or even turn a profit. The added benefit of charging for your courses is that they gain value in the eyes of the learner. Courses are much more likely to be completed if there is a definitive cost attached to them.

Related resource: Want to create a training programme but have limited budget – Here’s how

Enhances brand identity

Couple that with sales staff and installers who understand your products inside and out and have the certification to prove it, and you’ve got end-users who trust your brand. By offering the correct training to the relevant audiences you can be confident that your partners represent your brand in the right way.

Better communication

Training offers multiple touchpoints for your partners to engage with you. Maintaining regular contact through training helps nurture the relationship and makes it clear to the partner that you are in it together. Furthermore, training offers the ability to communicate issues, updates and performance expectations quickly and easily, reducing the chance of widespread problems arising.

Increases motivation

Introducing a tiered system for your partners, backed up by necessary certification schemes, can help to motivate your partners to take part in the training in return for additional support and promotional activity. Providing badges and certification alone provides partners with a reason to complete your courses as for them it gives proof of knowledge and potentially a competitive advantage.

Related resource: How to motivate channel partners

Decreases support costs

Offering high-quality training significantly reduces the number of support calls your internal team will receive from partners, customers and end-users. Empowering your network with the right information offers the benefit of reducing support costs and also lessens the chance of losing customers to the competition.

Increases loyalty

Looking after your partners and arming them with everything they need to work with you effectively increases the chance of them remaining loyal. Long-lasting relationships are key to increasing sales as acquiring new partners can be costly and time-consuming.


By automating the programme infrastructure and making it easy for partners to train and do business with you, you provide a compelling proposition that aids in continual growth and greater productivity over time.

Treating your partners in the same way as your internal teams further strengthens their focus and loyalty over time.

Now you understand how a training programme complements your partner programme, it’s time to start thinking about how to make it happen. If you’re interested in talking to us about how we can fully support and manage your training programme, contact us HERE.

Want to learn more about channel sales? Read our free, comprehensive guide today to discover everything you need to know about channel sales. 


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