Channel Partner Training Guide

Training channel partners is more than just a strategy—it’s a journey designed to guide your channel partners, along a path of growth and success.

Channel partners are external organizations or individuals that help a company sell, distribute, and sometimes service its products. The types of channel partners vary depending on the industry, product, and business model.

The goal of extended enterprise training is to ensure that these partners are fully equipped to sell, service and support your company’s products or services. The ultimate destination? To align these partners with the company’s standards, goals, and best practices, enabling them to perform their roles optimally and contribute to mutual success.

But how does an organization turn this potential into reality? Let’s explore the steps of this journey, from defining the purpose to overcoming challenges and finally reaching the goals.

Extended Enterprise Training Guide

Mapping the Route

Begin with the Destination in Mind

self-directed training program

A successful journey starts with knowing where you want to go. This means beginning with the end in mind. You must first ask yourself: Why are we training channel partners?

The journey will be challenging, with numerous internal stakeholders to satisfy and a variety of channel partners to engage. The road will be filled with obstacles, but a clear sense of purpose—the “Why”—will serve as your compass, guiding you through.

Discover your “Why” in the benefits that channel partner training can offer. With a wide range of diverse options available, the benefits you chose to pursue will define your destination and shape the ultimate goals of your channel partner training program.

Benefits of Channel Partner Training

employee engagement training

Increased Sales and Revenue

Well-trained channel partners can sell more efficiently, boosting sales and revenue.

biz library lms

Improved Brand Consistency

No matter where they are, trained channel partners consistently represent the brand, adhering to guidelines and standards that reinforce brand recognition.

online training platforms

Scalability and Global Expansion

A well-structured channel training program can be scaled across different regions and partner types, facilitating global growth.

Lower Warranty Costs

Reduced Warranty Costs

Channel partners equipped with the necessary skills can resolve issues on the first attempt, minimizing the costs associated with repeated repairs.

enterprise network

Accelerated Time-to-Market

Channel partners who are swiftly trained on new products or services can launch them more quickly.

partner training programs

Increased Empowerment and Motivation

Certifications, recognition, and incentives included in channel training programs motivate channel partners to engage more deeply with the brand.

Partners Training lms

Greater Customer Satisfaction

Well-trained channel partner provide excellent service to customers, leading to higher satisfaction, loyalty, and positive referrals.

Partner Training Software

Better Compliance

Trained channel partners are more likely to adhere to relevant regulations and standards, reducing the risk of legal issues and penalties.

lms pricing

Innovation and Adaptability

Training helps channel partners stay current with industry trends, technologies, and best practices, fostering innovation and resilience.

Choosing Your Travel Companions

Identifying Who Needs to be Trained

With the destination clearly defined, the next step is to choose your travel companions wisely. Who will join you on this journey? In the context of channel partner training, the answer lies in identifying the channel partners who need to be trained. These channel partners are your companions on this strategic expedition, and each one plays a vital role in ensuring success.

Types of Channel Partners
  • Dealers
  • Franchises
  • Resellers
  • Service Providers
  • Retailers
  • Agents/Brokers
  • Affiliates
  • External Sales Teams
  • Independent Sales Representatives
  • Value-Added Resellers (VARs)
  • System Integrators
  • Distributors
channel partner training
Lms Enterprise Training
Roles at Channel Partners
  • Partner Principals
  • Store Managers
  • Assistant Managers
  • Associates
  • Sales Managers
  • Salespeople
  • Service Manager
  • Service Technician
  • Customer Services Representatives
  • Parts Managers
  • Financing Managers
Packing for the Trip

What They Need to Know and Do

channel partner training

Now that you’ve chosen your travel companions, it’s time to pack for the trip. But what do your channel partners need to bring along? In this journey, packing means equipping your channel partners with the knowledge and skills they need to succeed.

Each type of channel partner requires specific knowledge and skills to contribute effectively to the company’s goals, just as each traveler needs the right gear for the journey ahead.

Key Components of Channel Partner Training

Product Knowledge
  • Detailed Product Training
  • Competitive Analysis
  • Real-World Applications
Sales Skills Development
  • Sales Techniques
  • Negotiation Tactics
  • Customer Engagement Strategies
Service Skills Development
  • Technical Training
  • Service Delivery Standards
  • Troubleshooting and Problem-Solving
Marketing Alignment
  • Brand Messaging
  • Promotional Activities
  • Marketing Tools and Resources
channel partner training
Operational Processes and Tools
  • Order Processing and Fulfillment
  • Inventory Management
  • Diagnostic Tools and Software
Customer Support and Service
  • Customer Service Best Practices
  • Support Protocols
  • Customer Feedback and Improvement
Compliance and Ethics
  • Legal and Regulatory Compliance
  • Ethical Standards
  • Compliance Monitoring
Incentive and Reward Programs
  • Understanding Incentive Structures
  • Performance Metrics
  • Recognition Programs
Navigating the Challenges

Overcoming Obstacles on the Journey

Every journey is fraught with challenges. Understanding the challenges of extended enterprise training is essential to successfully navigating the partner training journey.

  • Geographically Dispersed Partners
  • Brands and Product Lines
  • Field Support Networks
  • Multi-Location Learners
  • Diverse Audiences and Learning Needs
  • Cultural Differences
  • Engagement and Motivation
  • Compliance and Regulatory Requirements
  • Language Barriers
  • Adapting to Rapid Change
extended enterprise training challenges
Charting the Course

Planning the Path to Achieve the Benefits

Extended Enterprise Training Roadmap

The final step in preparing for the journey is to chart the course—planning how to realize the benefits of partner training. This involves creating a roadmap that integrates the extended enterprise training best practices to guide your efforts.

As you create your roadmap, determine which stage of partner training will deliver the benefits you seek and identify the best practices within that stage—and any preceding ones—that are needed to overcome the challenges your program faces.

Extended Enterprise Training Best Practices

STAGE 1

Self-Directed

Provide Comprehensive Training Resources

Blended Learning

Suggest Training

Implement an Extended Enterprise LMS

Learner Feedback

Regular Updates

Recognize Learners

Measure Success via Enrollments

STAGE 2

Knowledge Acquisition

Create and Assign Certifications

Partner Certification Objectives

Pre-Assessments

Incentivize Training

Integrated Field Support

Branded Partner Locations

Multi-Location Learners

Manager Knowledge Feedback

Measure Success via Certifications

STAGE 3

Skill Development

Skill Profiles and Levels

Partner Skill Level Objectives

Skill Assessments

Regular Practice

Mentorship and Coaching

Encourage Peer Interaction

Incentivize Skill Development

Manager Skill Level Feedback

Measure Success via Skill Levels

STAGE 4

Individual Performance

Integrate Individual KPIs

Learner Discriminant Analysis

Assign KPI Training

Set Clear Performance Goals

Improve Impact on Individual Performance

Incentivize Individual Performance

Measure Success via Individual Impact

STAGE 5

Partner Performance

Partner KPI Integration

Partner Discriminant Analysis

Assign Staffing Levels to Partners

Set Clear Partner KPI Goals

Improve Impact on Partner Performance

Incentivize Partner Performance

Measure Success via Partner Impact

The Journey's End

Reaching the Destination

Partner Training Lms

With the roadmap in hand and the journey well underway, the final stage is reaching the destination—realizing the benefits of channel partner training. At this point, the organization, like a seasoned traveler, emerges stronger, with empowered channel partners who are aligned with its strategic goals.

So, pack your bags, gather your companions, and set out on the journey of channel partner training—a journey that promises to be as rewarding as the destination itself.