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The Who and The Why? - Defining your Ideal Partners, and Your Partner Value Proposition

In our first 2 sessions we are diving into Discovery: the D in the DANCE framework. There’s 2 main things to think about here and it sets up everything else that we work on:

Who’s your ideal client? If we don’t know who your ideal (or chosen target) client is, how can we uncover who the perfect partner is?

Who is your Perfect Partner? It’s not about saying we won’t work with anyone else, but about really identifying where we focus our proactive efforts. Where they’ll pass the right quality of lead, at the right volume, and at the right time. It’s much more than just having the right audience for you; it’s about the nature of their relationship, how they communicate, their values, and so much more.

We’ll not only uncover who they are, but the unique Partner Value Proposition for each partner demographic identified as a key target.

This value proposition allows you to quickly engage with partners, and allows for the implementation of everything else we set up.

The first session is typically slightly longer than a half day, with a shorter follow up session to make sure we’re all happy with the decisions before we move forwards.

This is the most interactive, and sometimes challenging, part of the process, but also the most powerful.

The How - Systems, Processes, and Communication

The next tow session move into the Assembly and Nurturing parts of the programme. A and N in the DANCE framework.

Session 3 - Assembly:

For a partnership programme to flourish, and then scale, you need to ensure you have the behind the scenes set up in order. From systems and processes to software and personnel, we’ll make sure no stone is left unturned so you can be sure of delivering a consistent level of service to your partners.

This is also where we look at how and when we reward partners for their efforts.

The simple things really do matter, get this wrong and your partners will immediately lose trust, get it right and you’ll have partners for life.

You may not be ready to have everything in place on day 1, but we’ll ensure there’s a road map to best in class that will serve you well along the way.

Session 4 - Nurture:

Your partners could be more important than the majority of your customers, so we need to make sure you treat them as such.

Communication is key and we’ll look at the various channels each partner type will need to ensure a rock solid relationship is formed that only builds over time.

From setting expectations at outset, and a seamless onboarding process; to reviews and regular updates that keep you front of mind, and the partnership moving in the right direction.

It’s about getting the right mix of automation and personal contact. Functional messages and value add communications. Formal reviews or forming relationships.

We’ll ensure your partners are left feeling loved, valued, and informed; so that when they’re approached by other potential partners there’s not even a thought in their mind about working with anyone but you.

The When and The Where - Sales & Marketing Support for Partners

We’re then into Connection. C in the DANCE framework.

A successful partnership doesn’t just happen. You need to help your partners connect their audience to you. Do the heavy lifting, make it easy for them, and you’ll reap the rewards.

Don’t, and you may well find your partnership experience an underwhelming one.

Depending on the partner and how they engage with their audience you’ll need to provide the right level of support.

Is this internal marketing support?

Partner facing materials where you share the benefit of your experience to enhance the ability of the partner and their team to refer you.

Or

Is it more outwardly, customer facing support?

All the materials and activities your partners can use to connect you with their audience.

From static materials like sales emails, to more immersive experiences like events.

We’ll look at all this and more, including how you can really integrate your offering into your partners processes so the lead generation process happens almost automatically.

The Now - Programme Launch

Time to Engage. The E in the DANCE Framework.

With confidence in both the existing offering, and the road map to an even stronger partner programme, it’s time to build your partner acquisition strategy.

Using the value proposition we identified during the Discovery stage we’ll cover how to get your first partners on board, how to then leverage them and your network to grow your partner base, before looking at advanced strategies to really scale your programme when the time is right.

Within this we’ll look at the supporting materials and messaging required - but by this point it’s all systems go.

There’s a simple 3 step process will provide you with all the partner leads you need to grow your programme.

This is where we look at leveraging everyones existing networks, make the most of low hanging fruit, but also build a longer term strategy