Service/Funding By Shawn Welsh
The Power of 2
Partner Programs can mean strength in numbers
or the independent security dealer, Part- selling to you, the dealer? The sales literature
ner Programs provide a number of stra- provided to you by the manufacturer should
tegic advantages—ones that will help appeal directly to the end-user. This is critical
your company stand out in an increasingly for the independent dealer, who doesn’t have
competitive marketplace. room in the budget for extensive marketing.
In choosing a Partner Program, consider the Also, does your Partner Program provide
speciﬁc advantages and beneﬁts and whether it you with qualiﬁed sales leads—leads that are
can be customized to your needs as an indepen- backed by demographics research and real, lo-
dent dealer. Here are some important questions calized customer knowledge? Or are they giv-
to ask before entering into a manufacturer’s ing you “Yellow Pages” leads that go nowhere?
Partner Program: The best Partner Programs give you the sales
advantage by providing marketing assistance
• Are there sales volume requirements? and custom tools that help you sell systems.
Many Partner Programs have strict sales quotas
that must be met in order to remain in good • Does your Partner have a solid and
standing. Sometimes these mandates are too long-standing reputation in the ﬁeld?
burdensome for the independent dealer as Ideally, you’ll partner with a manufacturer
concerned with nurturing existing customer that’s already an established leader. These
relationships as they are with increasing sales Partners are familiar with the challenges
volume month after month. Worse, in some pro- unique to the industry and are better prepared
grams, unmet sales goals can lead to penalties. for the emergence of future technologies. For
For many independent dealers, a more inclu- instance,