Ask a partner what they want from their vendors and the first answer is:  MONEY.  

But don’t be offended --your partners don’t only love you for your money – but it is a big piece of your relationship.

Some of the really savvy partners have a special strategy in mind and know which vendors they can go to in order to make it happen.

They find two non-competing vendors and go to both of them with a proposal for customer outreach.  Then, they combine the funds from the two (or more) vendors and “double-dip”.   Some vendors have a problem with it, but the savvy vendors know that it’s a win-win-win.

Why it’s a good thing:

1. Vendor 1 and Vendor 2 get their message out (and you may even tap into each others partner channels)
2. The partner lowers their campaign cost.
3. The partner often gets a better response with the two brands because it shows: a) their objectivity [see last post] and b) if the client isn’t interested in one brand, they may be receptive to the other. The most important thing is that the partner gets in the door with that first customer conversation.

Double-dipping does require a vendor to let go of any ego associated with not being ‘center stage’ of the campaign and making an effort to see the bigger benefits of helping the PARTNER win the customer.

So, who are your best non-competing vendor partnerships?  Drop them an email or give them a call today and see what they think about a 3-way effort that enhances both of your business.  
If you don’t HAVE the contact information from your best vendors, consider the CRN Channel Champions List – these are all channel-friendly companies and the contact for the partner program channel leaders are listed.   I’m sure you can get their ear if you bring partner funding to the table.   

Call us if you need help.