Internet services provider

Project 3 - Smart channel building

Background

This Australian company was an internet services pioneer and is now an established business serving over 3000 customers across the country. It focuses on technical excellence backed by superior service, and it enjoys a high level of customer satisfaction and above industry average customer retention. In previous projects we had:

• Repositioned the company to focus on Small Business customers
• Created a new corporate look, tagline and website image to match
• Re-wrote all website content to specifically target Small Businesses
• Conducted a pilot Smart Channel Qualification campaign that yielded 12 new resellers in 3 weeks.

Challenge

To handle the channel qualification process from initial prospecting call to registered reseller; to reduce the time and cost of building our client’s reseller channel.

Solution

We:

• Confirmed the ideal roles for the telemarketer and channel manager
• Confirmed what processes could be changed
• Recommended modifying the partner sign-in page to accommodate the new process
• Modified script, flyer, Partner Pack and covering email
• Made initial and follow-up prospecting calls to contacts on the refined database
• Registered new resellers online; booked phone appointments for them with our client
• Provided profiles of each reseller for our client to customise response and follow-up

Result

• 13 new resellers registered after 7 calling days (2 elapsed weeks)

Feedback

“This new process made it easier and faster to build our channel. Technoledge is registering and handing over about 6 new resellers per week, whom we follow up by phone. The call is scheduled so they are expecting it, and completion is done in a few days instead of weeks.”
Channel Manager, Internet Services Provider

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