Why isn't a Reseller Partner Program Good Enough for Partnering with a MSP?
While reseller partner programs are valuable for many types of partnerships, they may not be the ideal choice for collaborating with Managed Service Providers (MSPs).
These are, in no specific order, the Top 6 Reasons why a dedicated MSP partner program is essential.
Different Business Models
MSPs operate under a distinct business model compared to traditional resellers. They provide ongoing services, often involving complex support and management. A reseller program focusses on simple product resell and does not address the specific needs and nuances of the MSP's business, leaving them without the necessary support and resources.
Incentive Structure
The vendor aims to boost product sales, hence integrates product based incentives, such as rebates and special discounts, into their reselling program. However, such programs will only effectively promote products that the vendor is particularly eager to introduce to the market, such as newly released items or technologies targeted for clearance. Managed Service Providers (MSPs), on the other hand, focus on designing and overseeing intricate solutions, and do not rely on product-specific incentives. Attempting to motivate partners and enhance product sales solely through product-specific incentives is likely to be unsuccessful.
Specialized Training
MSPs require specialized training to effectively manage and support the technology solutions they offer. A reseller partner program will always focus on product knowledge and selling skills rather than on any deep level technical training and expertise that MSPs need to serve their clients adequately.
Strategic Collaboration
Partnering with an MSP will involve a strategic, long-term commitment. A MSP partner program fosters deeper relationships, offering joint marketing, co-selling initiatives, and performance tracking and reviews, which are critical for the success in this partnership. Usually reseller program are very light on these aspects and do not provide the same level of strategic collaboration.
Market Under
standing
MSPs have in-depth knowledge of their target markets and the specific challenges their customers face. A dedicated MSP partner program allows IT vendors to align with and even leverage this expertise and tailor their offerings accordingly. A reseller program often lacks these feedback loops and misses to leverage valuable partner insights.
Support for Service Delivery
MSPs require ongoing support, including service delivery and problem resolution. A reseller program might primarily focus on product sales and lack the support mechanisms needed for service-oriented partnerships.
In conclusion, the unique characteristics and needs of MSPs make a dedicated MSP partner program a more suitable choice for successful collaboration. While reseller partner programs have their place, they often fall short in addressing the specific demands of a partnership with Managed Service Providers. A tailored program for MSPs ensures alignment, specialized training, strategic collaboration, market understanding, and robust support mechanisms, leading to more fruitful and enduring partnerships.
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