Recognize your top business partners with special rewards.
The Problem/Opportunity: For IBM in the late 1980’s, it became more and more important to recognize the “best” business partners because the number of its resellers was increasing significantly. The better business partners who had invested in providing superior products and services with better customer service needed to leverage these significant investments. A method of distinction from the manufacturer was required.
The Challenge: The challenge was significant because there were no similar recognition programs at the time. Using the common practice of having revenue define the “best” was inadequate. Some of the largest resellers were achieving their high sales rates by violating or stretching the terms of their reseller agreements to the detriment of other resellers. The new criteria for the “best” had to be:
- simple to understand and administer,
- valuable enough that customers would seek out the “better” partners
- valuable enough so business partners would strive to achieve the distinction
Get Started with Ewing Consulting to strengthen relationships with your business partners.