Selling the Brand: Partner and Reseller Training

In Brandon Hall Group’s recent study, COVID-19: Impact on Workplace Practices, 84% of companies say that the pandemic negatively impacted sales effectiveness to at least some degree. However, the good news is that 63% of companies have an optimistic outlook for sales effectiveness for the year ahead. Sales training and enablement programs are going to be critical to delivering on that optimism.

But for many organizations, it is not as simple as turning to the sales team and giving them some training. Very often, the sales of a company’s products and services occur through a network of resellers and partners who do not work directly for the company and typically sell products from other, competing companies. This makes properly training these external audiences both critical and challenging.

If a salesperson can sell two competing products, they are going to feel much more confident speaking to and selling the product they know better. By providing your partner network with world-class product training, you arm them with the insight and knowledge they need to put your products on top.

Because they don’t work for your company, the learning experiences you provide must be much more engaging and impactful to drive adoption. It is also important to create a branded experience that is easy for the learner to navigate. By extending its brand, vision and mission to partner training, a company can build its business, not just its products.

Brandon Hall Group Platinum Preferred Provider Adobe recognizes the unique use case these training environments present and assembled a set of tools to make it easier for companies to create and deliver consistent, engaging and impactful learning experiences for partners and resellers. Adobe Captivate Prime provides companies the ability to create branded learning experiences for dispersed, extended audiences. This means that partners and resellers are constantly brand-aware and equipped with the knowledge they need to successfully sell your products and services.

For a more in-depth look at the challenges and benefits of partner and reseller training, download the eBook here

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Mike Cooke



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Mike Cooke

Chief Executive Officer of Brandon Hall Group Mike Cooke Prior to joining Brandon Hall Group, Mike Cooke was the Chief Executive Officer and co-founder of AC Growth. Mike held leadership and executive positions for the majority of his career, at which he was responsible for steering sales and marketing teams to drive results and profitability. His background includes more than 15 years of experience in sales, marketing, management, and operations in the research, consulting, software and technology industries. Mike has extensive experience in sales, marketing and management having worked for several early high-growth emerging businesses and has implemented technology systems to support various critical sales, finance, marketing and client service functions. He is especially skilled in organizing the sales and service strategy to fully support a company’s growth strategy. The concept of growth was an absolute to Mike and a motivator in starting AC Growth, in order to help organizations achieve research driven results. Most recently, Mike was the VP and General Manager of Field Operations at Bersin & Associates, a global analyst and consulting services firm focused on all areas of enterprise learning, talent management and talent acquisition. Tasked with leading the company’s global expansion, Mike led all sales operations worldwide. During Mike’s tenure, the company has grown into a multi-national firm, conducting business in over 45 countries with over 4,500 multi-national organizations. Mike started his career at MicroVideo Learning Systems in 1992, eventually holding a senior management position and leading all corporate sales before founding Dynamic Minds. Mike was CEO and Co-Founder of Dynamic Minds, a custom developer of software programs, working with clients like Goldman Sachs, Prentice Hall, McGraw Hill and Merrill Lynch. Also, Mike worked for Oddcast, a leading provider of customer experience and marketing solutions, where he held a senior management position leading the company into new markets across various industries. Mike also serves on the Advisory Board for Carbon Solutions America, an independent sustainability consulting and carbon management firm that specializes in the design and implementation of greenhouse reduction and sustainability plans as well as managing the generation of carbon and renewal energy and energy efficiency credits. Mike attended University of Phoenix, studying Business Administration and Finance. He has also completed executive training at the Chicago Graduate School of Business in Chicago, IL.