For almost 20 years, Adviser Partner has been training, coaching, and consulting +35.000 Sales Reps, Sales Managers, CEOs, and business owners. We have been working with the best, in more or less every industry and because of that, we have learned a lot of what-to-do and probably even more, a lot of what-not-to-do! 

So, what can we do for you now when you are reading this article? Well, we can give you our top three list on what to do to maximize your results as Partner Account Manager, in these articles referred to as PAM. 

Let’s be honest, who of you readers, is at their full potential in what you are doing? We are certainly not, but we really want to be better than we are today. Always becoming better. That gives us the motivation to get out of bed every morning. The aim of becoming better! 

The PAM works with resellers and partners. That’s a fantastic job, many times something between a salesperson and a Sales Manager. The PAM is there to increase the sales but is doing it through somebody else. A few relevant questions arises when the fundamentals of Partner Account Management are going to be discussed:

  1. What is a partner?
  2. How does the PAM win his or her game? 
  3. How should the PAM plan for execution?

First thing first! What is a partner? Its quite interesting to see the similarities between a partner in life, and in business life. A partner is a partner but to really get it, you need to understand the partner definition. 

The definition of a partner that Adviser Partner uses is the following…and let’s look at it step by step…

“A long-term relationship…with a shared goal…where both are winners…”

First: Long-term means that both parties, the producer, and the reseller, have the idea to do this… with the long-term perspective. If it will be long-term or not is another question, but that’s the idea at least. Why is it important to understand if it’s going to be long-term or not? Because every decision you ever do, will be more or less right, depending on what time scale you are using. Let’s take a stupid example. With one million in my pocket, knowing this is my last day on earth, I would take one kind of decision on how to spend the money compared to knowing that I have 50 years more living. Every decision you ever take, will be affected by the time scale, it’s just not something you think about so much… With an established idea, shared by the other part, that the relationship is long-term, you will act differently and, in the long run, better…! Both you, the producer and the other part, the reseller you want to make your partner.

With a shared goal…meaning, you and your partner, have a common goal, that you really share, a goal that you developed together, discussed what to do and not, not pushed onto the other part: that’s a true goal. For Goals to be effective, it needs to be hard to meet but developed together. Actually, the best goals in the world are kind of 50-50…its 50-percent chance that we will make it and 50-percent chance that we won’t! That’s a goal making everybody better than they are today and really opening the potential in everybody. We all have a lot more potential than we are showing and getting that potential out is always something to aim and strive for.

What we do see is that the shared goal, many times, isn’t so “shared” or even exists at all. Also, where did the goal come from? You, the partner, or somebody else? Do remember, that the best goal comes from getting together and really having THE goal discussion! After THE goal discussion, you are both committed to the goal.

“Where both are winners”, comes from the idea that a healthy partnership creates two winners, not one and for sure, not two losers. When helping your partner to be a winner, and creating a system of winning, is a smart move. It’s smart, because it will drive your partner forward, doing more and more. Why…by winning more and more! 

Interested in a dialog on how to help your company increase sales, don’t hesitate to contact one of our twenty Sales Expansion Specialists, or press the button below to get contacted. 

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