Recruiting resellers, VARs, dealers, distributors, and consultants is a vital part of the sales strategy for many companies. With the explosion of online media such as broadcast e-mail and newsletter sponsorships, there are now a multitude of cost-effective ways to get your message in front of potential new sales partners. Here are a few tips to keep in mind:

1. Don't use copy "warmed over" from your last end user campaign, no matter how successful the original program. Take the time to craft a message specific to the channel audience. Most importantly, remember that resellers and dealers are more likely to respond to what they perceive to be a compelling business opportunity, so focus your copy on benefits like increased income, co-marketing, and attractive commissions, rather than your software's latest feature set.

2. Don't ask your campaign to do too much. Partnering with a company is a considered decision, so avoid the temptation to communicate everything there is to know about you and your products in your ad or splash page and expect the reseller to complete a detailed application on the spot. Use a "two step" strategy by offering a comprehensive "partner information kit" that includes product literature as well as details on your reseller program. You'll generate a larger pool of potential partners, and you or your channel reps will be able to follow up in person and talk through any questions and objections via telephone.

3. Resellers are human too (really!) and respond to personal enticements as much as anybody. "Special offers" designed to close the deal (such as discounts off a first purchase) work less well than free gifts (for example, a gadget to the first 100 who respond) that are designed to simply elicit a response. Exclusivity can also be effective. One of the most successful channel campaigns we ever produced started with the line: "You're invited to become one of only 100 resellers nationwide ..."