Microsoft is now providing partners with the know-how to improve their sales while at the same time gaining a better understanding of Microsoft’s products. This is accomplished through the Microsoft Partner Program. This program also aids in the partners commitment to Microsoft.
The participating distributors in the Gold Certified Partner are afforded a unique status which provides partners a much needed competitive advantage within the channel. IntraLinks (an information exchange solutions company) was recently accredited as a Gold Certified Partner through demonstration of Microsoft competency.
Official at Microsoft feel confident that the program will increase loyalty within the channel partners. They also believe it is sure to provide consumers with an exceptionally positive experience with their products. This helps lead to customer loyalty.
Corporate vice president of the worldwide partner group at Microsoft, Allison Watson, explained that customers and consumers “need to trust in a company that can act as an expert adviser for their long-term strategic technology plans. Microsoft Gold Certified Partners, which have certified expertise and direct training and support from Microsoft, can build a positive customer experience with our technologies.”
A recent study from the Australian Graduate School of Management provides data showing that loyalty programs that equip distributors with information on product handling usually render positive results. New and experienced business owners should think about implementing comparable channel partner incentive programs in their own companies.
Other business vendors might consider initiating similar channel partner incentive programs at their companies. A study from the Australian Graduate School of Management suggests that loyalty programs that can help distributors handle the product often yield positive results.