Should Manufacturers Create Training Programs for Channel Members?

Growing a business isn’t easy, especially when trying to reach new customers. Partnering with the right people can make all the difference, but that’s just the first step. Training them is also important.

That being said, should manufacturers create training programs for channel members? Absolutely! This guide explains why and how to train channel members effectively.

Should Manufacturers Create Training Programs for Channel Members and Why?

Manufacturers should definitely create effective training programs for channel members. This ensures they understand your products, brand, and how to work with your network. In fact, the training should cover everything from product details and selling strategies to meeting customer needs and building loyalty.

Why do channel partners matter in the first place?

Channel partners play a key role in helping businesses grow. Here’s why they matter:

• Market reach: Partners help businesses enter new regions or connect with specific customer groups. They act as local representatives, expanding your market effectively.
• Customer connections: Having partners nearby makes it easier for customers to trust and rely on your products or services.
• Sales expertise: Experienced partners understand market trends and create targeted sales strategies, improving lead quality and increasing revenue.
• Cost savings: Entering new markets can be costly. Working with partners reduces expenses like hiring and setting up new offices.
• Local insights: Partners provide valuable knowledge about regional preferences, trends, and competitors, helping you stay ahead.
• Customer support: Localized support in regional languages improves customer satisfaction and trust. Partners can also assist with installations and troubleshooting.
• Brand growth: As partners promote your products, your brand awareness grows naturally in their regions.

What Does Channel Partner Training Involve?

Effective training gives partners the tools to sell and support your products confidently. Key areas include:

Onboarding

Teach partners about your brand, goals, and tools like partner training LMS software. Align expectations and provide clear messaging to ensure consistency.

Product Training

Partners need to know your products inside out—from features and benefits to troubleshooting and maintenance. Certification after training adds credibility and ensures ongoing learning.

Sales and Marketing Skills

Show partners how to communicate effectively with customers, address concerns, and close deals. Share marketing resources and leverage AI for in-house marketing to help them promote your brand.

Technical Training

Equip partners with detailed technical knowledge using software for technical skills training. This is crucial for complex products like software or machinery.

Market Insights

Provide data on customer behavior, industry trends, and challenges. This helps partners tailor strategies and maintain a competitive edge.

How to Create Training Programs for Channel Members

Creating successful virtual training programs for your channel partners is about making sure they know what they need to succeed. Here’s a simple guide to help you design a strategy that works.

1. Set Clear and Practical Goals

Start by figuring out what you want to achieve with the training. A vague goal like “all partners will pass the final quiz” may feel good but won’t create a real impact. Instead, tie your goals to your business needs.

For example:

• If you’re onboarding new partners, aim to shorten the onboarding process from 4 weeks to 2 weeks.
• If you’re boosting product sales, aim for a 20% increase in partner-driven sales.

With specific and measurable goals, tracking success and making improvements is much easier.

2. Understand Your Partners’ Roles

Not all partners do the same work. Like your employees, their roles vary. Tailor training to their specific tasks.

Here’s a breakdown by partner type:

Distributors

• Who needs training: Sales teams selling to resellers
• What to cover: Product training, sales techniques, marketing, and communication strategies

Value-Added Resellers

• Who needs training: Sales and project development teams
• What to cover: Product features, customization tips, sales strategies, and marketing resources

Franchises

• Who needs training: Managers, cashiers, and staff
• What to cover: Customer service, management, and operational workflows

Each audience has different needs, and addressing those needs will make your virtual training more effective.

3. Focus on What They Need to Learn

Your program should teach both the basics and job-specific skills.

Start with onboarding topics:

• Company overview: Share your company’s history, mission, and how their partnership fits into the bigger picture.
• Rules and expectations: Explain communication styles, dress codes (if any), and how they can contact you.
• Product knowledge: Provide product knowledge training to teach them what makes your product valuable, why customers love it, and how it solves problems.

Next, dive into role-specific training:

• Sales teams: Train them on presenting your product, handling objections, and justifying prices.
• Marketing teams: Provide insights into your target audience and examples of successful campaigns.
• Production staff: Focus on maintaining quality and ensuring smooth operations.
• Management teams: Help them with risk management, cost optimization, and team motivation.

4. Pick the Right Training Format and Method

The way you deliver training matters. Think about where your partners work and what tools they have.

• In-office teams: These teams often have reliable internet and access to computers, so detailed slides, interactive videos, and webinars work well and motivate adult learners.
• Field teams: They may only have smartphones and limited internet. Use microlearning—short, easy-to-digest lessons they can complete during breaks. A dedicated mobile app allows them to join live workshops or complete pre-recorded courses on the go. Customizable, white-label apps can align with your brand for consistency.

Additional Tips

Adapt the content to their environment:

For example, avoid text-heavy slides for mobile users or videos for teams without headphones.

Offer courses in multiple languages:

Make learning accessible by providing materials in the languages your partners speak. Subtitles in multiple languages also make videos easier to follow. Coursebox AI lets you create and sell online courses in various languages. 

Blend delivery methods:

Not everyone learns the same way, and not all training goals need the same approach. Mix employee training methods to match the content and audience. For example:

• One-on-one sessions for personalized guidance.
• Instructor-led group training for collaborative learning.
• Written materials for those who prefer reading.
• Videos, animations, or infographics for visual learners.
• Webinars for real-time interaction.
• Mentoring or shadowing for hands-on experience.
• Role-playing simulations for practical skills.

5. Use Employee Training Tools

Training manufacturing employees, especially in larger organizations, can feel overwhelming without the right tools. That’s where learning and development (L&D) tools come in.

HR teams and learning professionals rely on corporate eLearning solutions to simplify the process. For example, Coursebox AI makes it easy to create, assign, and manage training sessions.

It also personalizes the learning experience by offering tailored content and role-specific guidance. This helps employees learn faster and improves their overall progress.

With the right software, delivering effective training becomes easier and more organized for everyone involved.

6. Keep Your Partners Motivated

Remember, partners aren’t your employees. They won’t train just because you tell them to. That’s why you should make the training valuable to them in the following ways:

• Highlight success stories from other partners.
• Share real-world results that your product or service delivers.
• Offer incentives like certificates, exclusive promotions, or recognition.

7. Use Training Analytics to Track Success

Measuring how well your training works is key to improving it and getting better results. Training analytics can help you see what’s working and what needs fixing.

Learning analytics tools track how employees interact with the training materials. Features like no-code tracking make it easy to monitor engagement, behavior, and performance.

These insights help learning teams identify problem areas and adjust their strategies. You can even see how employees use in-app guidance, allowing you to improve the content for future training.

If you’re measuring effectiveness manually, focus on these metrics:

• Pre-set KPIs: Use key performance indicators (KPIs) for training and development to evaluate success.
• Quiz and survey results: Check what employees understand.
• Performance data: Look for improvements after training.
• Feedback: Ask employees what they think about the training using eLearning feedback surveys.

8. Use Feedback to Improve

Training isn’t a one-time event. Ask your partners for feedback and improvement ideas regularly to show you value their input and keep the program relevant.

Questions to ask include:

• Was the content clear and easy to follow?
• Do they feel ready to work with your product?
• Are there gaps in the training or conflicts with their daily operations?

Can You Automate the Whole Process?

Automating partner training with a learning management system (LMS) streamlines operations, saves time, and ensures consistency.

Benefits of Automating Training

Let’s look at some of the benefits of automating training and how to do it.

Centralized training database

• Move your training online to create a structured, easily accessible repository.
• Share materials with partners globally, ensuring everyone is on the same page.

Streamlined routine tasks

• Use a learning management system to automate repetitive actions like:
• Assigning courses.
• Sending webinar invitations.
• Reminding partners of deadlines.
• This reduces human error and frees up staff for strategic tasks.

Real-time monitoring

• Track trainee progress automatically through detailed reports.
• Set email notifications for progress updates, tailored to your schedule.

Consistent communication

• Upload updates and announcements directly to the LMS.
• Notify all partners instantly with automated alerts.

Essential LMS Features for Partner Training

When choosing the right LMS, consider the following factors:

Single sign-on

• Trainees log in once via their partner portal without needing multiple credentials.
• Prevents password issues and improves user experience.

Mobile app

• Partners can access training materials anytime, anywhere using mobile learning apps.
• Especially useful for field representatives and locations without computers.

Multi-tenancy

• Group learners by job role, experience, or training needs.
• Provide customized training journeys for managers, sales teams, and tech staff.

Scheduling tools

• Partners can view all training activities, deadlines, and assessments at a glance.
• Helps them plan better and stay on track.

Gamification

• Consider gamified learning platforms to reward achievements with badges and points.
• Introduce leaderboards to encourage friendly competition.

Performance tracking

• Offer bonuses, discounts, or perks to top-performing partners.
• Use LMS tracking to monitor progress at individual, group, or course levels.

Auto-assignment

• Automatically enroll new users or groups in relevant courses.
• Schedule regular assessments, such as quarterly product knowledge tests.

Built-in course authoring tool

• Quickly update or create employee training materials.
• Ensure content is compatible with your LMS for seamless integration.

Vendor support

• Choose a learning management system with responsive technical support.
• Regular insights and updates from your vendor can help you optimize your training program.

Final Tips

Successful businesses thrive with well-trained partners who can help reach new markets. Moving your training online with a learning management system makes it easier, more engaging, and stress-free to manage.

Keep the following tips in mind:

• Rising costs: Expanding partner networks means higher training costs. Focus on scalable solutions like online courses or group webinars.
• Smaller or remote partners: These partners may not get as much attention. Offer digital tools they can access anytime, like videos or eLearning platforms.
• Low engagement: Partners may ignore new materials. Keep it simple, accessible, and connected to their needs. Provide updates through easy-to-reach channels, and offer reminders to stay on track.
• Leverage AI: Choosing the right AI LMS can save you a lot of time, money, and effort!

Ready to take the first step? Book a demo today and see how Coursebox AI can help grow your business.