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    Episode 23 - Partner Recruiting Strategy - Another Lesson from Nick Saban

    en-usNovember 26, 2019
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    About this Episode

    Microcast

    Partner Recruiting

    Unless you are from Birmingham or Tuscaloosa, you may be getting tired of seeing the Crimson Tide of Alabama in the playoffs and as college football national champions year after year.  For those who follow Nick Saban, he has many secrets to his success including the undying support of his university and the alumni, a huge budget and good coaches.  But many will argue that what really separates his outstanding football program is his focus on recruiting.

    Unlike other college programs who come in as cheerleaders for their school and tout how great they are, Saban and his coaches have another approach that is very factual, practical and direct.  Recruiting coaches are taught to have a conversation that goes somewhat like this, “This is who we are. This is what we do. This is what we’ve done. This is what we feel like we can do for you. This is what we feel like you can do for us. If you want to be a part of it, great. If you don’t, somebody else will.'”

    In our channel, partner recruitment is an on-going process.  Master agents want partners to sell through their contracts, and recruit based on their relationships with providers and what they can do for the partner that other masters can’t.  Providers recruit partners to sell services in preference to those of their competition.  So, what can we learn from arguably one of the most successful college football coaches of all time about recruiting?

    The first lesson is to target the right partners.  Saban doesn’t want just anybody to play for Alabama.  It has to be a win-win.  He focuses not only on what Alabama can do for the player, but also what the player can do for Alabama.  Master agents and providers need to define the characteristics they value in a partner and then target those that come the closest.  Here are some questions to ask your program that help you recruit the right players:

    ·      What type of customers are currently in the partner’s portfolio?

    ·      How complex of a sales process does it take to win a deal?  Some partners are not motivated for a long, strategic and large deal?

    ·      What type of relationship does a partner need and want from you and is your program ready to support that type of relationship?

    You don’t need every partner to affiliate with you, only the ones that create a win-win relationship and score the touchdown and bring the deal in.

    Once you have defined the right partner, it’s time to narrow the field and focus your efforts.  Saban and his coaches can’t scout at every high school football game, meet every parent or bring every player to campus.  They have to focus their efforts to be effective.  Once a partner program has defined the ideal partner they want to target, then the next step is to eliminate activities that produce partners that are not going to succeed in the program.   As an example, if your deal is complex and you want a partner that understands security as a service, a program may want to target managed services providers, attend their events, and gear their marketing message to attract that type of individual.

    Define what you can do for your partner and what you need them to do for you.  Back to Nick Saban.  His conversations with prospective recruits was direct and to the point.  “This is what Alabama can do for you AND this is what you can do for us.”  In the channel, we often forget the part about what we want the partner to do for us.  Partner programs should be clear about the benefits of their program, and most programs do this.  But you also need to focus on the commitments you want them to make to you and be clear about that.

    Don’t wait for partners to come to you.  Go to them.  Although Alabama is an elite pro

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    We start with an 8:15 Huddle

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    1.     What did you learn about our current situation with the virus?

    2.     What are you watching that you’d like to recommend to everyone?

    3.     What did you accomplish personally?

    The answer to the first question is designed to have us talk about the progress our country is making in the fight against Covid-19, debunk any false information, and do a reality check on how long our situation might last. 

    Since we are all streaming Netflix or Amazon, we can connect socially on shows that we are all watching together.  Right now, our guilty pleasure is Tiger King, a 7-part documentary about Joe Exotic and his big cat animal park in Oklahoma and his death match with animal rights activist Carol Baskin who runs the Big Cat Animal Rescue in Tampa.  This gives us a big laugh and an opportunity to talk about the bizarre story that has gripped the interest of America.  We’ll be on to the next binge-worthy show soon.  We would have talked about this live in the office and doing so virtually gives us as close to the same experience as possible.

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    Break up the day with a virtual lunch.

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    End the day with a 5:00 daily recap.

    Our last call of the day is at 5:00 and we ask everyone to weigh in on the following:

    ·      What was your bi

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