Finding customers and partners
How to find partners and resellers for your business
To find partners, list the businesses that already serve your customers but do not compete with you, reach the person who owns that relationship, and offer them a clear reason to care.
By Invenitor team. Updated .
What kind of partner do you actually need?
"Partnership" can mean several different things. Decide which you want before you contact anyone:
| Type | What they do | What they want from you |
|---|---|---|
| Reseller or distributor | Sells your product to their customers | A good margin, support and steady demand |
| Referral partner | Sends you people | A fee, or a better outcome for their customers |
| Integration partner | Connects their product with yours | A feature their users have asked for |
| Co-marketing partner | Reaches a shared audience with you | Access to your audience, in equal measure |
| Implementation partner | Sets up your product for clients | Paid services work |
Who should be on your list?
Start from your customer, not from a list of companies. Ask your best customers who else they buy from in this area, who they ask for advice and which tools they use daily. Those names are your list. Someone your customers already trust will carry far more weight than a stranger with a bigger audience.
Then rule out two kinds of company: those that compete with you or plan to, and those so large that you would be a rounding error for them. A mid-size partner, for whom you could really matter, usually works harder than a famous one that signed and forgot about you.
How do you find the right person there?
Titles vary widely here. Look for these, depending on the company's size:
- Small company: the founder or owner, who makes the decision.
- Mid-size company: head of partnerships, business development or channel sales.
- Large company: a partner manager for your region or segment, not the global head.
- Software company: its product manager, for an integration.
- Distributor: the owner, or the category manager who handles products like yours.
A search helps because you can describe a role without knowing the exact title. Name the sector you need, as in "heads of channel sales at Indian accounting software companies". On Invenitor that shows up to 100 people for 20 credits (₹40). See how to write a query.
What should your first note offer?
Most partnership emails say "let's explore synergies", which means nothing. Instead, say what happens for them. A strong note says:
- What you have noticed about their customers.
- What you do, in one plain line.
- What they would get: revenue, a happier customer or a feature.
- Your evidence, such as a shared customer or an early result.
- A small first step, like a pilot with one customer.
An example: "Three of your clinic clients use our appointment software. They keep asking if it can talk to your billing system. Could we test a simple link with one clinic this month?" It gives a reason, proof and a next step.
How do you tell a real partner from a polite yes?
Partnership talks often produce warm feelings and no results. Plenty of people will say this sounds great, and then nothing happens. To find out where you stand, ask for something small and concrete early on: an introduction to one customer, or a slot in their newsletter. Whether they do it tells you more than any meeting.
Ask who at their company will own this, and how they will be measured. If nobody owns it, nothing will happen. Agree on a first goal with a date, and meet briefly every few weeks. Write down who does what. A long contract can wait until you have one result. Before you sign anything exclusive, get legal advice and agree on how either side can end it.
How do you keep a partnership working?
Once you have a partner, keep making it easy for them. Provide a short guide on who to refer, a simple way to pass leads, and quick answers. Pay what you owe them promptly, and thank them openly. Tell them what happened to each person they sent.
Start with a small list. You only need a few good partners, so this costs little: a contact is 1 credit (₹2), and only when an email or phone comes back. Write each note yourself. Invenitor does not send messages for you. Before you contact many companies, read the rules guide and how to follow up. Also see how agencies use people search, if you plan to do this for clients.
Common questions
- What is a fair referral fee?
- It depends on your margin and your sector. Ask your partner what they get elsewhere, and start with a simple arrangement you can change.
- Should I sign an exclusive deal?
- Be careful. Exclusivity limits you if the partner does little. If you agree to it, tie it to results and a time limit, and get legal advice.