--- title: "Winning the Counter: How to Earn Your Channel Partners' Recommendation" description: Your channel partners also sell your competitors’ products. Learn the 4 pillars of channel partner engagement that earn the recommendation at the counter. image: https://corerewards.com/hubfs/AdobeStock_509058265.jpeg --- [Skip to content](https://corerewards.com/resources/winning-the-counter-how-to-earn-your-channel-partners-recommendation#main-content) Close - [Home](https://corerewards.com) - [Solutions](https://corerewards.com/solutions) - [Sales Teams Performance](https://corerewards.com/sales-team-performance) - [Channel Sales Engagement](https://corerewards.com/channel-sales-engagement) - [Employee Recognition](https://corerewards.com/employee-recognition) - [Resources](https://corerewards.com/resources) SEARCH CONTACT E-MAIL: [hello@corerewards.com](mailto:hello@corerewards.com) [Contact Us](https://corerewards.com/contact) [![logo](https://corerewards.com/hubfs/Core%20Rewards%20Logo-Head%20100px.svg "logo")](https://corerewards.com/) [![logo\_text\_Core Rewards](https://corerewards.com/hs-fs/hubfs/logo_text_Core%20Rewards.png?width=195&height=22&name=logo_text_Core%20Rewards.png)](https://corerewards.com/) - [Home](https://corerewards.com) - [Solutions](https://corerewards.com/solutions) - [Sales Teams Performance](https://corerewards.com/sales-team-performance) - [Channel Sales Engagement](https://corerewards.com/channel-sales-engagement) - [Employee Recognition](https://corerewards.com/employee-recognition) - [Resources](https://corerewards.com/resources) E-MAIL: [hello@corerewards.com](mailto:hello@corerewards.com) [Contact Us](https://corerewards.com/contact) ![Counter Salesperson working on computer](https://corerewards.com/hs-fs/hubfs/AdobeStock_1913782173.jpeg?width=575&name=AdobeStock_1913782173.jpeg) [Chase Flowers](https://corerewards.com/resources/author/chase-flowers) Nov 5, 2026, 3:01:06 PM 12 min read # Winning the Counter: How to Earn Your Channel Partners' Recommendation [Previous Post](https://corerewards.com/resources/how-to-create-a-sales-incentive-program-that-actually-drives-performance) Your channel partners decide whether your product gets recommended at the counter. They also sell your competitors' products, and they do not report to you. Channel partner engagement is how you earn that recommendation. Core Rewards defines it like this: > Easily communicate to and engage with your channel network. Configure and market promotions easily within our engagement platform. Receive support by our team of strategists. Enable channel leaders to show their appreciation, on the spot, with spot recognition scratch-off cards. > > Drive customer satisfaction, profitability and revenue by transforming the way your channel partners connect with you.   In this article 1. [The Short Version](https://corerewards.com/resources/winning-the-counter-how-to-earn-your-channel-partners-recommendation#the-short-version) 2. [Pillar 1: Communicate](https://corerewards.com/resources/winning-the-counter-how-to-earn-your-channel-partners-recommendation#pillar-1-communicate) 3. [Pillar 2: Promote](https://corerewards.com/resources/winning-the-counter-how-to-earn-your-channel-partners-recommendation#pillar-2-promote) 4. [Pillar 3: Support](https://corerewards.com/resources/winning-the-counter-how-to-earn-your-channel-partners-recommendation#pillar-3-support) 5. [Pillar 4: Recognize](https://corerewards.com/resources/winning-the-counter-how-to-earn-your-channel-partners-recommendation#pillar-4-recognize) 6. [Proof: An Electrical Supplier](https://corerewards.com/resources/winning-the-counter-how-to-earn-your-channel-partners-recommendation#proof-an-electrical-supplier) 7. [Common Questions](https://corerewards.com/resources/winning-the-counter-how-to-earn-your-channel-partners-recommendation#common-questions) 8. [Next Step](https://corerewards.com/resources/winning-the-counter-how-to-earn-your-channel-partners-recommendation#next-step) ## The Short Version | Pillar | What it means | Start here | | --- | --- | --- | | **Communicate** | One easy place to reach and hear from partners | Pick the channels: email and the program platform | | **Promote** | Offers configured and marketed from one platform | Set individual goals from each seller's baseline | | **Support** | Strategists and service behind the program | Assign an account manager and a support path | | **Recognize** | Appreciation delivered in the moment | Equip channel leaders with spot recognition |   ## Pillar 1: Communicate ![Man receiving an email notification on phone](https://corerewards.com/hs-fs/hubfs/AdobeStock_509058265.jpeg?width=5472&height=3648&name=AdobeStock_509058265.jpeg) **Make it a conversation.** Partners should be able to hear from you and respond in the same place, through email and inside the program platform. **Target the message.** Send the right incentive to the right partner instead of one blast to everyone. **Teach as you talk.** Quizzes, videos, and webinars build product and application knowledge, and a weekly "Question of the Week" rewards partners for learning about target products. ## Pillar 2: Promote **Configure and launch in one place.** Build the offer, choose the audience, and market it from the same platform, without weeks of coordination. **Give every seller a fitting goal.** Set each target from the seller's own baseline sales. Higher-volume sellers and lower-volume sellers have their own number to work towards and reach new sales growth. **Reward the steps before the sale.** Points can be rewarded for training, promotion engagement, and incremental sales on the target line, so partners earn along the way. ## Pillar 3: Support **Strategy first.** A team of strategists builds the program around your business objectives and stays involved after launch. [Explore actionable ideas and strategies that can help your channel partner program thrive.](https://corerewards.com/resources/virtual-channel-engagement) **Service that scales.** That includes dedicated account management, participant support by call center, email, or online chat, and custom FAQ resources inside the platform. **Multilingual by design.** Programs can run in English, French, and Spanish. ## Pillar 4: Recognize ![Image\_ScratchOffCard\_Handoff\_604x324](https://corerewards.com/hs-fs/hubfs/Image_ScratchOffCard_Handoff_604x324.jpg?width=604&height=324&name=Image_ScratchOffCard_Handoff_604x324.jpg) **Appreciate on the spot.** Spot recognition scratch-off cards let channel leaders thank a partner the day something good happens, without waiting for a quarter-end payout. **Let people choose.** In a points program, each participant picks their own reward from 70,000+ merchandise, travel, and experiential options, fulfilled in-house. **Offer brands people want.** Popular choices include Yeti, TaylorMade, Apple, Dyson, Milwaukee, and Weber. When branded promotional products were offered, about 35% of redemptions went toward them.   ## Proof: An Electrical Supplier ### The challenge The supplier wanted to lift sales of an underperforming product line and build brand awareness across its channel. Marketing budget was limited, so any promotion had to fund itself through increased profit. ### The approach Core Rewards designed a point-based program for inside and counter salespeople, with an online portal and rewards catalog, individual goals from prior-year baselines, a launch campaign, ongoing educational outreach by email and in the platform, and a "Question of the Week." ### The results   | Result | Outcome | | --- | --- | | Salespeople who chose to participate | 3,337 | | Year-over-year sales growth in the participating group | 24% | | Return on total program cost | 61:1 | ## Common Questions ### Why do partners ignore incentive programs? There are too many of them. Research from the Incentive Research Foundation, [*Using Incentives to Drive Pipeline* (2026)](https://theirf.org/news/irf-releases-research-on-channel-incentives-driving-pipeline/), found that partners often navigate 10 to 50 programs and actively participate in about half. It also found that top programs put 40 to 50 percent of their budget toward pre-sale actions such as training and deal registration. ### How do you measure return? Start from a baseline, such as prior-year sales of the target products, and reward growth above it. Return is then incremental sales and profit compared with total program cost. Baseline and follow-up surveys, platform and email usage, fulfillment statistics, and real-time dashboards help you track it as the program runs. ### Will it work with our systems? The platform supports REST API and SFTP integrations, plus single sign-on with user provisioning via SAML. Strategists can also work with your internal data teams or third-party vendors to bring in sales, user account, and training data.   Next Step Tell Core Rewards which products, partners, and behaviors matter most to your channel, and the team will help you design a program that fits. [Schedule a meeting with an expert](https://corerewards.com/contact)   **Sources** - [Channel Sales Incentive Program | Core Rewards](https://corerewards.com/channel-sales-engagement) - [Incentive Research Foundation, Using Incentives to Drive Pipeline (2026)](https://theirf.org/news/irf-releases-research-on-channel-incentives-driving-pipeline/) #### COMMENTS ## RELATED ARTICLES [View All](https://corerewards.com/resources) ### [11 min read Channel Sales: What it is and How it Works Channel sales is the practice of selling a company’s products or services through third parties, such as distributors, ... Start Reading](https://corerewards.com/resources/channel-sales-what-it-is-and-how-it-works) ### [6 min read Channel Engagement: Strategies for Success Dealers, resellers, wholesalers, and distributors are more dispersed than ever - engaging and motivating your channel partners ... Start Reading](https://corerewards.com/resources/virtual-channel-engagement) ### [6 min read 5 Steps to Create a Great Channel Partner Experience (CPX) Channel Partner Experience (also known as CPX) is defined by each and every interaction your channel partner has with your ... Start Reading](https://corerewards.com/resources/what-is-channel-partner-experience-cpx) [![logo\_text\_Core Rewards](https://corerewards.com/hs-fs/hubfs/logo_text_Core%20Rewards.png?width=195&height=22&name=logo_text_Core%20Rewards.png)](https://corerewards.com/) We bring exceptional value to our clients through the design, operation, and fulfillment of innovative incentive, rewards, and recognition programs. [Connect with us on LinkedIn](https://www.linkedin.com/company/corerewards) © 2022 Core Rewards. All rights reserved. - [Home](https://corerewards.com) - [Solutions](https://corerewards.com/solutions) - [Resources](https://corerewards.com/resources) ```json { "@context" : "http://schema.org", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "United States", "addressLocality" : "Peachtree Corners", "addressRegion" : "Georgia", "postalCode" : "30092", "streetAddress" : "5185 Peachtree Parkway" }, "email" : "hello@corerewards.com", "knowsLanguage" : "en", "logo" : { "@type" : "ImageObject", "url" : "https://fs.hubspotusercontent00.net/hubfs/21610357/Core%20Rewards%20Logo-Head%20100px.svg" }, "name" : "Core Rewards", "url" : "https://corerewards.com/resources/winning-the-counter-how-to-earn-your-channel-partners-recommendation" } ``` ```json { "@context" : "http://schema.org", "@type" : "BlogPosting", "abstract" : "Your channel partners also sell your competitors’ products. Learn the 4 pillars of channel partner engagement that earn the recommendation at the counter.", "author" : { "@type" : "Person", "name" : "Chase Flowers" }, "dateModified" : "November 5, 2026 9 PM", "datePublished" : "November 5, 2026 8 PM", "headline" : "Winning the Counter: How to Earn Your Channel Partners' Recommendation", "image" : "https://21610357.fs1.hubspotusercontent-na1.net/hubfs/21610357/AdobeStock_509058265.jpeg", "inLanguage" : "en", "keywords" : "[]", "mainEntityOfPage" : { "@type" : "WebPage" }, "name" : "Winning the Counter: How to Earn Your Channel Partners' Recommendation", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://fs.hubspotusercontent00.net/hubfs/21610357/Core%20Rewards%20Logo-Head%20100px.svg" }, "name" : "Core Rewards" }, "text" : "Your channel partners decide whether your product gets recommended at the counter. They also sell your competitors' products, and they do not report to you. Channel partner engagement is how you earn that recommendation. Core Rewards defines it like this: Easily communicate to and engage with your channel network. Configure and market promotions easily within our engagement platform. Receive support by our team of strategists. Enable channel leaders to show their appreciation, on the spot, with spot recognition scratch-off cards. Drive customer satisfaction, profitability and revenue by transforming the way your channel partners connect with you. In this article The Short Version Pillar 1: Communicate Pillar 2: Promote Pillar 3: Support Pillar 4: Recognize Proof: An Electrical Supplier Common Questions Next Step The Short Version Pillar What it means Start here Communicate One easy place to reach and hear from partners Pick the channels: email and the program platform Promote Offers configured and marketed from one platform Set individual goals from each seller's baseline Support Strategists and service behind the program Assign an account manager and a support path Recognize Appreciation delivered in the moment Equip channel leaders with spot recognition Pillar 1: Communicate Make it a conversation. Partners should be able to hear from you and respond in the same place, through email and inside the program platform. Target the message. Send the right incentive to the right partner instead of one blast to everyone. Teach as you talk. Quizzes, videos, and webinars build product and application knowledge, and a weekly \"Question of the Week\" rewards partners for learning about target products. Pillar 2: Promote Configure and launch in one place. Build the offer, choose the audience, and market it from the same platform, without weeks of coordination. Give every seller a fitting goal. Set each target from the seller's own baseline sales. Higher-volume sellers and lower-volume sellers have their own number to work towards and reach new sales growth. Reward the steps before the sale. Points can be rewarded for training, promotion engagement, and incremental sales on the target line, so partners earn along the way. Pillar 3: Support Strategy first. A team of strategists builds the program around your business objectives and stays involved after launch. Explore actionable ideas and strategies that can help your channel partner program thrive. Service that scales. That includes dedicated account management, participant support by call center, email, or online chat, and custom FAQ resources inside the platform. Multilingual by design. Programs can run in English, French, and Spanish. Pillar 4: Recognize Appreciate on the spot. Spot recognition scratch-off cards let channel leaders thank a partner the day something good happens, without waiting for a quarter-end payout. Let people choose. In a points program, each participant picks their own reward from 70,000+ merchandise, travel, and experiential options, fulfilled in-house. Offer brands people want. Popular choices include Yeti, TaylorMade, Apple, Dyson, Milwaukee, and Weber. When branded promotional products were offered, about 35% of redemptions went toward them. Proof: An Electrical Supplier The challenge The supplier wanted to lift sales of an underperforming product line and build brand awareness across its channel. Marketing budget was limited, so any promotion had to fund itself through increased profit. The approach Core Rewards designed a point-based program for inside and counter salespeople, with an online portal and rewards catalog, individual goals from prior-year baselines, a launch campaign, ongoing educational outreach by email and in the platform, and a \"Question of the Week.\" The results Result Outcome Salespeople who chose to participate 3,337 Year-over-year sales growth in the participating group 24% Return on total program cost 61:1 Common Questions Why do partners ignore incentive programs? There are too many of them. Research from the Incentive Research Foundation, Using Incentives to Drive Pipeline (2026), found that partners often navigate 10 to 50 programs and actively participate in about half. It also found that top programs put 40 to 50 percent of their budget toward pre-sale actions such as training and deal registration. How do you measure return? Start from a baseline, such as prior-year sales of the target products, and reward growth above it. Return is then incremental sales and profit compared with total program cost. Baseline and follow-up surveys, platform and email usage, fulfillment statistics, and real-time dashboards help you track it as the program runs. Will it work with our systems? The platform supports REST API and SFTP integrations, plus single sign-on with user provisioning via SAML. Strategists can also work with your internal data teams or third-party vendors to bring in sales, user account, and training data. Next Step Tell Core Rewards which products, partners, and behaviors matter most to your channel, and the team will help you design a program that fits. Schedule a meeting with an expert Sources Channel Sales Incentive Program | Core Rewards Incentive Research Foundation, Using Incentives to Drive Pipeline (2026)", "url" : "https://corerewards.com/resources/winning-the-counter-how-to-earn-your-channel-partners-recommendation", "wordCount" : "1594" } ``` ```json { "@context" : "https://schema.org", "@type" : "FAQPage", "mainEntity" : [ { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "There are too many of them. Research from the Incentive Research Foundation, Using Incentives to Drive Pipeline (2026), found that partners often navigate 10 to 50 programs and actively participate in about half. It also found that top programs put 40 to 50 percent of their budget toward pre-sale actions such as training and deal registration." }, "name" : "Why do partners ignore incentive programs?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Start from a baseline, such as prior-year sales of the target products, and reward growth above it. Return is then incremental sales and profit compared with total program cost. Baseline and follow-up surveys, platform and email usage, fulfillment statistics, and real-time dashboards help you track it as the program runs." }, "name" : "How do you measure return?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "The platform supports REST API and SFTP integrations, plus single sign-on with user provisioning via SAML. Strategists can also work with your internal data teams or third-party vendors to bring in sales, user account, and training data." }, "name" : "Will it work with our systems?" } ] } ```