Mike Collins' Unrelenting Journey: Strategies for Expanding a Profitable Reseller Business
SpotOn Reseller Channel Praises CEO Mike Collins forhis Responsive and Helpful Leadership
In the realm of SpotOn resellers, the term most frequently used to describe Mike Collins, the creator and head of the SpotOn reseller channel, is "responsive." Followed closely by "helpful." According to these resellers, Mike's cell phone number is a valuable asset, as he typically responds within minutes, regardless of the day or time.
The 2024 SpotOn reseller conference held in Denver, Colorado, supported this sentiment. With over a hundred resellers in attendance, it was clear that Mike's energetic, intelligent, and responsive leadership style is well-regarded. This assessment was not just the opinion of an outsider either; the speaker is an equity partner in the hospitality tech reseller, RBBT Tech in Dallas, and their team sells SpotOn technologies, with the brand quickly becoming their number one product.
During the conference, a one-on-one interview with Mike provided further insight into his background and the factors that drive a successful reseller channel.
At the core of Mike's philosophy is his identity as a sales professional. "I'm a sales guy, through and through," he stated. "That's who I am. That's what I've done."
Initially, Mike began his sales career in the website design world with Web.com, but his focus was on the payment side of the business. Partnering with companies like Discover, First Data, and others opened his eyes to the potential of indirect sales channels and reseller relationships. Such partnerships proved crucial in his future endeavors.
After exiting Web.com post its successful IPO, Mike founded his own Independent Sales Organization (ISO), growing it into a 200-person, 7-office operation that made up to 500 deals per month at its peak.
His experiences at major players like Heartland and TYSIS showed him the importance of resellers in driving growth, solidifying his belief that they deserve the investment and respect they need to thrive.
Building the reseller channel at SpotOn has been a central focus since he joined the company's executive team. His approach? Treat resellers like family by offering unbeatable support.
"Myself, everyone on our team - we pepper the hell out of our partners with SpotOn," Mike said. "I want them dreaming about SpotOn."
SpotOn's onboarding process for new resellers is high-touch and meticulous, investing significant time and resources to equip new partners for success. This dedication to education and support continues far beyond the initial training phase, with ongoing access to dedicated channel account managers, weekly training calls, Slack communities, and partner events.
Resellers appreciating this level of support have reported industry-leading satisfaction, engagement, and success rates. Long-term, mutually-beneficial relationships are the norm, not the exception.
In a world where caring about the success of resellers can be an afterthought, Mike emphasizes its importance. "If you are just attempting to use the reseller channel to jump yourself ahead, and then you can't just use people, you have to be invested in their success, not just your own."
For companies looking to emulate SpotOn's success with their reseller channel, Mike offers one piece of foundational advice: Treat your partners with care and prioritize their success as if they are part of your own family.
The Mike Collins Unstoppable Reseller Network Playbook
Over the past five years, SpotOn's reseller channel has grown to include over 150 resellers, with a 50% annual revenue growth rate and 60 full-time employees dedicated to channel success. To create a successful reseller network, the following components are essential:
- Focus on Relationship Building: Develop genuine relationships with partners, ensure personal commitment and accessibility, and establish trust, mutual respect, and friendship.
- Comprehensive Training: Provide extensive training to partners in sales strategies and technical aspects, while continuously supporting and educating them to keep them well-equipped.
- Responsive Support: Offer prompt support to address partners' needs and maintain open lines of communication, including direct access to key personnel.
- Adaptive Compensation Model: Develop a fair and lucrative compensation model that rewards both the company and its partners, while offering flexibility to cater to different partner needs and market dynamics.
- Maintain Constant Engagement: Keep the product and company top of mind for partners through regular updates, communications, and personal interactions.
- Foster a Sense of Community: Create opportunities for partners to interact, learn from each other, and build a stronger community through programs and events.
- Invest in Partners' Success: Pursue long-term relationships where everyone benefits, showing genuine interest and commitment to partners' growth and success. Offer tailored solutions to meet each partner's unique needs, ensuring their long-term success.
- Offer High-Quality Products: Ensure that the product offered is competitive, reliable, and meets market needs, and continuously improve and update it based on feedback and industry trends.
- Creative Solution Offering: Be flexible and creative in solving partners' challenges and obstacles, while prioritizing caring for the partners, showing that they are valued and supported beyond just business transactions.
This holistic approach emphasizing relationships, support, flexibility, and mutual success is what sets SpotOn's reseller network apart in the competitive landscape.
- Mike Collins' emphasis on investment and respect for resellers extends beyond Sales, influencing areas like Finance, as he advocates for a compensation model that is fair, lucrative, and adaptive, ensuring the success of both SpotOn and its partners.
- In the realm of Technology and Lifestyle, SpotOn's reseller channel under Mike Collins' leadership prioritizes accessibility and support, evidenced by their high-touch onboarding process, weekly training calls, and Slack communities, fostering a sense of community amongst resellers and driving their success.
