In partnerships, a successful certification program can be a powerful tool for expanding a company’s reach and building partner loyalty. But if you’re not careful, you could create a program that partners dread instead of one they want to participate in.
Achieving partner buy-in and participation in certification programs can be difficult. To succeed, your certification course must provide value to partners and offer incentives worth their time and effort. In this blog post, we’ll explore the ins and outs of the certification process and some tips for building a certification program that partners actually want.
What to expect:
• Types of certification programs
• Why is certification important?
• Companies that offer certification programs and courses
• Best practices to build an effective certification program
• BD Paths’ Takeaway
Types of Certificate Programs
1. Technical certifications
This assesses your ability to sell and support your products. It covers everything from computer programming to customer support. However, remember that technical certifications can sometimes be specific to a certain brand or product.
Technical certification is continuing education, and learners must regularly renew their certification in order to maintain their status. While this is not required for all partners, it is highly recommended for those who wish to provide superior support to their customers.
Where to get one:
• CompTIA
• Cisco Certified Technician (CCT)
2. Professional certifications
This type of certification is granted by a professional body to an individual who has met their standards for competence and expertise in a particular field. This certification requires an individual to complete a certain amount of education programs and training sessions.
A professional certificate improves an individual’s career path, prospects, and earnings potential, allowing them to work in certain regulated industries.
Where to get one:
• Project Management Institute (PMI)
• Professional in Human Resources (PHR)
3. Solution certifications
Solution certification ensures that a company is capable of delivering a complete solution to its customers, and it’s often seen as a mark of quality. As such, it’s no surprise that many companies place a high value on solution certification when choosing a partner.
These programs usually require partners the completion of training programs and pass certification exams that test their knowledge of your solution.
Where to get one:
4. Sales certifications
Closing a deal requires more than just a pretty smile and fast talk. It takes hard work, dedication, and a thorough understanding of the product. That’s why many companies require their sales staff to obtain sales certification. It assesses a partner’s ability to sell your products and solutions.
The process typically involves taking a series of courses covering product knowledge, customer service, and sales techniques. Sales certification can be a valuable asset for anyone looking to start or further their career in sales.
Where to get one:
• Certified Inside Sales Professional (CISP)
• The Certified Professional Sales Person (CPSP)
• Udemy
5. Consulting services certifications
A vast majority of businesses today are small businesses, and consulting services are a key area of expertise for many of them. They need consultants who can help them with a wide range of tasks, from digital marketing and advertising to human resources and project management.
This type of certification assesses a partner’s ability to sell and deliver your consulting services. It can also make it easier for consultants to find new clients, as businesses are often willing to pay more for services provided by certified consultants.
Where to get one:
• Certified Management Consultant (CMC)
Why is certification important?
It’s not enough to just be good at your job – you also need to have the right credentials. If you want to get ahead, employers are increasingly looking for employees who are certified in their partners’ software and whose knowledge and skills extend beyond just the basics.
It shows potential partners or customers that you have the skills they are looking for.
Don’t just show up and hope for the best! With so many potential candidates vying for the same opportunity, you need to find a way to stand out from the crowd. One way to set yourself apart from the competition is to pursue certification in your field. By taking the time to get certified in your chosen field, you’re sending a clear message to potential opportunities: you have the skills they need.
Partners, customers, and employers recognize the value of certification and are likely to invest in their company’s skillset development. Certification can be the difference between getting your dream opportunity and being stuck in a dead-end position, lost in the noise. So if you’re looking to get ahead, getting certified in your partners’ software is a great place to start.
It can help you land a higher-paying opportunity.
In today’s market, it’s not enough to simply have the skills required for an opportunity. With hundreds of others vying for every open opportunity, we are always looking for any way to narrow down the pool of applicants. One way to do this is by requiring certification.
While this may seem like an unnecessary expense or time investment, the truth is that certification can help you land higher-value opportunities. By demonstrating your commitment to your chosen field and displaying evidence of your skills, you’ll be able to set yourself apart from the others that chose to remain generic in their skillset.
In addition, certification can also help you network with other professionals in your field. When you’re able to show that you’re a credible source of information, you’ll be more likely to forge lasting relationships with other experienced professionals.
It demonstrates your commitment to lifelong learning.
Certification may seem like a time-consuming and expensive endeavor, but it’s actually an investment in you and your company’s future. Demonstrating your commitment to lifelong learning shows that you’re willing to invest in the partnerships you have.
In today’s ever-changing B2B world, that’s an important quality to have. So if you’re looking to make partnership progress or simply want to be seen as a top potential partner, earning certification is a wise choice. Companies often view certification as evidence of your competence and motivation, and it can help you stand out from others.
Best practices to build an effective certification program:
Tip #1: Make the certification process easy to understand and navigate.
Anyone who has ever attempted to get a driver’s license knows that the process can be confusing, frustrating, and time-consuming – nobody enjoys getting certified through the government. The same is often true for certification programs. Applicants may jump through hoops only to be told they don’t meet the requirements. That’s why making the certification process easy to understand and navigate is necessary.
Partners will quickly become frustrated and give up if your certification process is confusing or difficult to complete. They should be able to find clear and concise information about the requirements and the steps involved in the process. Use clear language in all communications, and provide step-by-step instructions on how to complete the certification courses.
As much as possible, make it straightforward and user-friendly. Ensure your program is easy to understand from beginning to end.
Tip #2: Offer an extensive exam library with questions relevant to your partners’ business needs.
Exam libraries are often extensive but not always relevant to partners’ business needs. That’s why the best certification programs offer an extensive exam library with questions that are truly relevant to partners’ businesses. This way, they can ensure they’re being tested on the topics that matter most to them.
By offering an extensive exam library, certification programs can show their commitment to keeping partners up-to-date on the latest changes in their field. Partners can be assured that they’re always learning new information and that their certification is always current. They can feel confident that they’re prepared to handle the real-world challenges they’ll face in their businesses.
In addition, post-completion education can help to encourage lifelong learning and sharpen your partners’ skills. By offering both an extensive exam library and valuable information after dripping across time, you’ll be well on your way to building an effective certification program.
Tip #3: Reward certified partners with exclusive benefits and recognition.
Customers are always looking for assurance that they’re working with knowledgeable and reputable businesses. Establishing a certification program can offer that assurance to potential customers and earn their trust. However, simply having a certification program is not enough.
To truly reap the benefits of certification, you need to make sure that your certified partners are properly rewarded. Exclusive benefits and recognition are key ingredients in keeping partners motivated to maintain their certification. These perks help to strengthen the bond between partners and build loyalty to your brand.
By providing certified partners with a tangible benefit, you make it more likely that they will actively promote your program to other potential partners. So if you’re looking to get the most out of your certification program, don’t forget to show your appreciation for your certified partners.
BD Paths’ Takeaway
In offering certification courses and programs to your partners, it is important to understand the best practices for building an effective program. Certifications can be a valuable way to differentiate your company and its products, but only if they are seen as important by the partners you hope will offer them.
If you’re thinking about building a certification program, or are in the process of doing so, make sure you follow best practices. And if you need help getting started, we at BD Paths offer consultation services to help organizations create and implement their own certification programs.