Many companies offer certifications to their partners and clients but don’t see a lot of certifications awarded.
Ever wonder why that is and what steps you can take to improve it?
We hear this often. Many organizations face this issue. We sometimes call this the Build it and they will Come fallacy. Simply by providing training (and certification) content does not guarantee adoption or buy in from users.
Impact – Why it matters.
Before we tell you the steps to take, it is important to be clear on what the impact of not completing certification is to your business…and also to your partners. For example:
1. Reduced quality of service and support
- Certifications validate a partner’s expertise and understanding of a company’s offerings.
- Lack of certification may indicate insufficient knowledge or skill in product features, sales techniques, or support protocols.
- This can lead to inconsistent service delivery and difficulties in troubleshooting issues, impacting customer experience and potentially increasing customer support costs.
2. Damage to brand reputation and diminished customer trust
- Certified partners can enhance a brand’s credibility and reliability, fostering customer confidence.
- Uncertified or inadequately trained partners, especially those providing technical support or implementation services, may damage the company’s reputation and erode customer trust.
3. Financial losses and limited growth
- Poorly equipped partners may struggle to effectively communicate product benefits, address customer concerns, and close sales, potentially limiting revenue growth.
- Inadequate service or support can lead to customer churn and missed opportunities for upselling or expansion.
4. Operational inefficiencies and legal risks
- Uncertified partners might be unable to properly implement solutions or meet quality standards, leading to project delays and rework, according to Evident ID.
- In some industries, certifications are mandated by regulations, and a lack of compliance can lead to fines, sanctions, or even business suspension, notes TalentGuard.
5. Weakened partner relationships and competitive disadvantage
- Partners are more likely to stay with a company that invests in their growth and success through certifications and training.
- Without certifications, partners may feel less engaged and loyal, potentially impacting the strength and longevity of the partnership.
- Companies with a network of certified partners often have a competitive advantage in the marketplace due to their perceived reliability and expertise.