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CUSTOMER SUCCESS

 

 

 

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Deepak Achar

Head of Customer Success, Merchant Cloud

The blueprint to a successful white label and reseller partnership launch

3 min read · 2024

 

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Unlock white label partnerships

As customers expect more from the companies that serve them, white label and reseller partnerships have emerged as a strategic approach for these businesses to broaden their services, boost productivity, and strengthen their market position without requiring a significant investment in new resources.



However, for businesses looking to expand their services through these types of partnerships, it can be overwhelming. There are complexities trying to find the right partner, aligning brand goals, determining scope and ensuring end customer satisfaction.



Let’s explore the steps to make the most of a partnership launch with more clarity and less stress.

 

 

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What is a white label partnership‎?

 

A white label partnership is when one company creates products or services that another company can rebrand as its own. White label partnerships can strengthen relationships with clients, help businesses gain a competitive edge and enable businesses to expand without the need to develop or maintain products and services in-house.



With a white label payment gateway partnership, financial institutions can leverage external expertise and resources while maintaining their brand identity with customers. This approach enables businesses to tailor products or services to suit their target audience. Furthermore, companies can swiftly enter new markets and enhance their product range with minimal investment, enabling them to concentrate on their core strengths. In this instance, the customers are unaware that their services are from a white label company.

 

 

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What is the difference between a white label and a reseller partnership?‎

 

Similar to white label partnerships, a reseller partnership is when one company sells products or services to its customers that it’s sourced from another business. In a reseller agreement, the company makes it known to its customers that they are using a white label company to offer these products and services.

White label reseller strategies

To kick off a white label reseller strategy, start by pinpointing pain points with your customers that could be added to your brand portfolio. To understand your opportunities, you will need to complete comprehensive market research and seek feedback from your existing customer base. From here you can uncover market opportunities and customer preferences that can be met with white label offerings.

Choosing the appropriate partner is essential for your business's success. For Merchant Cloud, we often engage with potential customers on our white label gateway several times to go over our services, how your business can grow globally and review customer integrations that might be beneficial to your business. Establishing effective communication channels and fostering a collaborative partnership based on trust and common objectives early on is very important to the long-term success of your partnership.

To be successful, you and your white label or reseller partner need to begin with open and honest discussions to align on objectives, expectations, and deliverables. Both parties should have a shared understanding of the target market, value proposition, and key performance indicators (KPIs). Clearly outline the roles and responsibilities of each partner. This includes who handles customer service, marketing, sales, and technical support. A well-defined structure helps avoid confusion and ensures smooth operations.

For many partnerships, there are opportunities to tailor your products and services to meet the needs of your customers. Because each business has its own unique requirements, the partnership you’re going into should be adaptable to your needs.



Make sure your white label partner can offer options to customize services at launch and as your partnership and market needs evolve. For real-world examples, see how Merchant Cloud's white label payment gateway clients have successfully customized their services to achieve their payment goals.

Before launch, your teams will need reliable training on selling and servicing your new products and services. Onboarding support is essential to the success of your partnership. In the business-to-business (B2B) sector in particular, personalized expertise, hands-on interactions, and timely responses in customer service are highly valued by clients.



Ensure your reseller partner has educated your team on the setup process and guided you through some of the most common questions that might arise.



In some instances, the white label partner can manage this work for you. With Merchant Cloud’s white label on behalf of servicing, Merchant Cloud provides its white label customers with a fully outsourced merchant support service which enables you to focus on your core competencies while our teams manage merchant onboarding, gateway processing support, merchant updates and account reporting and reviews.

Create a strategic marketing plan

As part of our Merchant Cloud reseller services we support our payment gateway customers in their marketing efforts. This may include a go-to-market workshop and other marketing materials that they can rebrand as their own such as:

Sales presentations

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Joint press release

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Marketing templates

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In-person conference collaboration

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Digital marketing campaigns

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As with every marketing strategy, you should monitor the launch closely, gather feedback, and optimize the campaign as necessary to ensure long-term success.

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Continue to foster your partnership

 

For continued success, remember this is a partnership and not a one-off purchase. Look at fostering a culture of collaboration and mutual respect. Celebrate successes together and address challenges with a problem-solving mindset. A strong relationship enhances trust and paves the way for long-term success.


To do this, consider establishing regular check-ins to review progress, share feedback and identify areas for improvement. Payment data analytics can help monitor KPIs and adjust strategies as needed to ensure continuous growth and success.

Deepak Achar

Head of Customer Success, Merchant Cloud

 

Deepak Achar leads our global customer success team, focusing on creating a customer centric gateway and services. With over 24 years of expertise in payments, Deepak is focused on improving the end-to-end customer journey, supporting customer go-to-market plans and ensuring customers can achieve their payment goals with Merchant Cloud.

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Deepak Achar