Developing the sales channel is one of the most important activities a company can undertake. It is expensive, takes a lot of time to establish and relates directly to revenue generation. Also, it sets overall expectations including corporate image from an external perspective.
• Channel expertise |
• Dedicated resources |
• Extending your sales force |
• Targeted strategies |
There are many different types of sales channels, direct, indirect, retail,
etc.
Success is determined by two factors: what type of channel and who is
working in it.
Channel type
• Direct |
• Indirect (resellers: VAR, 1-Tier, 2-Tier distributors, retail) |
• OEM (original equipment manufacturer) |
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Channel selection
• Determine appropriate channel type |
• Identify and interview candidates, local, regional, national, international |
• Identify strengths & weaknesses |
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Channel strategy
• Determine best vehicles to promote, distribute products or services |
• Layout an implementation plan |
• Execute the plan |
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Negotiation expertise
• Perform discovery process |
• Develop key relationships with decision makers |
• Negotiate the T's and C's (terms and conditions) |