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) |
...............................................................................................................................
Channel selection
| • Determine appropriate channel type |
| • Identify and interview candidates, local, regional, national, international |
| • Identify strengths & weaknesses |
...............................................................................................................................
Channel strategy
| • Determine best vehicles to promote, distribute products or services |
| • Layout an implementation plan |
| • Execute the plan |
...............................................................................................................................
Negotiation expertise
| • Perform discovery process |
| • Develop key relationships with decision makers |
| • Negotiate the T's and C's (terms and conditions) |