Creating the appropriate Channel Strategy is the key to success as developing the sales channel is one of the most important activities a company can undertake. It is expensive, takes a lot of time and relates directly to revenue generation. Also, it sets overall expectations including corporate image from an external perspective.

The channel strategy depicts the best way to promote, distribute and sell products or services.

The channel development plan describes what will be done in conjunction with the channel strategy which describes how it will be accomplished.

Key Benefits

• Channel expertise
• Dedicated resources
• Targeted strategies
• Extension of your sales force

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Capabilities

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.

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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 way to promote, distribute products or services
• Positioning within the market
• Differentiation from competitors
• Layout an implementation plan
• Implement the plan

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Negotiation expertise

• Perform discovery
• Develop the relationship
• Negotiate the T's and C's (terms and conditions)