Create A World-Class Third-Party Selling Program

By: Robert Diamond Sep. 06, 2018

OWINGS MILLS, Md., Sept. 6, 2018 /PRNewswire/ In MAKING CHANNEL SALES WORK: Ten Tools To Create A World-Class Third-Party Selling Program, Sandler sales trainers Marcus Cauchi and David Davies provide principles and tools that enable channel sales managers to build and nurture winning relationships with value-added resellers, systems integrators, distributors and franchisees. The key is in recognizing that channel sales is a partnership that requires mutual trust and understanding in order to succeed. "A partner-centric approach respects your partners as equals and understands that they are your extended sales force," say the authors.

Channel managers need to help their partners at each stage of the selling process and provide suitable tools and expertise to help their partners' salespeople maximize results and minimize risk.

Channel managers need to provide potential partners with simple and compelling responses to the following questions:

Why will the product or service perform better than those of other vendors?
How will the product or service resonate with their existing customers?
How will the partnership help them achieve their business objectives?

Identifying the right partners is critical. Most partnerships fail because of a lack of due diligence. The channel sales manager needs to invest time and resources in making these choices. "Just as a good marriage depends on trust and shared values, so does a long-lived, successful channel partnership. As a channel manager, you have limited time and want to invest your energy and scarce resources on winners," say Cauchi and Davies.

MAKING CHANNEL SALES WORK provides tools and strategies for establishing and maintaining a successful partner relationship. Examples include:

Client-Centric Satisfaction Tool Provides insights into the channel partner's critical success factors.

Pursuit Navigator Work together with partners to create a profile of the ideal strategic prospect.

KARE Account Planning Tool Categorize accounts into specific characteristics and group them for marketing purposes.

Growth Account Booster Provide clear visibility of the five-year potential within each account.

Quarterly Value Review Tool Create a high-level strategic forum in which you can review your performance in delivering value in partnership.

Packed with well-designed tools, checklists, and questionnaires, MAKING CHANNEL SALES WORK simplifies the complexity of channel sales and enables channel sales managers to achieve superior results for themselves and their companies.

For more information, please visit: https://www.sandler.com/resources/sandler-books/channel-sales.

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