If your company manufactures a product or service, how can you get it into the consumer’s hands as quickly and inexpensively as possible? You could invest in an in-house sales and marketing team, but that solution might be difficult to develop and scale, especially if you’re breaking into a new market.
Instead, many organizations opt for channel partners, or third-party companies that sell products and services on behalf of the original vendor.
Channel sales can come in many varieties and setups. Some of the most common include:
Other versions of channel sales are IT consultants and Managed Service Providers. There is no “one size fits all” solution to channel sales, so don’t be afraid to go through your options carefully.
There are several benefits for a manufacturer deciding to adopt an indirect sales channel with partnerships:
However, not all channel sales initiatives are successful. One of the most common reasons for a partnership program to fail is a lack of channel sales training.
Channel partner sales training is a necessary part of any indirect sales initiative. As the manufacturer of the product or service, your business knows exactly what the features are, how they can help the customer, and what the best ways are to market the product.
Channel sales training aims to provide partners with the information and resources they need to sell effectively. It also gives the manufacturer a chance to align the goals of the sales funnel with its own key performance indicators (KPIs).
Examples of topics for such a training course would include:
Partner IT training does not have to be expensive to implement. Many technologies, including the internet, enable companies of all sizes to deliver customer education content efficiently.
Channel partner training with a learning management system (LMS) is becoming the standard in business-grade education. Online training specifically engages your partners with your business while minimizing costs.
Because all coursework is available online, partners can access the material from any location and at any time. As a result, there is no need for physical meetings.