How Can You Boost Your Channel Sales Result?

As a channel manager, you have two critical responsibilities: recruit the best partners and get the best out of them.

- Marcus Cauchi And David Davies

That is it. That is the sum total of your job. If your partner programme is failing, then it is probably your fault. Take a good, hard look in the mirror. What did you do wrong? Did you recruit the right partners? Did you establish a clear, specific, and certain upfront contract with the executive leadership team of your partners regarding boundaries, expectations, and escalation? Did you take your partners through a measurable, behaviour-based 120-day onboarding plan? Are you training your partners how to sell as if they are your own?

Channel sales management is tough. Other people decide who is on your sales team, determine their compensation plan, and manage them day to day. The currencies of channel sales management are trust and influence. These are earned and not easily given.

Stop making your life tougher than it needs to be

You can only control your own behaviour. You can choose which partners you recruit. You can establish clear ground rules and boundaries to what is expected and what is and is not acceptable. You can get to an agreement to train your partners to sell or leave them to their own devices and just feed them with product knowledge. You can put in place the tools, systems, and means of measurement that drive sales. You can walk away from bad partnerships.

Rule: never compromise on recruitment. Better no breath than bad breath

Make sure your partners are easy to do business with. Make sure you have access to the executive management of your partners on a regular and direct basis, so you can discuss progress openly and honestly. Did you go on a land grab and just sign up anyone who is willing to put your product range into their portfolio? What did you do to establish if they were committed to selling your products over those of your competitors?

TIP