The Art of Channel Management – Partnering

By evaluativeideas

This piece is going to be a bit fluffy and general but it’s meaning in most cases is truly lost. What does “the indirect sales channel” mean to you and your company? A quick, crude definition to “the indirect sales channel” is an alternate means to provide your companies products and services to prospective customers that you typically “would not” have immediate sales access to or with. In basic terms this is partnering at its most rudimentary level. Partnering is another word that is used loosely and thrown all over the place in meetings, business deals, life. My most important “partner” in my life, is my wife. I share everything with her, all my ambitions, my failures, my goals, my achievements. We discuss important family business and make mutual decisions. Bottom line is we have “trust”. Trust is the most important piece to any “partnership”. So why do so many partnerships fail? Most lack good communication, honesty, solid morals, and a plan. They lack trust. These are the most important features in building a sound, long term trust partnership. Applying these basic principles will strengthen your relationships with your partners and will allow to assemble a solid “indirect sales channel”. I know this all sounds so wishy washy but in your next attempt to partner with another company with the purpose of exchanging leads, sales opportunities, referrals, etc…apply the theory of “trust partnership”. Include in your dialog with your potential partner – trust, value, communication…I guarantee you they will listen. Good luck and good selling!