In order to have a healthy, sustainable business model, we all need to grow revenue and reduce costs. How important is channel engagement to achieving these goals?
If your company's go-to-market strategy is through an indirect sales channel, keeping your entire channel engaged is critical when it comes to driving sales and increasing revenue for your company. So, this begs the question: what are the most effective ways to engage your sales channel?
The 6 Reasons That Front Line Sales People Sell continues to be my company's most widely downloaded e-book. It outlines our research findings of the six reasons sales people move your product. (A bit of context on the book: Since we were building from scratch way back in 2008 when our company was founded, it made sense to me that we would interview as many potential users as possible so we could have a blue sky outlook of what we should build. Along the way, I really wanted to know what made sales associates show one brand over another and the result is the above e-book.)
But back to channel engagement.
The challenge is often that not all of these driving factors fall under your personal control in your role, and yet for continued growth you need to be working to increase the level of engagement from the top of your channel to the bottom. Things that are in most cases out of your control are things like quality of your product, consumer-level brand awareness, and retail price point.