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3 Ways to Increase Sales through Channel Partners

By Joane Ramsey

Does your sales team view their Channel Partners like a customer or an additional sales outlet? Do they have target goals? Do you have your Channel Partner's mind share to be their preferred partner? In this video, Joane Ramsey shares three strategies to increase sales through your Channel Partners.

00:01 So often when I'm working with organizations that work through sales Channel Partners, the challenge that they have is the salespeople see the Channel Partner as a customer versus seeing them as a sales outlet. This is typically the result of a lack of a well thought out strategy for Channel Partners that goes beyond just the structures and the processes in place, but really thinks about how salespeople should handle Channel Partners.

00:41 Today I would like to talk about three different tips that can be useful to people working with Channel Partners to help them really get their sales force to increase sales.

One of the main things we see is developing a common language between the salespeople that are managing the Channel Partners and the Channel Partner. I see this as a really good way to get salespeople to be able to engage and help the Channel Partner's salespeople increase their sales. At the end of the day, the bottom line is they all want to increase sales.

01:15 A second point is shifting from seeing the Channel Partner as a customer to really seeing them as a sales outlet, and that's a shift in mindset. So in order to achieve that, when we've worked with organizations, one of the suggestions we make is to actually get target goals set for the salespeople in terms of sales increase that they will see coming from the Channel Partners.

01:48 So there is actually an outcome that is going to come out of working with the Channel Partner and the results that they need to accomplish. And also give them the skills to manage that relationship, help them understand how to actually achieve those results when they're working with somebody that is not technically employed by their organization.

02:14 The third tip is getting the Channel Partner's mind share. A lot of my clients will say, "Well how do I do that?" It's not as difficult as it sounds, but it really boils down to educating your Channel Partners on your products and offerings, and providing them with a customer experience that they will not find in their competitors.

We all understand that channel partners may be representing more than just your line, so focus on becoming the preferred line, the go to line, and the one that they always think of first because of the products and offerings you have and the excellent customer service you provide.

02:44 In summary, I think it's very important to establish a well thought out sales partner strategy that takes into consideration what needs to happen with the salespeople and how to help your sales team work through the Channel Partners to achieve an increase in sales and profitability for your organization.

Published: October 27, 2020

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Joane Ramsey

Senior Performance Improvement Consultant

A native of Brazil, Joane first came to the U.S. as a foreign exchange student with AFS. She returned to Brazil where she successfully ran and sold two different businesses. Returning to the US in 1992, Joane put her business ownership experience to work with a small manufacturing company running the day-to-day operations and facilitating sales with South American companies. She joined SEG in 1999, where her experience has helped her clients get the results they desired. Joane has a B.S. degree in business management from North Central College, where she majored in international business and Spanish.

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