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| Every quarter John Henderson, President/CEO, allows a limited number of complimentary half-day consulting sessions for companies who have not used our services in the past 3 years. These half-day consulting sessions are always scheduled well in advance. To arrange a complimentary session, please call (312) 263-7888 to determine availability. |
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Lack of growth through traditional channels can occur for several reasons. Markets may have reached maturity and channels have no incentive to shift share among competing suppliers. The market may still be growing, but, in new segments, not served by the existing channel. Or, your product category may simply be unimportant to the channel.
Regardless, the best solution is often restructuring your channel compensation program. However, you may need to explore more aggressive, joint business planning with your partners, or recruit a new channel altogether.
The first element of "paying for growth" is making sure that the incremental compensation offered is sufficiently meaningful to motivate the channel partners. However, don't just give money away in the form of a big rebate-rather, put your marketing muscle to work and drag lots of leads into partners that jump on-board. The combination of leads and a small rebate should kick partners into higher gear. Also, tie the rebate into verifiably incremental growth. You don't want to pay for sales to existing customers.
Partners sell products from many suppliers. They may not realize their lack of growth in your category, or understand the steps they need to obtain growth. Your channel account managers can overcome these obstacles by engaging in joint business plans that address target customer segments, promotional campaigns, sales or technical training, etc.
Despite the best laid plans and compensation, your existing partners may just not be interested or capable in growing your business. In this case, you need to explore new channels. Look for channels that already sell other products to your target customers, and don't be afraid to consider bold alternatives such as Internet-based models, agents, integrators, etc.
What are your most challenging sales channel problems?
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| October 18 |
| Professional Sales Channel Management |
Using proven management tools, frameworks and methods to prepare channel managers to drive sales and market share through indirect sales channels.
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