By Dede Haas, DLH Services, LLC
Let´s start at the very beginning
A very good place to start
When you read you begin with A-be-see
When you sing you begin with do-re-mi[i]
And if you want to sell through the channel, you begin with a pre-departure checklist. I know it sounds tedious, but it’s not a waste of time. In fact, you may get to know your company better by going through this assessment.
You’ve heard the buzz around selling through the channel and how it’s something all companies should do. And perhaps you’re thinking, “Maybe I should jump into this channel selling thing.” But should you? Developing a sales channel program; recruiting and managing partners; supporting partner marketing, sales, technical teams, and initiatives takes up a lot of time and resources. Can your company set up, maintain, and afford a channel? Don’t get me wrong, channels are a great way to increase revenue and build a business — for you and your partners. But as the saying goes, “Be prepared.”
Whether you are a startup, SMB, or large-scale company contemplating starting a new program or revising an existing one, it is best to assess first. Following are 13 points to ponder.
Now that you’ve gone through the checklist, take a hard and honest look at your answers and listen to what they are telling you. A good next step is to talk to others in the channel – SMEs, vendors, partners — about their experiences. Retain a seasoned channel professional to help guide you through the assessment and the subsequent decision on how to move forward.
After you have covered all these bases, you may decide selling through the channel is the way to go right now, sometime in the future, or an approach to revisit later. The cool thing about the checklist is it can be used at any time to determine if and when you are channel ready. And not only that, it helps you get to know your company and yourself better. That’s always a good thing.
About The Author
Dede Haas, founder of DLH Services, is a channel sales strategist and coach helping technology vendors create innovative and successful channel sales solutions and programs. More channel sales tips and informative stories can be found in her Channel Knowledge Nuggets newsletter.
[i] Oscar Hammerstein II. "Do-Re-Mi." The Sound of Music, 1959.