Most people think outward from themselves through their sales channels on then on out to their end users. That approach is wrong. It leads to a channel centric sales approach.
Instead think about the ideal customer for each product or service you are selling and then think about the best way to connect with them. The channel is in fact a bridge between your clients - definitely not your client.
The concept of a channel as a bridge is a powerful way to rethink and maybe redesign the way your clients consume your product or service.
A channel can include any combination of ‘channel partners’; direct to customer, web intermediaries (Amazon, AliBaba etc), dealers, resellers, agents, wholesalers, brokers, systems integrators, retailers. Don’t forget the physical distribution components, US Mail, Canada Post, FedEx, Amazon etc.
The way people buy and the types of partner available have simply exploded in the last two or three years. Most companies will be using a combination of partners to bridge the gap between themselves and their clients.
Designing a channel requires an objective view of your own capabilities, the characteristics of the product or service and the nature of the client and the way they will extract value from what you sell. The resulting omnichannel approach will provide better service to your clients, increase your sales and increase your margins.
Interested in a short discussion?
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