How can you reduce channel sales performance variability?

1 Define your channel sales goals

Before you engage with any channel partner, you need to have a clear vision of what you want to achieve through channel sales. What are your target markets, segments, and customers? What are your revenue, growth, and profitability objectives? How do you want to position your products or services in the market? How do you want to differentiate yourself from your competitors? By defining your channel sales goals, you can align your channel sales strategy with your overall business strategy and communicate your expectations and value proposition to your channel partners.

2 Select your channel partners carefully

Not all channel partners are created equal. Some may have more experience, expertise, and resources than others. Some may have more access, influence, and trust with your target customers than others. Some may have more alignment, commitment, and loyalty to your brand than others. To reduce channel sales performance variability, you need to select your channel partners carefully based on criteria that match your channel sales goals. You also need to segment your channel partners according to their potential, performance, and profitability, and allocate your resources and support accordingly.

3 Provide your channel partners with training and tools

One of the main reasons for channel sales performance variability is the lack of training and tools for your channel partners. If your channel partners are not well-versed in your products or services, your value proposition, your sales process, and your customer needs, they will not be able to sell effectively and consistently. To reduce channel sales performance variability, you need to provide your channel partners with regular training and coaching on your products or services, your sales methodology, your market insights, and your best practices. You also need to equip them with tools and resources that can help them generate leads, qualify prospects, deliver presentations, negotiate deals, close sales, and provide after-sales service.

4 Monitor and manage your channel sales performance

Another reason for channel sales performance variability is the lack of monitoring and management of your channel sales activities and outcomes. If you do not track and measure your channel sales performance, you will not be able to identify and address the gaps, issues, and opportunities in your channel sales process. To reduce channel sales performance variability, you need to monitor and manage your channel sales performance using key performance indicators (KPIs) that reflect your channel sales goals. You also need to provide your channel partners with feedback, recognition, and incentives that can motivate them to improve their performance and align with your standards.

5 Collaborate and communicate with your channel partners

The final reason for channel sales performance variability is the lack of collaboration and communication between you and your channel partners. If you do not have a strong and trusting relationship with your channel partners, you will not be able to leverage their strengths, overcome their weaknesses, and resolve their challenges. To reduce channel sales performance variability, you need to collaborate and communicate with your channel partners regularly and effectively. You need to share your vision, strategy, goals, and expectations with them. You need to listen to their feedback, suggestions, and concerns. You need to support them with leads, referrals, co-marketing, co-selling, and technical assistance. You need to treat them as an extension of your sales team and a partner in your success.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?