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The Nuances of Third Party Sales

Third party sales is a great way to get your products out there without going into the hassle of setting up sales teams in each region. But implementing channel sales and aligning distributors that are, technically, not reporting to you can be difficult.

In this guide, we will walk you through the basics of channel sales and how to ensure that you help your partners sell your products the right way. Find out how to make your product easy to sell, how to empower your sellers with your value proposition and how to ensure that they are being as economically efficient as possible!

The Problem

It can be difficult to manage channel sales as the best you can do is influencer, rather than directly manage. A lot of the times, distributors, dealers or resellers are also selling your competitors products and promoting such different brands that it can be hard to have them all aligned.
At the same time, a lot of the work with sellers is on the honor code basis. You lack the data nuance and depth that you could have with an inhouse sales team whose only purpose is to sell your product.
This can make sales efficiency, customer knowledge and clear value proposition messaging quite difficult to enforce.

The Solution

Channel Sales can offer a lot of difficulties but it is also a very economical way to test and enter new markets. Especially for product companies in which the hub-selling model doesn't really make sense. Or, for companies where maintenance and set up of products can be critical.

This is why tools like a sales enablement tool can help align dealers and make it easy for the company to tack and understand dealer behavior while, at the same time, making it easy for dealers to understand the value proposition and to hold buyer meetings that become optimized experiences.

Not to mention, data recollection to better understand the different audiences that these resellers, distributors or dealers are facing. With this data, that can be difficult to collect from a sales team that doesn't report to you, you can tweak your messaging and optimize your sales cycle.