No Basic Difference—Selling to Customers or Selling to Channels

Regardless of the value selling training methodology or process that you follow, the sales process is generally the same whether you are selling directly to the consumer or to a channel partner.

In both cases, to be successful, you need to sell your value and link what you offer directly to their specific issues and problems. But the overwhelming benefit to selling effectively to channels is that you reach a much broader audience without having to invest fixed costs internally in growth.

Once you have “sold” your product/service to a channel, here are two ways to help them articulate your value to their customers to make the partnership worthwhile:

1. Develop useful tools for them. You are the expert—share your expertise so your resellers have the best possible chance for success. Provide brief scripts for each product/service. Include the top three questions to probe for problems, the top three solutions, and a few successful customer scenarios so there are persuasive stories to tell.
2. Role play and coach the resellers through your sales process so they learn what has worked for you.

Sales success is all about effectively defining your value—whether to customers directly or through channel partners.

Your channel sales need more support, help, tools, and proof than any new direct sales person to succeed.  Treat them accordingly.