If you think you may have

If you think you may have

Postautor: xuezhiqian123 » 10 lis 2018, o 05:16

Success in the channel is necessary to the profitability of many technology companies so channel development and channel management is an area where it makes sense to have a well thought out strategic plan. As companies look to drive sales and increase their market penetration Pas Cher Chaussures Adidas Yeezy Boost 350 V2 Grise Noir , developing an indirect sales channel is an attractive strategy – all those extra feet on the street can only help – right?


A well controlled channel program can have a great effect on your profitability but at the same time, a badly managed program can be a disastrous strain on resources and margins, it can drain time AND money – the two things we all have not enough of.


A well managed channel program should run itself, you’re giving away upwards of 20% so that’s got to count for something, but how do you avoid the pitfalls? How do you get it right? How do make sure that your channel is working for you and that you’re getting highest earnings on your investment? It is sensible to start with the basic question – is channel sales right for your business? What’s the best way to sell your product – direct, indirect or mixed and how should you go to market?


Direct or Indirect?
So here’s the first and most significant question – does it make sense for your organisation to invest in developing a sales channel? It’s not an easy one to answer and will depend on several considerations:
1. Product type – so, what are you selling and is it suitable for indirect selling? Does it require considerable training and support? Are there possible partners available who have the required skill set? Simple commodity products might mean little in the way of training and preparation. However, specialised, niche products with long and complex sales cycles might require a great deal of involvement from your resellers and distributors and consequently much more support and involvement from you. The challenge is to minimize that involvement through a well prepared combination of training and partner selection; if the partner skill sets don’t match or if the training burden is overwhelming – it might be time to take a step back and weigh up your options. Your partners have to be compelling advocates for your product.
2. Price point – what does it sell for? How much of that can you bear to give away? While margin expectations in the channel vary from industry to industry it has to be justifiable for your partners to invest in you. You’ll need to do your homework to ensure that you are competitive and then ask the question, is it sustainable?
3. Can you recruit and manage the right resellers? Let’s not underestimate the weight or complexity of that question. Getting the product into distribution means finding the right partners, keeping it there means managing and supporting them adequately. Both tasks require some investment and need to be planned and executed methodically.


The decision rests on how you answer the questions above and there is no single solution. A well executed channel plan can provide a huge return on investment – but there is a cost in establishing and administering the plan. Your answers to the questions above will go a long way to determining your strategy.


Rob Seymour is Marketing Director of Redmill Marketing Associates. Redmill Marketing Associates is a full service technology marketing agency supplying a range of services such as marketing copywriting and marketing workshops to the technology and telecoms sectors.


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Re: If you think you may have

Postautor: da555 » 11 lis 2018, o 06:39

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