The terms, “channel selling” or, “selling through a distribution channel” are essentially the same thing. It means the distributor doesn't sell a product direct to the consumer, but instead, through a channel of resellers. Marketing in this type of arrangement can often be a challenge because there's a need for an effective strategy that markets the product or service to both the reseller as well as the end user.
If you sell a product or service to facility or operational managers, you need to learn about what problems keep them up at night. What is it they care about so your company can be a resource that helps solve the problem they are experiencing?
Channel Marketing: it’s a crazy and confusing world out there, isn’t it? Teams are frustrated because leads are shared among all partner sales teams, the prospects lists are managed and monitored in what seems like thousands of different CRM and PRM platforms, and there appears to be no way to effectively nurture leads to move them along the buyers journey. All these issues combined cause nothing but inconsistencies and frustrations.
Selling through distributors can feel like a complex maze to navigate, but it doesn’t have to be. Using some key components you can make the most of this relationship. At the core, is understanding that your distributors are an extension of your business and not a separate entity. The more you connect with your distributor base and their role within your sales channel, the more you both stand to profit. Following are some essential keys to understanding how to sell through distributors and develop a strong, effective network.
When you're in the sales world, no matter how long you've been in the game, you're never going to get away from cost. You could be on a sales call with Bill Gates and still find that the conversation comes down to -- how much does it cost? And facilities managers are certainly no exception. With multiple buildings, employees, and ever-diminishing budgets, facilities managers are not going to let you gloss over the cost of your building services or products. If you want to sell to a facilities manager effectively, you need to know how to address the cost question (assuming you aren't offering the cheapest option, which we'll assume you're not). You might just find your answer in lifecycle cost.