Selling Through Distributors

Motivate your distributor channels to promote your business profitability Duration

Selling through a team or an organisation that is not directly under your control presents special challenges. Learn how to train and motivate your channels to achieve outstanding results by setting performance standards and monitoring results. This very practical programme gives a wealth of ideas for achieving profitability for your company by enabling your partners to achieve profitability for themselves.

You will leave the course able to:

  • Recruit the right channel partners – identify characteristics of a ‘dream distributor’ to match your own channel portfolio
  • Produce and present business plans that win a commitment from your channels – target key elements and present them in an acceptable way to your channels
  • Effectively monitor your channel partners – understand the importance of Key Performance Indicators in channel management and how to set them so you can monitor activity and targets
  • Use the right marketing techniques and able to advise your partners on their marketing
  • Be a flexible and effective channel manager – understanding that different channels need different management
  • Motivate your distributors and their sales teams for a win/win outcome
  • Implement distributor training programmes that ‘stick’
  • Apply the principles of Partnership Selling – while training on the job and joint calling
  • Act as a business advisor to your partners


This course covers the following topics:

Market management

  • Marketing and the marketing mix
  • Market information
  • Market mapping

The role and responsibility of the channel manager

  • What channel partner principles expect
  • What channel partner staff expect
  • What end users expect
  • What your company expects

Channel management styles

  • Different management styles
  • Building key relationships
  • Using the different styles flexibly

Strategic decision making

  • Different strategy models
  • Choosing the best strategy

Financial aspects of running a business

  • The financial structure of businesses
  • Profit, cash flow and return on investment (ROI)
  • Key financial business drivers to improve ROI

Business planning

  • Market information required
  • Insight and actions
  • Case study examples
  • Vision, strategies and objectives

Channel partner selection

  • Key selection criteria
  • Identifying strengths and weaknesses of prospective partners
  • Compatibility, Commitment and Competence

Training partner staff

  • What you need to train them in
  • Planning a training strategy
  • Implementing effective strategy

Motivating channel partners

  • The motivational drivers that operate at different levels of partnership
  • How to tap into those drivers to achieve the results you want
  • Motivating partners who handle other (competitive) products/ services

Managing channel partners performance

  • Different potential key performance figures
  • Monitoring results
  • Taking corrective action if necessary

Your company value proposition

  • What attracts top quality channel partners?
  • Where do you company’s interests and you partners interests coincide/ differ?
  • Achieving a win/ win proposition


With offices in 45 countries and the ability to deliver in 35 languages. Fill out the form and learn with us today!
  • This field is for validation purposes and should be left unchanged.