How to Build an Effective Sales Channel Strategy from Scratch?

November 18, 2023
Sheetal S Kumar
Sheetal S Kumar
Sheetal S Kumar
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In a growing competitive market, the need for long-term and sustainable sales strategies that help your business grow is important. 

Teamwork, collaborations, partnerships, connections, relationships, and networks are the factors that will help you drive your business to strength.

Collaborating with multiple people and making them a part of your sales process is one of the best sales strategies that will help you widen your customer reach, market base, and branding.

In this article we will explore sales channel strategies, understanding the advantages it offers, the challenges it raises, and the overall benefit it provides to your sales process and business growth.

Scroll down for more. 

What is a sales channel strategy?

Sales channel strategy refers to the sales strategy where a company sells its products or services through third-party partners, known as channels, rather than selling directly to end customers. These channels can include distributors, retailers, value-added resellers, and other intermediaries.

In a channel sales model, the manufacturer or vendor relies on the expertise and reach of these channel partners to sell and distribute their products. This strategy is often employed when a company wants to leverage the strengths of established distribution networks or when it is not feasible or cost-effective to reach customers directly.

What are the advantages of channel sales?

Channel sales offer various advantages to businesses and therefore are a sort of sales strategy. Some of the key advantages of channel sales strategy include:

Additionally, incorporating sales performance analysis into the channel sales strategy allows businesses to gain valuable insights, optimize performance, and make data-driven decisions for continuous improvement and success.

Advantages of Channel Sales
  • Enhanced Market Reach

By leveraging the established networks of channel partners, a company can quickly expand its market reach without the need for significant investments in building its distribution network. This is particularly beneficial for reaching new geographic regions or target customer segments.

  • Leverage Partners Expertise 

Channel partners have specialized knowledge and expertise in their respective markets or industries. By working with these partners, a company can tap into their understanding of customer needs, local regulations, and market trends, enhancing the effectiveness of sales and marketing efforts.

  • Cost Effective Operation

Channel sales can be a cost-effective way to distribute products. Instead of investing heavily in building and maintaining your own extensive sales and distribution network, a company can rely on the infrastructure and resources of its channel partners, thereby reducing the overall operational costs. Moreover, implementing strategic SPIF programs can further enhance the motivation and performance of channel partners, creating a win-win situation for both parties.

  • Faster Marketing Technique

Partnering with established channels allows a company to bring its products to market more quickly. This is particularly important in industries with rapidly changing technology or consumer preferences, where a faster time to market can give a competitive advantage.

  • Focus Core Competencies 

Companies can focus on their core competencies, such as product development and innovation while leaving the sales, distribution, and support functions to channel partners. This specialization allows each party to concentrate on what they do best, resulting in improved overall efficiency.

  • Minimize Risk Probability

Sharing the responsibilities of sales and distribution with channel partners can help reduce certain risks. For example, if a particular market or product line experiences challenges, the overall impact on the company may be less severe because the risk is spread across multiple partners and channels.

  • Ensure Localized Presence

Channel partners often have a localized presence and a better understanding of regional markets. These insights can be especially valuable in global business scenarios where cultural and regulatory differences can significantly impact sales success.

Effective management and cordial relationships with your channels help maximize the benefits of this sales strategy.

For further reading, check A Guide to Optimising Sales Performance for the Sales Process

What are the challenges of channel sales?

While channel sales strategy processes offer several advantages, they also come with their own set of challenges. Some common challenges associated with channel sales include:

Challenges of Channel Sales
  • Channel Conflict

One of the primary challenges is the potential for conflict among channel partners, between the manufacturer and its partners, etc. This conflict can arise over issues such as pricing, territory, competition, or disagreements over marketing strategies.

To address these challenges and promote harmony within the channel, companies can implement a comprehensive sales transformation strategy that not only resolves conflicts but also enhances collaboration, streamlines processes, and aligns all stakeholders toward shared objectives.

  • Limited Control Over Sales Process

Companies may have limited control over the actual sales process when relying on channel partners. This lack of control can make it challenging to enforce consistent pricing, promotions, and sales strategies.

  • Communication Issues

Maintaining effective communication between the manufacturer and various channel partners can be challenging, especially when partners are spread across different geographic locations. When miscommunication happens it leads to misunderstandings and delays, and slows growth.

  • Inconsistent Brand Representation

Different channel partners may have varying levels of commitment to brand representation and customer service. Inconsistencies in how products are presented and supported can impact the overall brand image.

  • Channel Partners Dependency 

While channel partners provide extended market reach, a company becomes somewhat dependent on the effectiveness and commitment of these partners. If a key partner underperforms or terminates the relationship, it can disrupt the distribution channel.

  • Market Saturation

Depending heavily on channel sales can lead to market saturation, especially if many competitors are using a similar strategy. This can make it challenging to differentiate products and services in a crowded marketplace.

To overcome these challenges, companies need to invest in robust channel management strategies, promote effective communication, provide training programs, ensure clear contractual agreements, and proactive conflict resolution.

Additionally, implementing strategic sales incentive programs can further motivate and align channel partners towards common goals, fostering a more collaborative and productive relationship.

For further read, check Unlock Your Business Potential with Effective B2B Sales Strategies. 

Final Thought

Having an extensive network is essential for the growth and success of the business. It is these connections and relationships that open further opportunities and sales in the future. 

Sales channel examples show how strategically these connections and networks can be leveraged for mutual benefits. Encouraging sales team collaboration in utilizing these channels reduces the overall burden of sales and marketing to a large extent while focusing on the core objectives they want to achieve.

The partners in your channel take the product or service to a wider reach while profiting from the deal. Such partnerships in business will open doors to drive sales to better growth potential. 

For more sales-related readings, connect with Kennect. For more information Book A Demo Now.


Sheetal S Kumar

Sheetal is a content strategist and writer at Kennect. She has extensive writing experience in content marketing and research, focused on small business enterprises and B2B Saas. She is passionate about creating engaging and insightful blogs while exploring the power of content and social media.


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