15 Channel Sales Techniques – Your Guide to Boosting Sales

Channel sales techniques for your channel sales strategy

What is Channel Sales?

Channel sales refer to a method of distributing products or services through third parties, known as channel partners. These partners can be other companies, individuals, or agencies that leverage their resources and relationships to sell and market the product. This approach allows businesses to expand their reach and tap into new markets without directly managing every aspect of the sales process.

Pros and Cons of Channel Sales


Built-in Trust

Channel partners often have established relationships with their customer base, providing a layer of trust that can be leveraged to promote your products.

Increased Efficiency

By utilizing the networks and expertise of channel partners, businesses can more efficiently distribute their products without the need for extensive infrastructure or personnel.

Rapid Testing and Experimentation

Channel sales enable businesses to test new markets and strategies quickly through partners who are already active in those areas.

Customer Success

Partners can provide valuable feedback and support to customers, enhancing the overall customer experience and success.

Enter New Markets and Expand Globally

Channel partners, especially those located in different regions, can be instrumental in helping a business enter new markets and expand its global footprint.

Boost Company Reputation and Name Recognition

Associating with reputable and well-established channel partners can enhance a company’s brand and market presence.


Less Control Over Sales

Relying on third parties means less direct control over how products are marketed and sold.

Brand Risk

If a channel partner mishandles a product or provides poor customer service, it can negatively impact the brand’s reputation.

Harder to Manage

Managing relationships with multiple partners can be complex and time-consuming.

Slower Feedback Cycle

Getting customer feedback and market intelligence can be slower compared to direct sales channels.

Potential Competition

Channel partners might sell competing products, which could divide their focus and affect your product’s performance.

What are Channel Partners?

Incentives for channel partners

Channel partners are external entities that collaborate with a company to market and sell its products or services. These partners can include distributors, resellers, agents, consultants, or any other third-party organizations or individuals. They extend the reach of a company’s sales efforts without the company needing to engage directly with each market or customer. Channel partners benefit from this arrangement by gaining access to new products and services to offer their existing customer base, often enhancing their own value proposition.

What Makes a Good Channel Partner?

Identifying and partnering with the right channel partners is crucial for a successful channel sales strategy. The characteristics of a good channel partner include:

Complementary to Your Product

The best partners have a product or service lineup that complements rather than competes with your offerings. This alignment ensures that your products add value to their existing portfolio.

Aligned with Your Market

A good channel partner understands and shares your target market. This alignment means they already have the relationships and market knowledge that can be leveraged to sell your product effectively.

High Technical Expertise

Especially for complex products, partners with a high level of technical expertise can better understand, support, and sell your product, providing a better experience for the end customer.

Similar Sales Process

It’s beneficial if the partner’s sales process aligns with yours. This similarity ensures a smoother integration of your products into their sales cycle and less friction in the partnership.

Manageable Commitment Level

The right partners are those who are willing and able to commit the necessary resources to sell and support your products. This commitment involves time, money, and personnel.

Selecting channel partners who exhibit these traits can lead to a more productive and profitable relationship for both parties. It’s not just about the reach of the partners, but also about the quality and compatibility of the partnership.

How to Create a Sales Channel Program

Developing an effective sales channel program is a multifaceted process that requires careful planning and execution. Here’s a step-by-step guide to creating a robust sales channel program:

1. Define Ideal Partners

Select your channel partners

Before you start looking for partners, clearly define what an ideal partner looks like for your business. This definition should include factors such as market reach, customer base, sales and marketing capabilities, technical expertise, and cultural fit. Having a clear picture of the ideal partner helps in targeting the right kind of organizations and reduces time spent on unproductive partnerships.

2. Find the Right Partners

Once you know what you’re looking for, the next step is to find potential partners. This can be done through industry events, business networks, online marketplaces, and referrals. It’s important to conduct thorough research and due diligence to ensure that potential partners not only meet your criteria but are also reputable and reliable.

3. Connect with Partners

find the perfect channel partners

After identifying potential partners, the next step is to establish communication. This involves reaching out, presenting your value proposition, and discussing how a partnership could be mutually beneficial. It’s important to be clear about expectations and the support you’re willing to provide to make the partnership successful.

4. Recruitment

Recruiting channel partners involves negotiations and agreeing on terms that are favorable to both parties. This stage may include discussions about sales targets, revenue-sharing models, and contractual obligations.

5. Onboarding

Once a partner is recruited, they need to be onboarded effectively. This involves training them on your products or services, sales processes, and support structures. A comprehensive onboarding process ensures that the partner is well-equipped to sell and support your product effectively.

6. Partner Marketing & Support

Providing marketing and sales support to your partners is crucial. This can include marketing materials, sales training, technical support, and lead generation assistance. The goal is to empower partners to market and sell your product effectively.

7. Revenue Sharing & Reporting

Establish clear revenue-sharing agreements and reporting structures. Partners should understand how they will be compensated and how sales will be tracked and reported. Transparent and fair revenue-sharing models are key to maintaining a healthy relationship with your partners.

8. Partner Nurturing & Upselling

Regular engagement with your partners is essential. This can include regular meetings, updates on product developments, and training sessions. Additionally, look for opportunities to upsell or cross-sell other products in your portfolio.

Channel Sales vs. Direct Sales

In the realm of sales strategies, it’s essential to distinguish between channel sales and direct sales, as each has its unique characteristics and implications for your business. Channel sales involve leveraging external partners or intermediaries to market and sell your products, thereby extending your reach and tapping into the established networks and customer bases of these partners. This method can be particularly effective for expanding into new markets or scaling your sales efforts without the need to build out a large in-house sales team. On the other hand, direct sales refers to selling your products or services directly to the end consumer without any intermediaries. This approach offers more control over the sales process, customer experience, and branding, but it often requires more resources and infrastructure to manage effectively. While direct sales allow for closer customer relationships and quicker feedback, channel sales can provide broader market coverage and cost efficiencies. Many companies find that a balanced, hybrid strategy that combines both channel and direct sales optimizes their market presence and revenue potential.

Channel Sales Techniques

Effective channel sales techniques are crucial for maximizing the potential of your sales channel program. Here are some key strategies:

1. Partner Relationship Management

Building strong, mutually beneficial relationships with your channel partners is fundamental. This involves regular communication, understanding their business needs, and providing support to help them succeed.

2. Co-marketing and Co-branding Initiatives

Collaborate with your partners on marketing and branding efforts. This can include joint advertising campaigns, co-branded marketing materials, and shared participation in trade shows and events.

3. Incentive Programs for Channel Partners

Channel Sales Incentives

Develop incentive programs to motivate and reward partners for their sales efforts. This could be in the form of bonuses, discounts, or exclusive offers.

4. Training and Certification for Partners

Providing comprehensive training and certification programs for your partners ensures they have the necessary knowledge and skills to sell and support your products effectively.

5. Joint Sales Planning and Target Setting

Work together with your partners to set realistic sales targets and develop strategic plans to achieve them. This collaboration ensures alignment and commitment to shared goals.

6. Lead Sharing and Referral Programs

Implement lead-sharing programs where you provide qualified leads to your partners, and vice versa. Referral programs can also incentivize partners to refer new clients to your business.

7. Providing Sales Enablement Tools

Channel Sales techniques marketing resources

Equip your partners with the necessary sales enablement tools, such as CRM systems, product demos, and sales playbooks, to enhance their selling capabilities.

8. Regular Communication and Feedback Loops

Establish a consistent communication schedule with your partners and create channels for regular feedback. This ensures you stay informed about market conditions and partner needs.

9. Channel Partner Portal Implementation

Implement a channel partner portal to provide partners with easy access to important information, resources, training materials, and support.

10. Customized Partner Support and Services

Offer customized support and services tailored to the specific needs and challenges of each partner, which can range from technical support to marketing assistance.

11. Performance Monitoring and Analytics

Analytics for Channel Partners

Regularly monitor and analyze the performance of your channel partners using key metrics to identify areas for improvement and celebrate successes.

12. Strategic Alliances and Partnerships

Establish strategic alliances with key partners to deepen relationships and create more integrated and collaborative sales efforts.

13. Cross-Selling and Up-Selling Strategies

Encourage and enable partners to cross-sell and up-sell your products as part of a broader solution to their customers.

14. Localized Marketing Strategies

Develop localized marketing strategies in collaboration with partners to effectively address the unique needs and preferences of different regional markets.

15. Exclusive Territory Agreements

Consider offering exclusive territory agreements to high-performing partners, giving them specific geographic or market segments to focus on.

Implementing these techniques can significantly enhance the effectiveness of your channel sales program, leading to increased sales, stronger partner relationships, and a more expansive market reach.

Types of Channel Partners

Channel partners come in various forms, each bringing unique value to your sales strategy. Understanding these different types and leveraging their strengths can greatly enhance your channel sales program.

Referral Partners

These partners recommend your products or services to their clientele or network. They typically earn a commission for any sales that result from their referrals. Referral partners are valuable for their ability to generate leads through their trusted relationships.


Distributors purchase products in bulk and resell them, handling the logistics and storage. They play a key role in supply chain management and can significantly extend your product’s reach into new markets or regions.

Managed Service Providers (MSPs)

MSPs integrate your products or services into their offerings, providing a packaged solution to the end customer. They are particularly valuable in the tech industry, offering software or hardware as part of their broader service package.


Online marketplaces or e-commerce platforms can be powerful channel partners, offering a vast audience and digital presence. They facilitate the sale of products to a wider customer base, often across multiple regions or countries.

Value-Added Resellers (VARs)

VARs add features or services to your product, then resell it as an enhanced offering. This can include additional software, integration services, or customer support. VARs are excellent for providing tailored solutions to specific customer needs.


Retailers sell products directly to the end consumer. They can be brick-and-mortar stores or online shops, and they are crucial for reaching a broad consumer base, especially in the B2C sector.


Agents act as intermediaries, facilitating sales between you and the end customer. They usually work on a commission basis and are effective in industries where personal selling is paramount.


Similar to distributors, dealers purchase products to sell them, often providing additional services like installation, customization, or after-sales support.


In the digital age, influencers can be impactful channel partners. They use their social media presence and follower base to promote products, tapping into niche markets and generating brand awareness.


Consultants provide expert advice and can recommend your products as part of their solutions. They are especially valuable in specialized fields where their endorsement carries significant weight.

Each type of channel partner serves a different role in the sales process, and understanding these roles is crucial for tailoring your channel sales strategy to effectively leverage each partner’s unique strengths and reach.

How to Measure Channel Sales Programs

Sales Pipeline for Channel Partners

Evaluating the effectiveness of channel sales programs is crucial for continuous improvement and ensuring maximum return on investment. Here are key metrics and methods to measure the success of your channel sales efforts:

Annual Sales Pipeline

This metric tracks the total potential sales from all channel partners over the year. It gives an overview of the potential revenue that could be generated through the channel.

Quarterly Pipeline

Monitoring the pipeline on a quarterly basis allows for more frequent adjustments and an understanding of short-term sales trends.

Annual Gross Revenue

This is a straightforward measure of the total revenue generated through channel sales in a year. It’s crucial for assessing the overall financial contribution of your channel partners.

Annual Total Marketing Funds

Track the amount spent on marketing and promotional activities through channel partners. This helps in understanding the cost-effectiveness of your marketing strategies in channel sales.

Gross Revenue Percentage in Comparison to Other Affiliates

Comparing the revenue generated by each channel partner against others provides insights into their relative performance and can guide resource allocation.

Beyond these quantitative metrics, qualitative assessments are also important. Regular feedback from channel partners can provide insights into market trends, customer satisfaction, and areas for improvement in the partnership. Performance monitoring should not only be about sales figures but also about relationship strength, partner satisfaction, and alignment with strategic goals.


Channel sales strategies are intricate and require a nuanced approach to maximize their potential. Whether you’re looking to establish new partnerships, expand into new markets, or optimize your current channel sales processes, the journey can be complex but incredibly rewarding. At Lead Launcher, we specialize in helping businesses navigate the intricacies of channel sales strategies. Contact us today and take the first step towards a more dynamic and profitable sales channel strategy.