featureed image Published 2018-11-01, by Kellie Auman

Channel Insight: Are Your Channel Partners Effectively Pushing Your Brand?

A major challenge of working with an indirect sales organization is how to motivate its members to sell your products harder than the other brands they're selling. Your sales channel partners need to perceive an advantage to pushing your brand more fervently than others that distract their time and attention from the sale of your own, and this can be instilled starting at the partner onboarding process.

Every brand a dealer represents occupies a slice of the limited time and energy they have available for selling. To increase indirect sales, your company’s goal should be to grab as big of a slice of their pie as possible.


In channel management terms, this is referred to as mindshare. It can also be thought of as brand alignment. How can you secure the maximum level of attention from your dealers to sell your brand, and ensure they use that attention to generate valuable relationships with your customers? 

How do you gain mindshare? Finding ways to engage your indirect sales team is one of the most effective channel partner performance improvement strategies. 

How to Increase Indirect Sales Partner Engagement

The following processes and tactics will aid in creating an engaging atmosphere:

  • Collaboration
  • Channel partner onboarding process
  • Conflict management
  • Market development funds (MDFs)
  • Communications
  • Training and certification


How Can You Tell An Indirect Sales Partner Is Engaged With Your Brand?

When your channel partners are engaged with your brand, they:

  • Are more effective and timely in selling your products 
  • Thoroughly understand your products and way of doing business.
  • Feel supported in their selling efforts.
  • Feel empowered to communicate with your company and collaborate to improve sales processes.

Dealers, resellers, and VARs naturally choose to do business with companies that are easygoing and drama-free; and will correspondingly dedicate more mindshare to them. Supportive channel partner relationships result in a symbiotic relationship of mutual benefit and synergy from both sides.

Reducing Channel Conflict