Selecting the Right Channel Partner for your Product

In the world today, success is sometimes not only determined by the skills and traits you have but more likely to know the right persons that can help you. Like in the HBO series, Sopranos, getting to the top spot and being the big dog is a matter of knowing who's who. Thugs can become gangster lords if they know who to talk to and align themselves with; specifically, the notorious men in the crime syndicate. In the business industry, this case is very true. Getting good connections with reputable people can bring you to high places and be part of the elite group. Knowing the right persons spell success in any field, the same goes with indirect selling. If you belong to a new manufacturing company and are planning to recruit people for your indirect sales, the big question you should answer is: "who are the right partners for my company?"

Studying partner profiles is the first step in finding the right one for your product or service. If your company is working to develop a brand, it is advisable to sign a famous channel that will help increase your validity in the market. Get your logo on their line card as soon as possible. Then create publicity and buzz by having a very well-written press release that announces your partnership with that channel. In this way your company will be aligned with the big dogs in the market in no time at all. However having a reputable distributor has its own downside which is "mindshare". Since your company is new to the market, you will be competing with larger companies for the channels' mindshare. It is like a small guppy competing with a great white shark but do mind that you are competing with the larger organization. Focus on staying in front of your distributor and helping them with the best collateral and sales tools.

In the event that larger organization beats you in staying in front of the resellers or distributors, you can also consider signing up with a smaller partner. There are many partners who will prioritize you and will work hard enough to put you on the top of the market. Do not underestimate the capabilities of these small time distributors. If they put their mind and best effort, they can outperform even numerous firms. You will need to create a stocking plan if you plan on signing with a retail or web-based store. Indicate in the contract a list of minimum stocking amount that they must order.

Determining the best resellers and distributors for your product or service can be tricky. Consider talking to existing customers that will verify a distributors' reputation in the market. Gather partner profiles then carefully study each available distributor and assess which among them will be suitable for your company. Just keep in mind that signing up with partners is the first step to maintaining good communication and relationship with them; therefore, providing them with the adequate support they need is very crucial.