One common complaint from many of my clients is how frustrating they find selling through distributors or resellers. This commission-only channel is motivated very differently than salaried and commissioned sales people. Making the right changes to the managing processes and the field support can turn an indirect channel into a very effective face of the company.
These field people collect commissions only when they sell something. The most successful resellers will always focus on the lines that bring in the money. Help them to bring in the money and you will be on top of their line card. The game is all about maximizing their limited selling time, providing good information and avoiding surprises that defocus them from selling.
I often see excellent products that are very successfully sold by a vendor’s direct channel, but struggling with an indirect distribution channel. This is a sign that the channel may not have enough information and they cannot credibly represent the product or answer objections. There are a few simple things that the sales manager can do to make his/her product easier to sell.