What Is Channel Sales? Everything You Need to Know

August 15, 2022

If you’re a business owner, then it’s important to know what a channel sales are and how they can benefit your company. This type of sale is when you sell your products or services through intermediaries.

I remember when I first started my business, I had no idea what this was and didn’t take advantage of it. Thankfully, I learned about channel sales and saw the benefits for myself. If you’re not sure what channel sales are or how they could help your business, read on to find out everything you need to know!

What are Channel Sales?

Channel sales is a term used to describe the process of selling products or services through intermediaries. These intermediaries, known as channel partners, can include retailers, distributors, and other types of resellers.

Channel sales can be an effective way to reach new markets and expand your customer base.

Channel sales involves a third-party vendor who acts as a middleman in selling or distributing your products. Essentially, channel sales are B2B sales outsourcing.

By partnering with other businesses, you can increase your reach and exposure, thus facilitating the growth of your business. This will lead to increased sales, revenue, and gross profits.

When trying to sell products or services on platforms like this, it’s important to calculate the volume of sales and determine whether the profit margin will be enough to make up for the discount.

For this strategy to work, you will need to collaborate with your channel partners and make sure they are using the proper strategies and plans.

Increasing your sales force is one way to increase revenue, but doing so will increase your operating costs, decrease your operating margin, and eat into your profits.

A channel sales strategy is an effective way to increase sales without having to increase your expenses.

By hiring a third party to sell your products, you can lower your overall expenses and increase your bottom line.

A channel sales model is a fantastic way to increase sales without needing to add more staff. Your partners will market and sell your services and products for you, and in return, they’ll get a cut of the total profits.

This can be an excellent way to boost your revenue without eating into your margins.

Advantages of Channel Sales Strategy

There are many benefits of adopting a channel sales strategy.

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One of the primary advantages of using a partner sales channel is that it allows you to grow your business, even if you don’t have unlimited human resources. This is because your business partners can generate leads and turn them into paying customers.

Channel sales partners are a great way to extend your networking capabilities. They can help connect you with clients that you wouldn’t be able to connect with on your own.

The main benefit of using channel sales is that it allows you to expand your market and reach more customers. But, this requires investing in your partners and making sure they are up-to-date on your products.

Setting up an in-house sales team can take a lot of time and effort. Channel sales training program takes less time and is more effective.

Partnering with a well-known brand means you don’t have to put in as much work to get your product noticed and viewed as trustworthy. Your product is trusted just by their recommendation.

This will save you the time and energy it takes to build rapport through face-to-face selling, and will help you make more sales and increase your revenue. It will also increase your bottom line.

When looking at the cost of bringing in the same amount of revenue from a team of salespeople versus a team made up of just the channel manager, the costs are much lower.

Hiring new salespeople is more difficult than bringing in a partner.

This becomes especially important when your sales funnel strategy is ready to launch, and all of its niches have been worked out.

One of the major advantages of using a channel sales strategy is that you can significantly reduce your marketing expenses by collaborating with other vendors who have already built a strong reputation and have access to a large pool of customers.

This can be highly advantageous for organizations, as it allows them to test new products and services, pricing, promotions, and marketing strategies in a relatively low-risk setting.

This tactic ensures that after a certain period, your sales team will be familiar with all the sales that work best for their business.

Channel sales strategy can help take the pressure off of in-house sales teams and operations by partnering with businesses to manage goals and targets. This way, your team can focus on developing relationships with customers, rather than meeting unrealistic quotas.

By handling the day-to-day tasks, your internal team can focus on building relationships with your customers.

Building up a good relationship with your customers will ensure their loyalty to you, and encourage them to return. This will also help in retaining your existing customers, as well as making sure that your relationship with them does not deteriorate.

If your new customer needs help with onboarding, implementation, and ongoing support, consider partnering up with a vendor who offers those services.

Having reliable partners will be beneficial to your business, as they will be able to provide support while focusing on your existing customers.

Disadvantages of Channel Sales Strategy

While adopting this business strategy comes with many benefits, it also has some disadvantages that can make it less effective for some organizations.

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The biggest drawback of channel sales is that you have no direct control over your sales. If your partners are mishandling deals, your salespeople won’t be able to step in and rectify the problem.

Additionally, your salespeople have no control over the timeline of the deal, which can make it very frustrating for your team. This is because it leads to unpredictability in your company’s revenue stream.

If you partner up with a company that has a bad reputation, your association with them will tarnish your own brand.

This can affect your revenue and sales, as well as potentially even your company’s future.

If you want to make sure that your sales, revenue, and business aren’t negatively impacted by your partner, it’s essential that you choose a partner with a great reputation.

In exchange for you closing the deals and helping them acquire the clients, your business partners will receive part of the revenue, which will thus mean you get less profit for each deal.

However, it is likely that the operating costs of acquiring a deal will be lower, which will lead to greater collective profits.

One of the challenges of a channel sales strategy is that it can be difficult to manage because you are asking multiple external groups to update their sales strategy, change their messaging, add a new product, or make a major shift.

One downside to using a third-party partner is that their communication with your customers may slow down your response time. This can make it more challenging for you to manage your customer relationships and gauge how your products and services are performing.

While getting feedback from partners can be great, it’s never a guarantee. The feedback you receive from them might be inaccurate due to differences in language, misinterpretation, or the use of biased questions.

This can make it difficult to understand your customers’ needs and deliver what they want.

When salespeople and business partners are competing for commissions, things can get out of hand. Sales reps may refuse to give credit to their partners, so they don’t lose out on a commission.

If your business partners find out about this, they are less likely to pass you along leads to contact. This could result in you losing out on potential business, and your partnerships suffering.

This could potentially lead to some lost business and damage the relationship with your sales and partner teams.

Another disadvantage of using this strategy is that it could result in less time with your clients. This, in turn, could decrease the amount of time you spend getting to know their specific needs, challenges, and problems.

This can often happen as third-party vendors may not want your salesperson to talk directly with your customers.

While using a third-party vendor to talk with customers may sometimes be inconvenient, there are many benefits that make it worth your while. A partner can provide you with invaluable feedback and advice, as well as provide insight into how you can improve your business.

Additionally, a partner can beta test your products and provide useful feedback on how they can be improved. The benefits of a channel marketing strategy far outweigh the drawbacks, making it a sound option for many business owners.

Is Channel Sales Right for You?

When deciding whether to use direct channels, you should look at various factors, such as the current state of your business, your product, and your sales process. Doing so will help you determine whether this business model is a good fit for you.

If you want to grow your company without hiring an additional sales force, then consider implementing a channel sales strategy. This involves working with another company to sell your products for you.

Having a sales channel will allow you to sell your product or services through another brand’s network, saving on the cost of your own marketing efforts.

Once your business has grown, you can shift from having a multi-channel to a direct-only approach.

If your product is new, having direct communication with customers can help you learn what’s working, what isn’t, and what you should work on next.

In a case like this, a channel partner may not be the best route for your business.

Before you can train others, you need to know your own sales process.

Such information helps sales reps understand which buying triggers are most important, which key buyers tend to get involved, how long a typical transaction takes, and other such factors.

Once you understand your current process and where you can improve efficiency, you can decide whether outsourcing sales is the right decision for you.

If your product has a longer, more complex sale process, it may be more difficult for your channel partners to successfully sell it.

Shorter and less complicated sales processes are easier for channel partners and result in higher conversion rates.

If your offices are located in different cities, then using a multi-channel strategy makes more sense than having separate teams for each location. This doesn’t mean that you can’t have in-house salespeople, though.

Perhaps, you can have a mixture of direct sales and channel sales models with your in-house sales team present in your key markets.

Having a partner in your sales process will take a lot of your time. If time is of the essence, and you want a quick revenue stream, then direct sales are your only option.

Only after you have met your immediate needs for revenue and growth should you move on to setting up a channel sales strategy.

What Do Channel Sales People Do?

Channel salespeople are responsible for managing and developing relationships with the company’s channel partners. They work to increase sales and grow the partner’s business through various activities such as training, marketing support, and joint planning.

Channel salespeople typically have a deep understanding of the product or service being sold and the needs of the channel partner.

What is The Difference Between Direct Sales and Channel Sales?

Direct sales is the process of selling products or services to customers in exchange for money. Channel sales is the process of selling products or services to customers through a third-party channel, such as a distributor or retailer.


Overall, channel sales are a great way to boost your business. If you’re not sure what is channel sales or how they could help you, hopefully, this article has given you a better understanding. If you think that channel sales could be beneficial for your company, don’t hesitate to give it a try!

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