Selling Through the Channel

Strengthening the final links in the chain

Channel Management Insights speaks with Andrea Sittig-Rolf, President and Founder of Sittig Incorporated.

Each year, vendors spend countless hours and thousands of dollars creating channel marketing programs. They carefully choose the products they want to feature, determine the best ways to use their marketing development funds, and struggle to find the right incentives to build excitement for the programs and gain the enthusiastic participation of channel partner salespeople.

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Strengthening the sales chain ... A balanced channel program

When it comes to boosting sales to end-users, you may think there's only so much you can do: create effective channel marketing programs, provide the proper funding for incentives and promote, promote, promote. But all your efforts may be for naught, if your channel partners' people lack adequate selling skills. In this month's feature article, Andrea Sittig-Rolf, president and founder of Sittig Incorporated, provides her insights on selling through the channel -- and the role vendors should play in the process.

What shape is your channel program in? Is it a bit bloated in some areas and too lean in others? This is the time of year to do an assessment and resolve to make your program a well-balanced one. Find out how in Observations on the Channel.

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