When sales channels overlap in their functions, both costs and customer frustration increase. So, how can you best allocate the channel mix to control costs and assure your customer needs are satisfied? SBI recently spoke with Christopher Bray, the senior vice president at Intel Security. Chris is responsible the company’s consumer business worldwide, and has over 25 years of experience. Watch as he walks our audience through the 11 steps he takes to align his sales channels with customer demand.
Chris will begin the show by explaining how he defines his ideal partner profile. He’ll also discuss how he determines which product to sell through which partner. And why you must understand your end user to make this type of decision. Next, he’ll give us his thoughts on coverage models and how, and why, he has increased his at Intel.
In the second segment, Chris discusses why the economic model of partner selling is very different than selling direct. He’ll dive into how to assess a partner’s ability to sell your product, and why your product’s value proposition is key to their success. He’ll also touch on competitive intel. How are the competitors using the channel, and what should you do with this information? Additionally, he’ll explain how to avoid, and resolve, channel conflict.
In the final segment, Chris begins by explaining how he selects, recruits and onboards new selling partners. Essentially, he shares his secrets to structuring, and enabling his partners to sell more of his products. He’ll then discuss how he measures the contributions each market makes to the business, and how he determines if one partner is better than another.
Coverage model decisions are more difficult than ever. We live in an omni channel era, and you must know how your customers want to buy. Watch here to understand how Chris successfully optimized his sales channels at Intel. If after watching, you need more help, considering downloading our workbook, How to make Your Number in 2017. It walks you through emerging best practices of sales channel selection and optimization.