Channel Partner A to C resized 600


When you find your performance disrupted, go back to the fundamentals.  Download a proven way for the Salesforce to maintain process despite setbacks:  The Opportunity Assessment.


Consider the case of “Cloud Systems Installation”*.  CSI was the crown jewel in a Vendor’s channel partner program, and had consistently hit the top tier revenue mark to receive the biggest discount and bonus compensation for the sales team.  Then, three quarters ago, a mega-deal guaranteed to close fell through. It crushed management’s hopes of hitting the quarterly number. However, instead of accepting the set-back, the team readjusted priorities and pushed to make the number.  The results: they missed that quarter’s quota, then followed it with their worst quarter in 3 years.  Why?


Sales Reps Pushed Customers Through the Sales Cycle

In order to compensate for the lost sale, Sales Reps tried to accelerate customers in the pipeline.  Among their infractions:


  • Accepting only expressed needs, not finding the root causes of customers’ problems
  • Pushing for demos without full discovery
  •  Emailing quotes for systems without a conversation tying price back to value


By accelerating their “Sales Cycle”, they fell out of alignment with their prospects’ buying habits.  Nobody likes to be pushed when considering a major purchase.


Deals Close to the Deadline Were Pushed Through with Steep Discounts

In order to win before the quarter ended, management promoted “discounts with a deadline” to ensure deals would close.  The immediate result: healthy revenue for that quarter, but low margins.  Post-Quarter Results: Prospects who demanded the same concessions.  In the channel management business, margin is one metric you cannot lose sight of.


Sales Rep Focused on Late-Stage Sales and Ignored Early Stage Opportunities and Prospects

Since the short-term goal of the sales organization was to save the quarter, reps focused almost entirely near term deals.  Filling the pipeline for the next quarter was an afterthought.  This all hands on deck approach inevitably lead to a huge imbalance at the end of the quarter, with nothing in pipeline.


Whether you are on the golf course or in the middle of a sales campaign, remember that on-the-fly changes seldom achieve desired results. Attempting to accelerate the sales process without aligning yourself to the buyer will result in a lower close rate.  Quarter End discounts create a short term buzz with a nasty hangover, and ignoring early stage deals results in a deflated pipeline.  Don’t readjust your entire cadence because of one bad event.  Stick to the process.


Make sure channel partners are using an Opportunity Assessment to stay aligned throughout the buyer’s process.  If they need any assistance with an opportunity, demand a completed form, and press them on their answers.  It will help give you a better idea of the opportunity’s strength, and also give the partner a game plan for the next sales call.  One unifying trait of top tier Channel Partners is their focus on cadence with the buyer’s buying process.


Make sure that your sales force stays in sync with the buyer and doesn’t get derailed by one-time events.  Register to get access to the Opportunity Assessment Job Aid.


Follow @DrewZarges

Follow @MakingTheNumber




Drew Zarges

Helps small business owners overcome their biggest sales and marketing challenges to accelerate revenue growth.
Learn more about Drew Zarges >

Prior to joining SBI in 2011, Drew worked in the intermediary investment sales world. During that time, he worked his way up the ladder from client service representative to leading and coaching his former company’s sales team on the west coast. At SBI, Drew has served some of the company’s most prestigious accounts as a consultant. For these clients, he successfully executed everything from sales process and lead generation projects to highly technical account segmentation work. He now serves as the General Manager of SBI OnDemand, a unit dedicated to applying the firm’s battle tested concepts and projects to the small business community.

Read full bio >