A sales and distribution channel encompass all the routes or channels a company’s product passes through before getting to the end consumers.

A typical product flow starts with the manufacturer before moving on to the distributors who sell in bits to the retailers.

From retailers, the end consumers finally get and use the product. This pattern used to be the norm before eCommerce came to popularise direct-to-consumers (DTC) sales.

The more digital technology keeps improving, the more business strategies change. If you’re the type who doesn’t spend much time going over your business model, it’s likely your sales and distribution strategies are out-dated.

In addition to being out-dated, they may also not be optimized for changes in the markets. Thus, making you miss out on opportunities to reach wider markets, maximize profits, and build customer loyalty.

Sales and distribution management can be hard even for business veterans.

However, we’ve compiled 6 best practices you can use to improve the efficiency of your sales teams and distribution channels no matter your company’s size

Regular training for sales and distribution channel partners

An essential tactic of dominating your niche is to have high performing partners. To reach your desired business goal, your channel partners must be knowledgeable about your products and be able to adapt to change quickly.

Ongoing training will help shape your sales and distribution partners into the best-in-class partners in your industry.

From updates of new releases to sales and product training to onboarding, regular training will keep the skills of your channel partners sharp and relevant in the marketing battlefield.

Adapt to change and share ideas with collaboration

Collaboration is vital in any business. Being at the forefront of selling would have exposed your channel partners to marketplace strategies reaping in the greatest sales and profits.

So it makes sense to implement a newsfeed or discussion forums where channel partners can share valuable information that could boost their productivity and sales.

This forum also has the additional benefit of making an organization know what to change or add to their strategy.

Provide self-service support resources for channel teams

Use content management to publish and manage quality posts for support/help articles, FAQs, blogs, announcements, knowledge bases, and more. These resources will provide real-time information that channel partners can quickly access during a sales cycle to close a deal.

Moreover, providing self-service support resources, expert opinions or FAQs help your team members find answers to questions and solve problems faster.

Improve your delivery system

Channel Partners will be frustrated and less motivated in working with you if you have an inconsistent and inefficient delivery system

To transform your sales and distribution channel, you need to have a quality supply system in place. In fact, the 7 R’s of Logistics should be your guide.

“Having the right item in the right quantity at the right time at the right place for the right price in the right condition to the right customer.”

Go social

Social media is one of the best places to connect one-on-one with your channel partners.

Leverage on sites like Facebook, Twitter, Instagram, LinkedIn, and others to have more personal, regular, and authentic interactions with your channel partners.

And like you know, positive interactions with partners usually result in higher partner sales.

Onboard new sales and distribution partners efficiently

When a business optimizes its onboarding process, the sales and distribution team can onboard efficiently and quickly.

Besides freeing up the time of the business owner or manager, this quick (digital) onboarding process also helps the new partner go for sales faster


Optimizing your sales and distribution channel will not only help you keep abreast of ever-changing business strategies, but it’ll also make your company a force to be reckoned with in your niche!

So why not step back and access your present business model to see which areas need improvement and what tools will do the job.

All these are crucial questions you should frequently ask yourself and your team members.

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The more digital technology keeps improving, the more business strategies change. If your sales and distribution channels are not fully optimized for changes in the markets, you’ll miss out on opportunities to reach wider markets and maximize profits.


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