The Mistakes Most Channel Sales Teams Overlook

Ian Altman discusses the common oversights in channel sales teams, emphasizing that top performers excel in sales skills rather than product knowledge. He suggests that product launches should focus on market demand, problem-solving, and customer needs rather than just features. Altman recommends gathering feedback on sales challenges, preparing responses to objections like price, and using role-play scenarios to enhance sales techniques. He also stresses the importance of ongoing education and connectivity through platforms like Zoom or Google Meet to reinforce learning and maintain team engagement.Biggest MistakesSpending too much time talking about features and benefits of new productsFocusing solely on product knowledge instead of sales skillsNot explaining the demand in the marketplace that prompted the creation of new productsWhat can the company do to reduce friction and make it easier to do business with compared to other brands? Best PracticesFocus on solving client problems rather than extensive product knowledgeHave product managers explain why the product was introduced and what problem it solvesDiscuss how new products make customers' lives better and reduce risksSolicit information from attendees about where deals are getting stuckCreate role-play scenarios to model great conversations and outreach techniquesEnsure attendees leave with actionable plans and set up mechanisms for ongoing engagement