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Channel vs Direct


"First, open a trouble ticket via the 800 number...work directly with the engineers to make sure you don't have a breakdown in translation. Then get the trouble ticket number to my team, and we will break out the whips and bullhorns."

The above is an example of a repeated script, used throughout my entire career. Roughly 15 years working in the Telecom/Carrier world, on the Direct sales side of the house. I am now on the Channel sales side of the equation. Nothing has changed in the above scripted response.

I spoke with a client the other day, a division of a rather large company here in town, and he seemed baffled by the channel sales model. He posited the following:

1.) "Won't the carrier get mad because I bought if from you instead of them?"

 2.) "How can you represent multiple carriers all at once, and still have my needs in mind."

 3.) "Since they have to pay you too, will the service cost more?"

These questions were exceptionally ill-informed, and quite easy to dispel. To wit:

1.) "No. we are an extension of the carrier, and a cheaper one;  they do not have to house us, pay the light bill, pay for our benefits, etc." 

 2.) "Does your direct team truly have your needs in mind? They have only one offering, with no ability to step outside of any limitation they as a carrier may have. I turned away a lot of bad-fit business when I was a direct rep, but not everyone will."

 3.) See response #1

 I then went on to explain the Channel Sales approach, in an easy to grasp way. My insurance agent has his own shop, represents multiple providers, and has the ability to pick the best fit from all offerings. My car insurance is different from my AD&D provider, etc. It's that simple.

The most obvious change is in the ability, after years of using the term, to have a comprehensive offering. I've always used a consultative sales approach, but was often left turning clients away based on a weakness of my company. I no longer have that problem.

****Check back soon to hear how I went from Sales Guy to Consultant. (Hint, it was a LOT easier than I ever thought it would be.)


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