Multiple marketing and sales channels can lower costs and provide faster leads and sales
But they present challenges. Here are some ideas to mitigate those challenges:
How to handle channel conflict
If you are selling direct and online, and your resellers are as well, there’s a tendency for all involved to feel cut out. So, focus on the customer: make it easy for them to research and purchase the way they want to.
Then, rather than hope to eliminate channel conflict, try to minimize it by making openness a priority. Communicate early and often to anticipate and resolve issues.
How to handle pricing
Help prospective customers get to pricing info quickly and easily. Requiring users to hand over detailed information first or making technical specs tough to find will just hamper their decision-making process.
So now that they know the cost early on, don’t lose the sale on price alone. Make sure to integrate the key advantages of your solution to fit their needs with the pricing.
How to handle branding
Keep key design and brand messaging consistent across all channels with guidelines and procedures for your marketing and sales communications. When these are clear, accessible, and branding is kept top-of-mind, everyone involved will know how and why to stay on track.
Remember, it’s the relationship that prospects have with your company that delivers the strongest impression and what will lead to growing sales by word-of-mouth–if it’s a good one.