About this course

Course code TP75
Duration 3 Days

Selecting the most appropriate distribution channels and motivating channel partners are key factors in selling profitably through third parties. It is essential for any organisation involved in the selection and management of channel partners to know how to build and manage effective working relationships that build trust, add value and avoid conflict.

Benefits to you and your company
Staff will adopt a more structured approach to the organisation of channel sales and be better positioned to build a disciplined relationship with channel partners. Using the latest management thinking, and developing a structured channel marketing plan, organisations should begin to see an increase in sales, margin and co-operation from channel.

Who should attend?
Managers and staff involved in the selection, motivation, evaluation and management of channel partners. The course will enable delegates to plan and implement a disciplined channel strategy; it will allow you to judge your current channel organisation against best practice.

Delegates will learn how to

  • Identify key issues involved in channel development.
  • Recognise the benefits of adopting a sales process to channel partners.
  • Handle joint selling approaches.
  • Understand the differing types of channel.
  • Use developments in supply chain management for mutual benefit.
  • Determine selection criteria for channel partners using templates.
  • Motivate channel partners and their staff.
  • Develop and agree clear account plans for partners.
  • Evaluation using reporting and feedback standards.
  • Agree and assess the performance criteria for channel partners.
  • Setting ground rules and disciplines for your channel partner relationships.

You will benefit from being able to match your present role against the latest channel management thinking and that of 'world class' organisations. You will also learn how to identify the characteristics of superior channel management and be able to motivate, evaluate and manage the performance of channel members.


  • Understanding the psychology of the relationship between channel stakeholders.
  • Identifying the needs of channel members and customers.
  • Recognising the benefits and pitfalls of a multi-channel strategy.
  • Identification of selection criteria for potential channel partners and applying weightings according to importance.
  • Motivating the channel partner, the organisation and staff.
  • Using push and pull marketing communications within the channel.
  • Developing and agreeing an account plan with major partners.
  • Evaluating and managing your channel partners.

Delivery style
The workshop delivery style is participative and gets delegates involved in discussing channel issues. Delegates will have the opportunity to analyse their own particular experience and develop real selection templates and understand how to motivate their distributor contact practically.

3 Days


This is a QA approved partner course

Delivery Method

Delivery method


Face-to-face learning in the comfort of our quality nationwide centres, with free refreshments and Wi-Fi.

Find dates and prices

Online booking is currently not available for this course, to find out more please call us on 0345 074 7998 or email us at info@qa.com to discuss how we can help.

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