Resource Logo

Hello, you are using an old browser that's not compatible and no longer supported. Please consider updating your browser to a newer version.

This site uses cookies to provide you with a great user experience. By clicking continue you accept our use of cookies to modify the information we collect please click here.


This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here.

Contact Us

Channel Sales Training: How to Effectively Sell Through Channel Partners

In today’s competitive environment, growing your business through an indirect channel can be a smart decision if you are fully prepared with the process and skills to maximize opportunities.

The key to a successful channel sales partnership is satisfying mutual business objectives. This takes a commitment to developing a shared vision, strong communication, and flexibility to continuously adapt to change.  It also takes solid business development and selling skills to build loyalty and become a truly consultative channel partner.

Richardson’s training module for channel and indirect sales builds the skills needed in order to create collaborative, profitable relationships.  Training participants learn to analyze the partner organization, its key players, and its individual needs with the goal of differentiating themselves at the top of the Partner Relationship Pyramid as a strategic partner vs. being perceived as a less valued technical expert or product provider.

Through training scenarios, participants build skill in key aspects of channel sales management and strategy. These include:

  • Leveraging meetings as a platform for enhancing credibility and value
  • Building trust and key relationships
  • Reaching the highest level of decision makers without alienating current contacts
  • Engaging an executive-level decision maker in a robust, partner-focused discussion that will uncover key objectives

Participants in our channel sales training will also create a Partner Action Plan in order to more effectively manage all relationships, prioritize investments across multiple vendors, enable information sharing across account teams, and increase long-term stability and growth.

Business Benefits of Channel Sales Training

Drive revenue for your business through channel sales training by:

  • More effectively leverage channel partners as a lucrative source of additional revenue
  • Increase the value, status, and loyalty channel partners associate with you and your organization
  • Transform current channel partners into more profitable relationships while making smarter, more aggressive decisions about partners from which you should disengage

Learning Objectives of Channel Sales Training

Build the skills that improve your sales professional’s performance by:

  • Build the skill and process to more effectively leverage partner relationships and increase joint revenue opportunities
  • Develop a Partner Action Plan with clearly defined, actionable goals and measurable results
  • Gain deeper, wider access into channel partner organizations and build credibility to form long-term, trusted relationships with key executives
  • Evaluate financial strategies and business impact in order to identify opportunities to entrench your products and solutions, driving growth and profitability


Module content for the channel sales training program is customized to any level, from new to experienced salespeople, their managers, and executive management.

Delivery Options

Available as an add-on module to all core training programs.

Want More Info?

Complete the form and a team member will be in touch within 24 hours. If you need immediate assistance call us at 800-526-1650.