How To Enable Sales Channels: Expert Insights from Crouzet’s Bénédicte Ojeda

We're always on the lookout for real-world insights that can help our audience navigate the complex world of channel sales

Recently, I had the exciting opportunity to sit down with Bénédicte Ojeda, a Distribution Channel Marketing Specialist at Crouzet, for an enlightening podcast discussion. This conversation was part of our ongoing effort to show what Channel Managers tasks are. We strive to bring you practical, actionable advice from industry leaders. These leaders are in the trenches dealing with the day-to-day challenges of channel sales enablement.

Bénédicte, with her rich background in international business and technical product distribution, provided a treasure trove of insights that can revolutionize your approach to channel partnerships. From her experiences at Crouzet, a leader in the technical product space, she shared strategies that have been tested and proven in the real world.

Here are the key takeaways from our podcast conversation with Bénédicte, offering you a front-row seat to expert knowledge that you can apply directly to your channel sales strategies.

The Art of Brand Positioning in a Technical Landscape

One of the first challenges Bénédicte addressed was the complexities of brand positioning, especially in a technical sector. Her advice? Develop a rock-solid brand identity and crystal-clear vision. But how do you ensure this vision translates across your entire channel network?

1. Create comprehensive branding guidelines and share them with all partners
2. Conduct regular training sessions to keep partners updated on company direction
3. Keep internal teams, especially sales, in the loop about the latest updates

Brand Positioning Mastery

• Develop strong identity & clear vision
• Share comprehensive branding guidelines
• Conduct regular training sessions
• Keep internal teams informed

Bridging the Technical Knowledge Gap

When it comes to technical products, ensuring your channel partners have the right expertise is paramount. Crouzet’s approach is multi-faceted:

This approach involves:

• Leverage online learning platforms like Crouzet’s “House Academy” for foundational product knowledge
• Conduct hands-on, in-person training for more complex technical products
• Tailor training approaches based on distributor type and needs

The Global-Local Balancing Act

One of the most significant challenges in channel sales is striking the perfect balance between global standardization and local adaptation. Bénédicte’s golden rule? “Think globally, act locally.”

• Creating a flexible framework that allows for local adaptation
• Leveraging local salespeople for invaluable regional insights
• Considering cultural differences, regulations, and even measurement systems

“What works in Europe might not resonate in the US or Asia,” Bénédicte cautions. “It’s crucial to adapt not just language, but entire marketing approaches to local contexts.”

Revolutionizing Partner Relationships: Crouzet’s Innovative Approach

Bénédicte gave us an exclusive look into Crouzet’s recently launched partnership program, designed to foster stronger relationships and drive mutual growth. The program’s key features include:

• Multi-faceted evaluation criteria that go beyond mere sales figures
• Three-tiered partnership levels with tailored support for each tier
• Regular communication and performance tracking to ensure alignment and growth
• Mutually accepted core partner program for all channel tiers for streamlining

“This program,” Bénédicte explains, “transforms our distributors from mere sales channels into true strategic partners.”

The Art of Onboarding: Setting Partners Up for Success

When it comes to bringing new channel partners on board, Bénédicte shared her tried-and-true approach:

1. Provide initial training, both online and in-person
2. Identify strategic growth areas and target markets
3. Prepare a comprehensive product data package
4. Assign a dedicated salesperson for ongoing support

Bénédicte’s Top Tips for Channel Sales Success

As we wrapped up our conversation, Bénédicte left us with some invaluable advice for companies venturing into channel partnerships:

1. Map your market coverage meticulously to identify gaps and opportunities
2. Embrace cultural intelligence in your communication strategies
3. Invest in internal resources dedicated to partner support
4. Create clear, detailed partnership agreements with strong incentives
5. Develop comprehensive product resources that partners can easily leverage.

Steering Clear of Pitfalls

Finally, Bénédicte warned against two major pitfalls:

• Avoid the one-size-fits-all approach. What works in one market may fail spectacularly in another.
• Never underestimate the power of open communication. A strong partnership is built on trust and transparency.

Have you implemented any of these strategies in your channel sales approach? We’d love to hear about your experiences in the comments below.