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.
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?
Bénédicte emphasizes, “It’s not just about creating guidelines; it’s about ensuring every partner, from e-commerce giants to specialist distributors, understands and embodies your brand essence.”
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:
“The key,” Bénédicte notes, “is to make technical information accessible and relevant to each partner’s specific needs and customer base.”
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.”
“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.”
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:
“This program,” Bénédicte explains, “transforms our distributors from mere sales channels into true strategic partners.”
When it comes to bringing new channel partners on board, Bénédicte shared her tried-and-true approach:
“Onboarding isn’t just about product knowledge,” Bénédicte insists. “It’s about integrating new partners into your brand ecosystem and setting them up for long-term success.”
As we wrapped up our conversation, Bénédicte left us with some invaluable advice for companies venturing into channel partnerships:
Finally, Bénédicte warned against two major pitfalls:
“In the end,” Bénédicte concludes, “successful channel sales is about building relationships, not just moving products. Invest in your partners, and they’ll invest in you.“
By embracing these insights and best practices shared by Bénédicte Ojeda, companies can forge stronger, more effective channel partnerships and drive unprecedented growth in their target markets. The future of channel sales is collaborative, adaptive, and strategically aligned – are you ready to lead the charge?
Have you implemented any of these strategies in your channel sales approach? We’d love to hear about your experiences in the comments below.