How to Maintain a Happy Sales Channel

Heading off to camp is a big part of many happy summer memories. But sending the little darlings off to a summer at Camp Watchamacalllit can be a nerve-wracking experience for the grownups involved. Will they have fun? Make friends? Experience all that camp has to offer? Back at your suddenly quiet house, it may feel hard to accept the loss of control. 

If you have a few extra moments in the newfound calm, you might reflect that sending a kid to camp can feel very much like launching an incentive program for channel or dealer partners. Both experiences involve a loss of control that can be challenging, but here are some quick tips to follow that will make ensure happy campers on both sides of the equation. 

Get a game plan
Adequate preparation can mean the difference between a miserable camp experience and a great one. For example, kids need to know, as much as possible, what the experience will be like, what they can look forward to and how to avoid potential problems. Most importantly, they need to know what you expect of them. Sound familiar? When you’re launching an incentive for a channel, you need to make sure that everyone knows what lies ahead – and what the best-case scenario might be to engage them in the program and qualify for rewards. 

Good counselors make the difference
Of course you check out the camp’s counselors beforehand, and make sure they’re adequately trained and up to all the challenges that might get thrown at them. In the same way, you need to get in tight with an organization’s individual managers and franchise leads. Get to know them, let them know what’s coming, and above all, communicate with them frequently. Make sure that they’re leading their own group, not lagging behind. 

Feedback
At some camps, campers aren’t allowed to enjoy Sunday night dinner until they show up with a letter to home, ready to mail. Back at home, you’re relying on feedback to let you know how the experience is going. Make sure you’ve got strong upfront reporting systems in place before you launch a channel incentive program, and you’ll never find yourself wondering how it’s all going back there at the dealership.  

Comfort zones? Get out of them
Sitting in your tent and crying about how different everything seems will never get anyone elected camper of the year. In the same way, strong channel performers will sometimes need to push themselves to try the new and difficult – make a cold call, try to generate a lead or ask for a referral. But moving outside of the comfort zone is the only way to succeed, and everyone will do better if you acknowledge that the learning curve may be steep, but definitely worth it. 

Once the program is off and running (and once your kids get back home and start driving you crazy), you’ll be pleased you worked so hard to create a successful experience for everyone.