A sales channel earns its place through the access, explanation and service it provides for a particular customer.
01 · The picture
A sales channel earns its place through the access, explanation and service it provides for a particular customer.
Keep these distinctions visible
01Customer needs
02Direct capability
03Partner capability
04Full economics
02 · The idea
How I understand it.
Choose a channel by understanding how a customer buys and uses the product. Some purchases need a simple online transaction. Others require demonstrations, technical advice, local relationships or continuing support. A distributor or reseller may provide these capabilities more effectively than an internal team, while also requiring margin, training and management attention. Direct selling offers customer contact and learning, together with the cost of building the necessary capability. Compare the complete economics and operational responsibilities of each option. When channels overlap, decide who owns the customer relationship, how leads are handled and how service commitments are met. Test whether the partner has a reason to prioritise your product among its other lines. The right arrangement can vary by customer segment, geography and the maturity of the product.
03 · A fictional example
Put it into a business.
A sensor maker sells replacement units online to experienced users. New industrial buyers need a site demonstration and installation advice, so specialist resellers serve that segment. Before expanding the arrangement, the manufacturer compares partner margins, training costs, support quality and customer feedback. It also defines how direct enquiries reach the reseller responsible for the account.
04 · Bring it into the room
What work must your chosen channel do for the customer, and do its economics encourage that work?
One decisionOne next actionOne way to check
Where this note comes from
An original explanation drawn from my saved learning material. The worked example is fictional.
Harvard OPM · Unit 3Course reading or session material
Formlabs - Selling a New 3D Printer
PDF pp. 9–12; third-party channels, direct sales and channel partnerships; Unit 3 Sales overview p. 4
These notes collect my interpretations and applications. The schools and authors retain their original teaching materials.