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As a kid, comics helped Darren Adams build friendships. Today, they're helping him build an international collectibles business.

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Tips for Increasing Channel Sales

on September 30, 2014

You may have your direct sales down pat, but you’ve always wondered why your channel sales just haven’t taken off. Time for a few tricks to spice things up! While it may seem like the same tactics that work with your store would work with your partners, it’s not always the case. Try these few things to get things going.

Sharpen Up the Appearance

Presentation is everything. You’ve undoubtedly made your personal store as sharp as possible so your first impression with customers is a great one. However, you may not have as much control over your channel sales presentation.

Try to work with what you have, though, to spruce everything up as much as possible. No matter where your product is you want it to be as presentable as possible. This is exactly why successful brands regularly send representatives to stores to make sure their stuff looks as good as it can, as they know a bad display could really damage sales.

If your channel doesn’t offer much in the way of customization, consider contacting them to change that or at least dictate to them what you want fixed. If they balk, it may be time to switch partners.

Drive Sales to Your Partners, Not Necessarily Your Products

It may seem a little counterintuitive, but if you want to drive up your own sales, send potential customers to your partner’s store/site and not just your own stuff.

This can be beneficial in two ways: one, the partner sees increased sales and your stuff, if people like it when they see it, will get picked up. Two, if your partner sees the efforts you’re making to drive sales to their store, they’ll hopefully give you a little boost by promoting your products.

Boosting your partners’ stores is also a great way to improve your relationships with them. Down the road when you really need them to change something to help sell your product on their site, considering your history they may be more willing to do it.

Product Speak for Itself

One major difference between direct sales and channel sales is that you’re not right there to tell a customer why they should buy your stuff with a channel sale. It’s another part of putting your best foot forward and making a great presentation right out of the gate. But this time you should look at the product itself.

If you were walking down the street, would you know exactly what your product does without any help from a salesperson? No matter how cool or useful your item is, if a random person has no clue what it IS let alone what it does, they’ll most likely pass it up.

Revamp your product line until even the most casual observer sees it and immediately understand what they’re looking at. Reconsider everything from packaging size to color scheme if you have to. After you’re done, run a few focus groups and see where you’re at. Take useful notes and head back to the drawing board if they’re too negative. Eventually you’ll hit upon a design that everybody can understand and will want to pick up!

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