In-depth market, competitor and customer insights give companies the means to capture dramatic growth opportunities

CRITICAL TO ACCELERATING GROWTH

We partner with clients to discover and explore the beliefs, attitudes, and motivations that drive customer behavior through their purchase decision journey. We use a strategic business perspective to generate insights about customer demand to guide our clients growth strategies and their exceptional organizational performance.

PARTNERING WITH DIFFERENT SALES CHANNELS

Channel sales may not work for every company, but they do carry significant advantages over purely direct sales. The largest advantage is in affordable distribution. Companies, small and large, can grow their businesses without the expenses of hiring sales teams in every market, and increase revenue growth efficiency. There are three main strategies in choosing a partner:

• Increased sales reach: This strategy looks to expand your customer base. That could mean working with a distributor for geographical expansion, an affiliate for advertising, or a consultant for marketing. No matter which channel, the focus lies on partners who already work in your target market.
• Increased distribution: This strategy aims to increase the speed of your delivery and customer support. Ideal partnerships for this could be a reseller or distributor, an independent retailer, or a dealer. The key is that you have inventory that needs faster management.
• Combined solutions and maintenance: This strategy mutually benefits all parties involved by increasing the product value of each of the producers. For example, a catering company may partner with a beverage service company to provide both food and drink to events. This increases sales for both companies because the client can purchase them as one bundle.

FINDING THE RIGHT PARTNERS

The perfect partner would align with your business values and the markets they serve. Few qualifiers to consider when evaluating a potential channel partner:

• Do they add to your product? A partner should bring something to the table you don’t already have. This might be increased distribution or more accessible packaging. Most importantly, whatever added value they bring, it must contribute to the product’s potential to increase sales.
• Are they aligned with your market? A partner with a radically different market than yours will have an extremely difficult time trying to sell your product.
• Are they up to speed on your company’s technology? All partnerships will initially require some level of training or support. It is critical you thoroughly understand their current capabilities so you can determine if it is actually worth the investment.
• Do they follow the same sales process? Your upselling, negotiations, price points, customer acquisition, and customer service outlook are all crucial parts of your brand. Your partners need to see sales in a similar light as you do, otherwise, you will risk losing consistency.