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The Insider Secrets of Channel and Affiliate Sales



Working in channel or affiliate sales can be an uphill battle when you first start out. Building a client base and cultivating strong relationships is what can set you apart from the pack. So, how do you do it? And more importantly, how do you do it well?


We asked some of the top experts from Business and Bourbon to show us how they rose to the top in sales, and what advice they have.



Sudhir Nambiar, Co-Founder And President at xAmplify

At xAmplify, we have both Referral and Resell Partners. We love utilizing the power of channel sales as it scales our sales motion exponentially.


What is your channel sales strategy, and how do you implement it?

Our Channel sales are implemented on xAmplify, we enable every new partner and existing ones with up-to-date marketing, and sales enablement just as an extension of the direct sales team. Both Direct Sales and Indirect sales have complete transparency in our sales process.

What is your secret to success in sales?

Enablement and transparency.


What is one piece of advice you have for someone who wants to get started in channel or affiliate sales?

Partners can sell, but you have to enable them to sell YOUR product, or else they will sell products that they already know or your competitor's products.





Ashley Rowland, Founder of Recurring Raise and Partner at Adaptiv Advisors

I sell telecom (internet, voice, data center, contact center, managed services, cloud, cybersecurity, and more) through the channel for my own company, Adaptiv Advisors. I love it because I work for myself, I don't have to do anything I don't choose to do, and my residual income is incredible... hello... you seal a deal and get paid on it every month for as long as the customer keeps the service. It's the best business model ever, not rocket science.



What is your channel sales strategy and how do you implement it?

I have a fully automated sales funnel, meaning I've built (and continue to build) relationships with people that have access to my target customer. My target customer is anyone who needs to buy what I sell. I do this because it's customer-centric (no cold calling, no interrupting people's day). It's predictable, it makes a much shorter sales cycle and a much higher close ratio.


I specifically work with commercial real estate brokers, property managers, construction general contractors, project managers, MSPs who are not agents, and telecom sales reps who can only sell solutions for the one company they work with.


There are many other referral partners I have yet to tap: data center equipment sales reps (the Cienna rep, the Juniper rep), private equity firms, franchise directors, sales reps in similar industries (the copier sales rep), and so many more.


What is your secret to success in sales?

Connect with people as humans, not your sales target or your target referral partner. I'm curious about people and empathetic to their problems and needs. A computer can do most jobs but it cannot care-- that's what separates you fr


om a computer. Use that!


What is one piece of advice you have for someone who wants to get started in channel or affiliate sales?

Learn how the industry works and all of the many ways to skin the cat before you jump in. Don't trust everyone blindly and understand if they have their own motivations. A new friend that I recently met through ACW just told me that she started working for another agent and sold a two million dollar deal expecting to get paid on it handsomely...only to get fired by that company and have the owner keep 100% of her commission.





Dustin Baumis, Director of sales at covideo


We offer a variety of partnerships: referrals (appreciation/gifts), affiliate (modest compensation), reseller (larger compensation) & white labels (wholesale), etc.. An agile and adaptable affiliate program allows me to have more mutually beneficial relationships and to evolve those relationships over time. Many referral partners naturally become affiliates and eventually grow to resellers.




What is your channel sales strategy, and how do you implement it?

The hardest part about referrals can be just asking for one. Some amazing strategies rely on giving as much as possible and not expecting anything in return. These strategies can yield some pretty amazing results, pretty sure Ronnell uses the give-give-give strategy and he can. However, if you are like me when I started, and you feel like you "don't have" or "don't know" what to give. Start with great service and know that earns you the right to ask for a referral.


What is your secret to success in sales?

Surround yourself with people that are better at different things, especially things you don't thrive at. Trust, empower, and appreciate them how they want to be appreciated.


What is one piece of advice you have for someone who wants to get started in channel or affiliate sales?

Not every affiliate will have the same motivations nor will they all want to be appreciated in the same way. Seek to understand their "why," and let that guide your relationship.





Stephen Stull, Senior Partner Development Manager at Telarus


I work in technology - love helping my partners create new revenue streams and building long-term relationships/friendships through sales.


What is your channel sales strategy, and how do you implement it?

Be responsive, bring value to each engagement, build relationships. I implement this through Outlook tools, being knowledgeable about technology trends and catering each engagement to the specific partner.

What is your secret to success in sales?

Respond and relationships.


What is one piece of advice you have for someone who wants to get started in channel or affiliate sales?

Attend educational events to further knowledge. Don’t ask clients “what keeps you up at night”. Don’t lead by saving them money. Create solutions around business outcomes.





Sometimes business is all about who you know, and how you nurture those relationships. This is something we understand at Business and Bourbon, and it's our mission to introduce you to the right people who can take you to the next level in your career. If you want to learn more about how to make money in channel and affiliate sales, we have a webinar that will teach you everything you need to know. RSVP NOW!

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