Book your place today:

Classes are held multiple times throughout the year, either remotely or in the idyllic grounds of the Chesterford Research Park. We include lunch and refreshments throughout the day.

Channel partners, comprising resellers, affiliate partners, distributors, value-added providers, and independent retailers, play a pivotal role in technical sales. Using channel partners allows a business to access markets and customers that would otherwise be impractical or prohibitively expensive to reach through direct sales.

However, effectively collaborating with, managing, and influencing these partners, who operate independently and outside of direct authority, demands a distinct set of skills and processes compared to selling directly.

This training course builds upon a proven program with a decade-long track record, providing individuals selling through partners with the essential skills and processes necessary to drive exceptional outcomes.

Remote / Online:

The modules are delivered in four, three-hour remote sessions, with two optional, three-hour advanced sessions

In Person / Classroom:

If you prefer in person training then the course is also delivered in the classroom over two days, with an optional 'advanced' third day.

What You Will Learn

We deliver the Selling Through Distribution Partners course both online and in the classroom. Both are live and interactive sessions designed to equip you with the skills and techniques to build, manage, and maximise relationships with your channel partners.

By the end of the course, you’ll know how to:

Identify and select the right channel partners to drive growth and maximise performance.

Set clear goals, monitor key metrics, and conduct productive business reviews to ensure success.

Improve communication and influence by applying active listening techniques and strategic engagement.

Enhance your leadership capabilities by coaching partners and handling difficult conversations effectively.

WINN is a flexible approach designed for sales

professionals in complex markets.

We recognise that no two industries, companies, or sales interactions are the same, but most sales training courses follow rigid methodologies - WINN doesn’t. We deliver flexible, practical strategies that evolve with each and every sales interaction and reflect the real-world challenges of complex industries.

WINN is a complete, end-to-end framework - because sales success isn’t just about closing; it’s about building lasting partnerships and ensuring longevity.

Module 1 Agenda:

Classroom Day 1 Morning / Remote Session 1

The responsibilities of channel partner management

Understand: the key responsibilities of managing channel partners effectively

Learn: the characteristics of a role model Channel Partner Manager

Outcome: a strong foundation for building and managing successful partner relationships

Self-management techniques

Understand: the importance of goal setting, planning, and prioritisation

Learn: how to optimise time for both yourself and your channel partners

Outcome: improved efficiency and effectiveness in managing your role

Defining the ideal channel partner

Understand: what a high-performing channel partner looks like

Learn: where to compromise and how to bridge capability gaps

Outcome: a clearer strategy for selecting and developing the right partners

Module 2 Agenda:

Classroom Day 1 Afternoon / Remote Session 2

Understanding and applying the hiring process

Understand: the steps involved in identifying, selecting, and launching new channel partners

Learn: a systematic approach to ensuring a smooth and effective onboarding process

Outcome: confidence in selecting and inducting the right partners for long-term success

Contractual obligations

Understand: how to navigate contract terms and manage renewals strategically

Learn: how to use contracts to set expectations, manage obligations, and develop commission plans

Outcome: the ability to leverage contracts as tools for driving partner success

Targets and goals

Understand: the importance of setting clear and measurable goals

Learn: how to create activity-focused, achievable targets

Outcome: clarity in measuring, tracking, and improving business performance

Module 3 Agenda:

Classroom Day 2 Morning / Remote Session 3

Monitoring metrics

Understand: the key performance indicators (KPIs) for assessing distribution partner success

Learn: how to analyse performance data effectively

Outcome: the ability to make informed decisions based on measurable insights

Conducting business reviews

Understand: the value of regular business reviews

Learn: techniques for leading reviews that strengthen relationships and inspire partners

Outcome: more productive and meaningful business discussions

Dealing with underperformance

Understand: the key elements of recovery planning

Learn: strategies for addressing performance issues and, when necessary, terminating partnerships

Outcome: confidence in handling performance challenges effectively

Module 4 Agenda:

Classroom Day 2 Afternoon / Remote Session 4

Effective communication techniques

Understand: the importance of active listening and tailored communication

Learn: how to use different communication methods to build lasting relationships

Outcome: enhanced communication skills for stronger partner engagement

Effective joint visits

Understand: the value of joint visits in driving partner engagement

Learn: strategies to maximise the impact of joint visits

Outcome: stronger relationships and increased value from your partner network

Exerting positive personal influence internally and externally

Understand: how to build internal and external networks without direct authority

Learn: key principles and tools for influencing stakeholders effectively

Outcome: the ability to mobilise resources and motivate key players in the partner ecosystem

Module 5 Agenda:

Optional Advanced Module: Classroom Day 3 Morning / Remote Session 5

Taking business plans to the next level

Understand: how to align business plans with corporate strategy

Learn: how to manage growth, assess strategic fit, and conduct risk planning

Outcome: a more strategic and forward-thinking approach to channel partner management

Coaching your partners to success

Understand: the role of coaching in partner development

Learn: how to use the GROW coaching model and give effective feedback

Outcome: stronger relationships and improved partner performance

Module 6 Agenda:

Optional Advanced Module: Classroom Day 3 Afternoon / Remote Session 6

Conducting difficult conversations

Understand: the key principles for addressing tough issues such as underperformance and contract breaches

Learn: best practices for handling these conversations constructively

Outcome: confidence in managing challenging discussions with professionalism

Running a successful distributor meeting

Understand: the do’s and don’ts of a productive partner meeting

Learn: how to plan training, drive engagement, and ensure ROI for both supplier and partner

Outcome: increased effectiveness in distributor meetings and training sessions

Who Should Attend?

Channel partner managers and export and distributor managers, right through to international marketing managers, will benefit from attending our channel partner management training course.

We also strongly encourage sales reps to attend since they are often given channel management responsibilities without any formal training!

“Thank you very much for all of the training sessions since August! I received a lot of great feedback from our Sales Team members about all that they have taken away from the trainings. The role playing session was extremely helpful in coaching them to use all concepts earlier training sessions to the end: qualification - NAMTCR, how to develop relationship with KOL's, facing competition, handling objections (APIAC), and making great presentations. The team very much enjoyed everything, and appreciate that you made it fun! We are all much more equipped than before!"

Larry

Associate Director of Sales

"The course last week was excellent, really really great for me just a few months into this world of sales. I have already been using some of the things you taught us and I have my first solo visit to a client next week and will definitely be starting the meeting with TRA!"

Sarah

Technical Sales Manager

"Pru's Sales Leadership Programme is insightful, well structured, and there is a story to give the real-world context for every example. You come wanting to put everything into action, but the course helps you to channel your enthusiasm and energy into some achievable short and medium-term goals. All in all, an incredibly valuable experience."

Phil

Research Sales Manager

Learn From The Best

Ever attended a commercial or sales training program but felt like the trainers don’t understand the nuances of your industry? Having had thriving careers in the science and technology industry, with decades in similar roles to you, as well as years of experience as successful sales coaches, you can be confident that our coaches know the ins and outs of your market.