Selling Through Distribution Partners

Channel your expertise with channel management training.

George James - What makes the perfect sales person-1

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.

Book your place now:

 

 

 

George James - OP - Mastering Channel Partner Management-1

 

Our in-person training will take place at:

Alderley Park, Congleton Rd, Alderley Edge, Macclesfield SK10 4TG

 

Training will run across the following dates:

Module 1 & 2 20th of May 2025

Module 3 & 4 21st of May 2025

With an optional, additional day:

Module 5 & 6 22nd of May 2025

 

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Full details on the course content can be found below. 

 

Our remote training will take place in September of 2025.

Module 1 3rd of September 2025
Module 2 10th of September 2025
Module 3 17th of September 2025
Module 4 24th of September 2025

With two additional, optional modules in October of 2025. 

Module 5 1st of October 2025
Module 6 8th of October 2025

How Does It Work? 

 

The training course consists of four or six modules and how you attend the course is totally up to you:

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. 

This course is perfect for full-time channel partner managers or direct salespeople with responsibility over distributors.

What will you 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 maximize 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. 


And so much more… 

Check out the full agenda and learning objectives below. 

"george james has a reputation in the scientific industry for their expertise in commercial training and deep understanding of the market – these are what led my management to recommend them. I’ve completed multiple trainings with george james, and every time, I walk away with frameworks and tools that immediately improve my work. I’ve used them in every meeting since my first course, and even passed them on to colleagues! Their training is practical, interactive, and tailored to our needs - even accommodating last-minute requests on the day!”
Faye Deakin
Analytik Jena

Program Agenda 

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

Optional: 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

Optional: 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 

 

When and where? 

 

In person 

The Selling Through Distribution Partners course is located at Alderley Park, Macclesfield, UK – within easy reach of the M6 and M56 motorway network and a thriving hub of scientific innovation.  

The training course is delivered over 2 days, with an optional 3rd day for those interested in advanced topics such as; business planning, coaching channel partners and running successful distributor meetings.  

Online  

For those who require more flexibility or are unable to attend in person, we also deliver the Selling Through Distribution Partners course remotely. The course is delivered in 4 distinct 3-hour remote sessions with 2 optional sessions covering the advanced topics listed above.  

We run the Selling Through Distribution Partners course multiple times throughout the year. Book now to find a location & date that suits your schedule.  

BOOK NOW

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!
 
 

Need more information?

If you have any questions, need more information, or would simply like to chat – we’d love to hear from you. 

CONTACT US

Meet the trainers

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Jonathan Cooper

 

Back in 1998, Jonathan Cooper co-founded george james ltd. with business partner Neil Burns. Now, Jonathan’s primary focus is the delivery of sales and commercially focused training, leadership development and one to one coaching and mentoring programs.  

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Pru Layton

 

Pru has dedicated over a decade to training, coaching and mentoring individuals and teams in the science and technology sector. Currently, she runs both the scheduled training courses and in-house tailored training programs as well as offers one-to-one coaching and mentoring. 

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Steve Vaughan

 

As a senior trainer, Steve runs both the scheduled training courses and tailored training programs covering all aspects of sales and sales leadership. Steve also provides one-to-one coaching. 

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Pascal Le Floch-Riche

 

Pascal runs both the scheduled training courses and in-house tailored training programs while delivering complementary individual coaching and mentoring in both French and English.

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Jayne Green

 

As a sales trainer and coach, Jayne takes a holistic approach that isn’t just about transferring knowledge but aims to foster a growth mindset and enable people to continually develop long after training has finished.

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Christian Walter

 

Christian runs both the open program and in-house tailored training programs and delivers individual coaching and mentoring in both German and English.

We know the ins and outs of the science and technology industry

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.

OUR PROFILES

Have a question about one of our services?

 

Not sold on sales training quite yet? If you want a little more information or just fancy a chat about our services, fill in the contact form or send us an email training@georgejamesltd.com and we’ll get right back to you. 


Or sometimes it’s easier to just pick up the phone and give us a call on:

+44 (0) 1697 744804

 

 

“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.”
Larry
Associate Director of Sales