interactions with many organisations across business
sectors, I am frequently asked, " Sanjay,
Do you know any good sales - marketing person
- We need to staff our sales organisation urgently.
- It has now become very difficult to get the
- We are facing problems to attract & retain
experienced Senior managers.
unprecedented growth in Indian economy, has attracted
number of competitors to the market. The present
competitors & the new ones' are looking for
experienced (& fresh) sales staff across the
organisation hierarchy. This has put extreme pressure
on the management to retain the present staff.
Similarly the employees are also looking at 'enriching'
their career (& life !) by shifting to different
in this challenging HR situation what can an organisation
may appear bold (& ridiculous to some !) to
think of asking someone else outside the organisation
to handle 'Sales'. However if you observe carefully,
for the past century 'outsourcing' is being done
by virtue of appointing of Channel partners (
also called as dealers, distributors & value
added resellers etc).
the current challenging HR scenario, sales outsourcing
by developing 'Channel Partners' gains an unprecedented
importance for survival & growth of an organisation.
major advantages offered by channel partner is
the possibility of consistent business growth,
independent of manpower 'issues' at the parent
organisation. The channel partner earns only from
the business he generates unlike organisation
employees, who earn major part of their salary
irrespective of quantum business they bring.
have observed, organisations having well designed
Channel management processes, especially in identifying,
managing & motivating channel partners have
reaped excellent benefits. And have been largely
immune to the manpower turnover.
typical activities in Sales-Marketing (& Post
sales ) process which can be 'outsourced' are;
* Enquiry generation.
* Enquiry qualification.
* Submitting sales proposals.
* Sales negotiations.
* Order booking & execution.
* Erection & commissioning.
* After sales services & spares.
* Annual maintenance contracts & emergency
* Exploring cross-selling opportunities.
Some of the channel partners may handle all the
aforesaid activities or selected few depending
on the organisations' 'comfort' & capability.
the present acute sales - marketing manpower needs,
outsourcing by virtue of developing 'right' channel
partners is one of the key initiative for survival
& growth. The organisations who never thought
of 'outsourcing' the sales, considering it being
too holy to be outsourced, can break down the
entire sales process& look at the those activities
with which they would be comfortable to be done
by person outside the organisation. This will
help them to understand how channel management
can work for them & workout a plan to progressively
outsource the entire process.
in case of any successful outsourcing, the crucial
success factors are; establishing transparent
management process with a set operating, performance
& review parameters.