Outside distributors can give you instant access to markets that might be costly, time-consuming, or even impossible to reach with a direct sales force. But along with its benefits, external distribution poses some challenges. Effective salespeople are "optimizing engines." For multi-line distributors, that may mean that if they have products that are easier to sell than yours, that may be where they focus their energy. In other words, if you want distributors to sell your product, you should make it as easy as possible to sell.

Of course this means having a competitive product, properly priced, effectively delivered, and well supported—all of the same challenges you would face using a direct sales force. And you have to make sure that reps are well compensated, but compensation only goes so far in making up for a difficult sale. In many cases, excellent marketing support may be one of the most cost-effective ways to boost sales through outside distribution channels.

That means good outreach to prospective buyers, effective collateral that tracks with the steps in your sales cycle, and an effective web presence. In short, it means off-loading as much of the process as possible to marketing and allowing sales staff to focus on the individualized aspects of selling and closing sales.