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The role of a Channel Manager is to control the sales activities of a company through its network of dealers, distributors or resellers in order to achieve revenue, expense and sales targets. The position is well suited to individuals who have excellent planning, time management, diplomacy and negotiating skills.

Duties & Responsibilities

  • Work closely with third parties to ensure the nationwide sales of company products
  • Determine price and volume discount policies within the channel
  • Control and motivate sales teams to meet targets through the dealer / distributor network
  • Service key accounts, negotiate major deals and maintain key customer contacts at senior levels
  • Provide input to forecasting and setting sales and expense budgets for the dealer network
  • Monitor and report on competitors' sales and product strategies
  • Provide product training to channel partners
  • Provide technical support for major sales


  • Defining and executing partners' sales plans
  • Proven success in prospecting, building a pipeline, moving opportunities through the sales cycle, proposing, presenting and discussing with C-level and other decision-makers
  • Proven ability to manage multiple channel partners in the associated industry
  • Excellent presentational, verbal and written communication skills
  • Ability to work effectively as part of a team
  • Outstanding interpersonal and relationship management skills are essential

Qualifications & Experience

Minimum of  5 - 10 years sales experience (including channel sales) with relevant tertiary qualifications.

Career Path

Channel Managers can move into more senior roles such as State Sales Manager or Territory Manager. These roles focus less on client liaison and more on motivating a team of sales representatives, guiding them in the development of sales strategies, and ensuring they meet target. Others move into recruitment, consulting or training positions.

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