As a salesperson and sales executive for the past 30 years, I’ve seen great salespeople do wonderful things. I’ve observed how one person could exceed their sales targets consistently while others with the same product would struggle. During my own career as a field salesperson, sales team leader, and company president (actually a combination of all three), I’ve worked the sales process daily and have experienced nearly every example within this context learning from my mistakes along the way.

Can a dealer or integrator play a significant role in building the brand of a manufacturer? Think about it. Brand building is a function of products, people, services, support and customers. Channel partners are a huge part of the brand.