Ian Altman discusses the common oversights in channel sales teams, emphasizing that top performers excel in sales skills rather than product knowledge. He suggests that product launches should focus on market demand, problem-solving, and customer needs rather than just features. Altman recommends gathering feedback on sales challenges, preparing responses to objections like price, and using role-play scenarios to enhance sales techniques. He also stresses the importance of ongoing education and connectivity through platforms like Zoom or Google Meet to reinforce learning and maintain team engagement.

Biggest Mistakes

• Spending too much time talking about features and benefits of new products
• Focusing solely on product knowledge instead of sales skills
• Not explaining the demand in the marketplace that prompted the creation of new products
• What can the company do to reduce friction and make it easier to do business with compared to other brands?

Best Practices

• Focus on solving client problems rather than extensive product knowledge
• Have product managers explain why the product was introduced and what problem it solves
• Discuss how new products make customers' lives better and reduce risks
• Solicit information from attendees about where deals are getting stuck
• Create role-play scenarios to model great conversations and outreach techniques
• Ensure attendees leave with actionable plans and set up mechanisms for ongoing engagement