Communications Planning: Most of the communications that channel reps receive from channel managers are impersonal orders - 'do this' and 'don't forget that'. Melissa Fruend, Vice President of Channel Loyalty Solutions at Maritz, suggests that channel communications can be strategically leveraged for maximum results. By improving the quality of channel communications, and integrating incentives campaigns, brand loyalty and equity can be increased with every distributor, similar to customer experience.

Brilliant, right? But it sounds complicated... No more complicated than your channel management program already is. Just planned better.

Open the Door: Let reps know your door is always open to their comments and suggestions. They know what works in their stores. Just one insight can make a huge difference in sales, even when product is selling well. That intelligence could also be potentially transferred to other distributors.

Newsletter: Increase distributors' familiarity with your channel managers and internal brand by sharing valuable tips with them each month, encouraging them to do the same with you. They are extensions of your brand family, and should feel that connection with you.

One Question vs. Surveys: While I'm a planner, not a channel manager, I wonder if distributors are simply asked "Why?" when a product isn't selling. If you've established a respectful relationship with your distributors, just asking them why product's not selling, and what would serve their customers better, should alleviate the necessity to develop and administer a survey. Asking one question per month, in addition to encouraging comments and suggestions, can increase intelligence, the quality of insights, as well as distributor relationships, experience and loyalty.

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