Channel Control

If you're a business owner, you know how important it is to have control over your sales and marketing channels. Channel control refers to the management of your sales channels, including ownership, pricing, brand identity, product positioning, and exclusivity. With effective channel control, you can ensure that your brand is represented in the best possible light and that your products are positioned for maximum success.

What is Channel Control?

Channel control refers to the ability to manage and direct the sales channels through which your products are sold. This includes everything from owning your own stores or websites to working with third-party retailers or distributors. Effective channel control involves setting pricing, managing brand identity and product positioning, and ensuring exclusivity where appropriate.

Why is Channel Control Important?

Having control over your sales channels is critical for maintaining consistent branding and messaging across all platforms. Without proper channel control, your brand could be misrepresented or diluted, which can hurt your bottom line. Additionally, effective channel control allows you to position your products at the right price points and in the right markets to maximize success.

How Do You Implement Channel Control?

Implementing channel control involves establishing ownership of your sales channels, setting pricing strategies that align with your brand, developing a strong brand identity that resonates with customers, positioning your products effectively in the marketplace, and ensuring that exclusivity agreements are in place where appropriate.

What Are the Benefits of Effective Channel Control?

Effective channel control can lead to increased profitability by helping you sell more products at higher prices. It also allows you to maintain consistent branding across all channels, which builds trust with customers and helps drive repeat business. Additionally, strong channel control can help you gain a competitive edge by positioning your products effectively in the marketplace.

What Are Some Examples of Good Channel Control?

Some examples of good channel control include Apple's strict pricing policies for its products, Nike's strong brand identity and exclusive partnerships with certain retailers, and Amazon's ownership of its own distribution channels. These companies have all effectively managed their sales channels to position their products for maximum success.

How Can You Improve Your Channel Control?

To improve your channel control, start by conducting a thorough analysis of your current sales channels and identifying areas where you can tighten up your control. This might involve renegotiating pricing agreements with third-party retailers, developing more targeted marketing campaigns, or investing in your own sales channels. Additionally, consider working with a consultant or expert in channel management to get additional guidance and support.

So if you're serious about growing your business and increasing profitability, it's time to take control of your sales channels. With effective channel control, you can position your products for maximum success and build a strong, sustainable brand that lasts for years to come.


  1. "Channel Sales Management: The Core Competence of the New Economy", by Julie Lellis and Kristin Wemmerus
  2. "Channel Marketing: Building Successful Partner Channels", by Susan Ramonat
  3. "The Complete Guide to Channel Management", by David A. Brock
  4. "Effective Channel Management for B2B Marketers", by Kevin Joyce
  5. "Channel Strategies and Marketing Mix in the Digital Age", edited by Venkatesh Shankar
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