The Best Sales Channel Strategy for Home Product Manufacturers

Nov 25, 2024 | Marketing

Want to create a sales channel strategy that actually works? From dealer networks & marketing to digital channels, here’s how manufacturers can sell smarter.

Getting your home products seen—and sold—doesn’t just happen. If you’re in home product manufacturing, a strong sales channel strategy will be your secret to success.

The right sales channel strategy can connect you to your customers in the most efficient, scalable ways possible.

Whether it’s going direct-to-consumer, teaming up with distributors or dealers, or exploring digital sales channels, finding the right mix is what helps you move from just “existing” to really killing it in the market.

If your business is already humming along thanks to your current sales channel partners, hold tight—you’ll find plenty of valuable insights here to take things further.

And if you’re just starting out or working with a few dealers, let’s build a sales channel strategy that truly fits your products and target market, setting you up for serious growth.

Finding Your Fit:
Which Channel Sales Strategy Makes Sense?

Not every product—and definitely not every manufacturer—fits perfectly into a single channel. It’s about choosing what plays to your brand’s strengths, goals, and quirks. Here’s a closer look at some options.

Direct-to-Consumer (D2C)

Going D2C means complete control over your brand story, customer data, and experience. For small brands wanting a direct connection with their buyers, D2C can be a powerful way to own the customer journey from start to finish.

Just remember, going D2C means you’re in charge of both marketing and sales. That includes running campaigns, setting up automations, and staying on top of your sales pipelines.

But the payoff? A close relationship with your customers and full ownership of the brand experience.

For example, a small furniture brand might find D2C a great fit, allowing them to communicate their unique story directly without a middleman.

Distributors, Dealers & Retailers

If scale’s your game, distributors get you there. They’re all about covering larger areas and moving higher volumes.

Dealers, on the other hand, are perfect for products that benefit from local support and hands-on selling. Distributors may dominate bulk and logistics, while dealers become trusted local experts on your brand.

Retailers maximize product visibility with consumers, and is a good fit for products that benefit from being touched or tested – like home furnishings or products that offer uncommon features.

For example, a flooring brand could use distributors to reach multiple regions; a high-end lighting manufacturer might stick with select dealers for a premium, curated experience; and a sustainable sofa manufacturer might choose retailers so customers can feel the recycled materials used in their products.

Wholesale & B2B Sales

Selling to other businesses, whether through wholesale or B2B, is relationship-driven. Wholesalers handle larger orders and are often repeat buyers, so having a channel partner relationship they trust is everything.

Here, your sales reps make all the difference, ready to handle big-picture questions or specific product needs. B2B customers are more than just buyers—they’re partners who value clear support throughout the sales process.

Imagine a lighting manufacturer who supplies to hotels and contractors. They’re not just selling products. They’re building a reliable partnership with a customer who depends on their consistency.

E-commerce Platforms

Going online with your own e-commerce website and e-commerce marketplaces like Amazon and eBay opens up direct sales without heavy infrastructure costs.

Take an affordable kitchenware brand, for instance. They can sell on Amazon, reaching a massive customer base with very little effort needed to set up the sales channel.

How to Keep Channel Sales Partners in Your Corner with Co-Marketing Strategies

Once you’ve got your channels mapped out, the real work is making sure your channel partners have what they need to succeed. Here’s how to keep those relationships strong:

Training & Education

Sales reps only spend about two hours a day actively selling due to other tasks, so try to make their selling lives easier by getting them up to speed.

For example, new products will mean new selling points. Offer training in-person or online that lets your partners speak confidently about your home products.

Think of an eco-friendly window manufacturer that offers webinars to help sales reps understand the unique benefits—this knowledge can be the difference between a missed sale and a loyal customer.

You can go even further by keeping their product pages and promotions current. SaaS tools like Peratomic make this easy and affordable, helping partners stay up-to-date and keeping customers well-informed.

Imagine that same window manufacturer sharing an updated spec sheet or demo video across all partner sites in minutes. With everyone on the same page, you’re giving customers a seamless, accurate experience while making life easier for your partners. Everyone wins.

Joint Marketing Efforts

Helping with marketing isn’t just about sending a logo or tagline. Consider partnering on a few marketing campaigns with your key distributors or hosting product demos with your top dealers.

Digital marketing support can include creating co-branded assets, SEO-optimized blogs, or even social content that both of you can share.

For instance, a premium countertop company might create social media kits for dealers, helping them promote products directly to their audiences.

Need marketing strategy tips?
Check out “The Only Digital Marketing Plan Template You Need for 2025”.

Bottom line? Do the heavy lifting for your sales partners and they’ll do a better job on the marketing side of things.

Get Their Feedback

Your partners are your eyes and ears on the ground. By listening to their insights, you gain valuable feedback that can help you tweak your sales process. Check in regularly and treat it as a two-way relationship—if they succeed, so do you.

What to Consider as You Scale for Smooth Channel Partnerships

Expanding your channel sales program means managing logistics and legalities with care. A little planning now can save major headaches later. Here’s what to consider as you start scaling up:

Clear Contracts

Set terms for pricing, exclusivity, and geography early on to avoid any surprises. This clarity ensures everyone’s on the same page and makes expansion smoother down the road.

Flexible Inventory Support

Different channels come with different expectations. Distributors often prefer bulk shipments, while dealers may request smaller, more frequent deliveries. Keeping it flexible will help you better serve each partner’s needs.

Stay Compliant

When managing multiple channels, make sure your pricing and terms align with industry regulations. This is where your legal team comes in, helping you avoid issues before they crop up.

Your next step…

Ready to Make Your Channel Strategy Work Harder?

Finding the right balance of sales channels is all about building a flexible, scalable approach. From affiliate partners to direct sales channels, your strategy’s success is determined by the strength of your connections and adaptability.
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At Perk Brands, we understand the ins and outs of manufacturer marketing. Whether you’re refining an existing strategy or branching out into new sales channels, our team can help make sure every part of your marketing is set up to deliver results.

Ready to get started? Reach out. Let’s build a strategy that helps you connect with customers and grow your home manufacturing business the smart way.