5 Blind Spots in Sales Channel Design (and How to Fix Them)
OVER-RELIANCE ON ONE CHANNEL
- Many businesses lean too heavily on general trade
or one distributor. - Risk: high dependency + limited control.
Fix: Build a balanced channel mix (GT + MT + e-comm + digital-first retailers).
IGNORING COST-TOSERVE
- Sales may grow, but profits shrink if distribution is
inefficient. - Last mile costs often go unnoticed until margins
erode.
Fix: Map cost-to-serve per channel/SKU and cut unprofitable routes.
IGNORING COST-TOSERVE
- Sales may grow, but profits shrink if distribution is
inefficient. - Last mile costs often go unnoticed until margins
erode.
Fix: Map cost-to-serve per channel/SKU and cut unprofitable routes.
MISALIGNED INCENTIVES
- Sales targets vs. supply chain vs. finance =
constant friction. - Channel partners push volume, not necessarily
value.
Fix: Create aligned scorecards across sales, supply & finance → reward profitable growth, not just top-line.
UNDERESTIMATING TIER 2/3 OPPORTUNITY
- 400+ million consumers live outside metros.
- Brands often design channels for metros, not for Bharat.
Fix: Invest in hub-and-spoke distributor models + vernacular first selling tools.
UNDERESTIMATING TIER 2/3 OPPORTUNITY
- 400+ million consumers live outside metros.
- Brands often design channels for metros, not for Bharat.
Fix: Invest in hub-and-spoke distributor models + vernacular first selling tools.
NO DIGITAL LAYER IN CHANNEL DESIGN
- Still treating distributors as offline-only.
- Missing data visibility, credit tracking, and order efficiency.
Fix: Add a digital backbone → distributor apps, WhatsApp ordering, and CRM dashboards.
WINNING CHANNEL DESIGN = GROWTH + PROFITABILITY + RESILIENCE.
It’s not just about sales reach, it’s about smart reach.
ZA Consulting helps indian businesses design smarter, future-ready sales channels.