Onemata University

Channel K represents the people you already know or that exist within your network. These are the folks you work with or have worked with in the past, vendors, college connections, perhaps a customer or someone you met at an industry function. 

These people don't even know you exist - yet. You'll be pursuing them with a direct sales channel, and your efforts will likely be supported by marketing and industry events. This is where cold calls and emails come in too.

This involves creating content that appeals to the right people. There's a huge perk to creating a healthy inbound channel. It's everywhere and always open. There are no office hours to worry about or best times of the day to publish content.

Companies have problems to solve. They may have a problem now or a future problem, or they may even be in crisis mode. These are what we call sales motivation states.

Once we understand the problem and what the client seeks to have happen from having the problem solved, we now have an opportunity to assume the responsibility for solving the problem on behalf of our client. It is a subtle but powerful shift in perspective and accountability.

Your job and your employees’ job is to understand the problem and the outcome your customer desires and then to take responsibility for (1) solving the problem and (2) the outcome.