What Are The 5 Stages Of A Channel Conflict?

Channel conflict invariably happens at some point, especially if there are too many channel vendors promoting the same product or service. Even when all channel partners get along well and cooperate as a team, there will be the occasional channel conflict that is bound to happen.

Due to this inevitability, the channel captain and all the channel members must understand the stages of channel conflict in order to aid or minimize these from happening or resolve issues in a way that works best for all channel partners.

Here are the five stages:

1. Latent Conflict

In this stage, channel partners have diverse values, personalities, ideas and needs. These factors can create instances of disagreement or even contradicting thoughts and actions. Although this is not the problem unless something happens to show these differences.

Some examples include inconsistent roles, conflicting goals, a cry for independence, and the rivalry on limited resources.

2. Perceived Conflict

This stage may not necessarily have gone through the first stage, but still developed into one. In this case, a channel vendor thinks that other vendors or channel members will hinder his/her goals. So, how does it skip the first stage and become a stage 2 channel conflict? When there is a misunderstanding of either channel vendor’s position. To resolve this, proactive communication between these parties involved is the key.

3. Felt Conflict

It’s at this stage that the channel conflict becomes worse than just being a misunderstanding since it has become apparent already. In an effort to remedy this, both channel vendors may try to ask other channel members to mediate. Unfortunately, it only increased the tension as some intermediary partners lean on one vendor over the other. As a result, even the channel partner acting as a mediator suddenly views the other as the adversary.

4. Manifest Conflict

The fourth stage of channel conflict shows that the two conflicting channel partners have developed strong emotions that pushed them to act rashly. In turn, this provokes the other partner to respond often in a negative way. Usual responses include apathy, open aggression, withdrawal, and sabotage. Luckily, violence in channel conflicts very rarely happens. Even when either party is pushed beyond limits, channel partners tend to express displeasure and animosity in less violent ways.

5. Conflict Aftermath

Depending on how the channel conflict is resolved, this stage can have a positive or negative effect on the channel and not just the two opposing channel members. If this was resolved in a way that is pleasing to all channel parties involved, this channel conflict gives a positive impact as both vendors will surely have devised a better cooperation plan. Ultimately, this will result in more growth and success for both parties.

On the other hand, if the channel conflict was not properly addressed to the satisfaction of all participants, this can become aggravated and may explode to seriously impact the channel members and the whole channel. So, if you are the channel captain, do your best to resolve this conflict instead of just settling for suppressing it. This way, your channel is united in promoting the growth and success of the channel and those of all the channel partners.

All in all, a channel that works together, succeeds together. That is why you joined the channel in the first place, isn’t it?

If you are looking to join a channel that supports the growth and success of its channel members, join the Forzadash community and get to know its trustworthy channel vendors. Reserve a slot to meet us here today.

ForzaDash features an article about managing channel conflict. Check it out here.