Abstract Distribution channel decisions are among the most important decisions that management faces today, as a result, this study aimed to empirically investigate the effects of distribution channel management on the sales performance of Ethio Telecom North Western region from six channel management components namely: channel communication, channel motivation, channel regulation, channel commitment, channel cooperation and channel conflict. A theoretical framework was used as a guideline to test the effect of these variables on sales performance from the relevant literatures. Stratified sampling technique was employed and a sample of 340 channel members was used to collect the data. However, only 312 channel members responded to the questionnaires and hence, the response rate was 91.76 %. Besides, descriptive statistical tools like percentage, mean and standard deviation were used to illustrate the demographic characteristics of the respondents. Inferential statistical methods like those that correlation analysis was used to assess the relationship between distribution channel management components and sales performance. Multiple linear regression analysis was also employed to examine the influence of channel management on sales performance by using primary data collected through five scale Likert questionnaires. Based on the findings of the study, all distribution channel management components have a positive correlation with sales performance. The multiple linear regression analysis result revealed that all explanatory variables have an impact on sales performance. This indicated that distribution channel management determines the sales performance of Ethio Telecom. Therefore, Ethio Telecom should implement distribution channel management approaches appropriately and continuously as an indispensable tool to build long lasting relationships with the channel members to achieve and maintain sustainable sales performance.