Channel Management

Course Overview

The differing objectives of manufacturers and intermediaries must be recognised to avoid conflict. Selecting the most appropriate distribution channel, its members and getting them to work with the principal organisation are key issues in selling through third parties profitably.

Audience

Managers and staff involved in the selection, motivation, evaluation and management of channel partners.

Skills Gained

Your organisation will benefit by:

• Encouraging staff to adopt a more structured approach to the organisation of channel sales
• Developing a more disciplined relationship with it's channel partners
• Getting more sales, margin and co-operation from it's channel partners by using the latest management thinking
• Begin to develop a channel marketing plan outlining requirements, responsibilities and objectives

You will be able to identify characteristics of superior channel management and match your present role against latest channel thinking and "world class" organisations. You will gain a better understanding of the different objectives of the stakeholders in the distribution channel and be able to motivate, evaluate and manage the performance of channel members.

Course Outline

• Identify key issues involved in channel development
• Take advantage of the selling process to channel members
• Handle joint selling approaches
• Understand the differing types of channel
• Use developments in supply chain management
• Determine selection criteria for channel partners using templates
• Build a partnership and get more co-operation from channel partners
• Set customer service standards
• Motivate channel partners
• Develop clear account plans for partners
• Evaluate, using reporting and feedback standards
• Agree and assess the performance criteria for channel partners
• Set ground rules and disciplines for your relationships with channel partners