Channel Management

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Course Overview

The differing objectives of manufacturers, distributors and other intermediaries must be recognised to avoid conflict and achieve organisational goals. Channel management is receiving an increasing amount of attention as organisations realise that selecting the most appropriate distribution channels and motivating channel partners effectively are key issues in selling profitably through third parties. The problems and opportunities are becoming more complex as the range of channel types available to organisations increases. Information technology and the internet in particular are changing the channel picture.

It is essential for any organisation involved in the selection and management of channel partners to know how to build and manage effective working relationships that build trust, add value and avoid conflict and add value.

Audience

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

Skills Gained

Benefits for your organisation:

Staff will adopt a more structured approach to the organisation of channel sales and be better positioned to build a disciplined relationship with channel partners. Using the latest management thinking, and through starting to develop a structured channel marketing plan, organisations should start to see an increase in sales, margin and co-operation from channel partners.

Benefits for you as an individual:

You will benefit from being able to match your present role against the latest channel management thinking and that of 'world class' organisations. You will also learn how to identify the characteristics of superior channel management and be able to motivate, evaluate and manage the performance of channel members for effectively.

You will learn how to:

• Identify key issues involved in channel development
• Take advantage of the selling process to channel partners
• 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 channel partner relationships

Course Outline

• Understanding the psychology of the relationship between channel stakeholders
• Identifying the needs of channel members and customers
• Recognising the benefits and pitfalls of a multi-channel strategy
• Identification of selection criteria for potential channel partners and applying weightings according to importance
• Motivating the channel partner, the organisation and staff
• Using push and pull marketing communications within the channel
• Developing and agreeing an account plan with major partners
• Evaluating and managing your channel partners
• Pre and post learning support:
• A reading list will be provided for private study

To take away from the course:

• A formal template for selection of channel partners
• Practical ideas to use to improve the performance of the selected channels

Channel Management / 0075