Channel Management

Course Overview

Distributor sales networks demand different approaches and controls from managing a traditional direct sales force. This intensive course will help you better understand the dynamics of designing and managing an effective channel marketing programme.

You will develop a pragmatic, step-by-step process for selecting the right distributor for a given market. You will learn how your distributors measure profitability, allocate sales time and present themselves to the marketplace. You will also explore the criteria used by distributors to evaluate manufacturers. This course will ensure the channels you choose become a value-added asset to your total sales and marketing plan.

Audience

Channel Managers and anyone managing or actively selling through distributor networks.

Skills Gained

• Write and negotiate your distributor sales agreement and policy statements
• Provide the support required by your distributors
• Avoid sales channel conflicts
• Design and present effective distributor sales meetings
• Develop and enhance your day-to-day distributor relationship
• Assess the ability of present and alternative channels to deliver your company's objectives
• Identify the role of the direct salesforce in managing the channel network and in key account sales
• Identify the business priorities of the independent distributor

Course Outline

• Strategic issues in distribution channel selection and development
• Product life cycle and the conditional use of distribution
• Distributor interview, selection and set-up process
• Key elements of constructing the distribution contract
• Strategies for improving product returns and distributor GMROI
• Legal considerations under current EU regulations
• Competing for a greater share of distributor sales time