Channel Management

Course

In London

£ 1,200 + VAT

Description

  • Type

    Course

  • Location

    London

  • Duration

    3 Days

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. Suitable for: Channel managers and anyone managing or actively selling through distributor networks. Sales Managers, Business Leaders, Strategists.

Important information

Documents

  • Course Outline

Facilities

Location

Start date

London
See map
Sullivan House, 4 Grosvenor Gardens, SW1W 0DH

Start date

On request

About this course

None

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Course programme

Channel Management

Distributor sales networks demand different approaches and controls from managing a traditional direct sales force. This course will ensure the channels you choose become a value-added asset to your total sales and marketing plan.
You'll develop a pragmatic, step-by-step process for selecting the right distributor for a given market. You†ll learn how your distributors measure profitability, allocate sales time and present themselves to the marketplace. You'll explore the criteria used by distributors to evaluate manufacturers.

Course Objectives

  • 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

Who Will the Course Benefit?
Channel managers and anyone managing or actively selling through distributor networks.

Course Duration
3 Days

Course Content

Day One
Strategic Issues in Distribution
Channel Selection and Development
- The role and functional use of distribution
- Alternatives in distribution structure
- When to use manufacturers†agents
-Â When to use distributors
-Â Stocking distributor vs. non-stocking distributor
-Â Types of distribution channel structure
- Market identification and channel analysis process
- Forecasting total market demand
Product Life Cycle and the Conditional Use of Distribution

-
Emerging markets and product technological shifts
- New product introductions
- Growth markets
- Mature and declining markets

Day Two
Distributor Interview, Selection and Set-up Process
- Analysis of the end-user requirements
- End-user interviews and focus groups
- The criteria for distributor selection
- Contacting potential distributors
- Interviewing potential distributors
- Determining market potential and distributor performance criteria
-Â Forecast data
-Â Negotiating the sales and marketing plan
-Â Setting the distributor performance requirement
-Â Establishing the advertising and promotion programme
-Â Establishing the lead generation and tracking process
-Â Establishing the marketing and sales planning review process
- Negotiating the inventory investment requirement
- Training the distributor sales force
- Start-up programme and market introduction

Day Three

- Key elements of constructing the distribution contract
- Duration
- Statement of geographical markets, industries and customer types
- Elements of exclusivity or non-exclusivity
- Products or services to be sold
- Kind and amount of marketing effort
- Policy statements on:
-Â Channel conflicts
-Â Competing lines
-Â National accounts
- Sales volume requirements
- Incentive, bonus and commission structure
- Statement of permanence of relationship
- Sales policies
- Warranties and guarantees
- Special rights
- Termination
Strategies for Improving Product Returns and Distributor GMROI
- Inventory mix and management
- JIT programmes
- Pricing structures
- Calculating GMROI rather than ROI
- The value of dating programmes
- The value of discounts
- Developing a profit improvement plan

Managing A Multi-channel Distribution Network
- Why use a multi-channel network?
- Dealing with the problem of channel conflicts
- Case examples on multi-channel networks
Legal Considerations under Current EU Regulations

Channel Management

£ 1,200 + VAT