Managing a Distribution Sales Network

Length: 3 days

Reduce unnecessary conflict...expand market penetration...boost sales and profits...cut costs!

Can an improved distributor network help your company meet its goals? Yes! It’s all a matter of learning how to design, build and manage stronger working relationships with distributors and resellers. Specify who does what, use your critical tools, reduce the right costs, and provide an established marketplace, sales force and customer base.

Who should attend?

Sales and marketing executives and directors, national and regional sales managers, directors of reseller marketing, district and area sales managers and product managers.

How You Will Benefit:

·         Choose the right distributor for your market needs

·         Effectively negotiate distributors’ investment in your service or proposition

·         Develop advisory groups and training resource that get your sales force, manufacturers’ agents and distributors to work together

·         Determine how many channels/tiers of distribution you really need

·         Legally manage your distributors’ market areas

·         Design and negotiate your Distributor Sales Agreement so all parties are satisfied

·         Devise a distributor marketing plan that’s equitable, uniformly implemented, and clearly outlines requirements, responsibilities, objectives and controls

·         Identify the characteristics of superior channel management

What You Will Cover:

·         The role of distributors in sales channels

·         Understanding the complexity and business issues of being a distributor

·         Defining key programs that will motivate your distributor

·         Identifying a framework of your policies

·         E-commerce: a threat or a boon?

·         Developing and using appropriate performance measures

Extended/Detailed Seminar Outline

Learning Objectives

·         Choose the Right Distributor for Your Market Needs

·         Effectively Negotiate Distributors' Investment in Your Inventory

·         Develop Advisory Councils and Training Efforts That Get Your Sales Force, Manufacturers' Agents and Distributors to Work Together

·         Determine How Many Channels/Tiers of Distribution You Really Need

·         Legally Manage Your Distributors' Market Areas

·         Design and Negotiate Your Distributor Sales Agreement So All Parties Are Satisfied

·         Devise a Distributor Marketing Plan That’s Equitable, Uniformly Implemented, and Clearly Outlines Requirements, Responsibilities, Objectives, and Controls

·         Identify the Characteristics of Superior Channel Management

Sales Channel Options

·         Define the Role of Distributors in Sales Channels

·         Understand the Different Sales Channel Options

·         Understand the Sales Channels of Other Participants

Understanding Your Distributors

·         Understand the Complexity and Business Issues of Being a Distributor

·         Profile Your Distributors and Key Personnel

Motivating Your Distributors

·         Describe the Characteristics of Superior Sales Channel Management

·         Explain the Factors That De-motivate Distributors

·         Define Key Programs That Will Motivate Your Distributors

Distributor Policies

·         Summarise the Policies of Complementary and Competitive Suppliers

·         Define a Framework of Your Policies

·         Identify Conflicts within Your Policies

·         Identify Which Policies Need to Be Revised

·         Understand Why Most Policies Have Appropriate Exceptions

e-Commerce

·         Define the Primary Threats Internet Based e-Commerce Poses to Your Business

·         Understand Your Options

Evaluating Distributors

·         Define Your Distributor Expectations

·         Develop and Use Appropriate Performance Measures

·         Terminate an Unsatisfactory Distributor

Legal Considerations

·         Understand the Primary Laws Impacting Distributors

·         Understand the Legal Issues in Relation to Exclusivity, Restricting Selling of Competing Lines, and Pricing

·         Understand the Importance of Not Cooperating with Competitors

Appointing New Distributors

·         Define Your Profile for Potential New Distributors

·         Understand How to Locate Potential Distributors

·         Understand the Key Elements to Be Included in Distributor Contracts

·         Define and Implement a New Distributor Start-up Plan

Training Issues

·         Understand Training Options and Their Relative Merits

·         Define Training Needs

·         Define Do’s and Don'ts of Distributor Training