Distribution-Channel Management - 2 days

Distribution/Channel Management

Background

Under the fierce competition, there are many companies to proceed the transformation of the sales team and distributors/dealers. Compare to the distributors/dealers, the internal sales team is relative easier to handle, if the goals, strategies and supports are right. There is very tough to deal with outside distributors or dealers. Distributors or dealers, they work for their own agenda or priority. Each distributor/dealer has their own opinion which worse the situation. However, distributors/dealers are the inevitable growth engine for most of the companies. That is always huge challenge for the ambitious companies. Those challenges are:

How to decide strategy for appropriate channel coverage?

How to search the good prospect distributor?

How to make a workable sales forecast?

How to recruit targeted prospect distributor?

How to generate the quick revenue after the contract signed?

How to enforce the distributors to make commitment on the request quota?

How to ask distributor to take action on those strategic action, which won’t make money in short term?

How to request distributors to improve their service level?

How to invite distributor to pay A/R on time?

How to motivate distributors to grow the sales in short period?

How to stop the channel conflict?

………

In this training program, start from the basic concept of distribution management with the tools, to lead the participants work on their own challenge, to design the workable systems and processes of the distribution management. The systems and processes should consider the current challenges and the future trend at the same time. The training program will help the participants to familiar with the materials and tools, to apply the learning to their own business practice, the reap the fruits from the nurturing on the distribution management.

There are 11 steps for the whole distribution management, which start from the corporate strategy, define the positioning from the market research, screen the prospect from the selection criteria, and search the prospect distributors, and make professional presentation, manage the activity for distributors’ performance, and motivation and management the grow and avoidance of the conflict.

Each company has different kinds of challenge, hence this program need certain level of customization. The content will be changed according to different participants. As the variety of the situation/challenge, which will make the program to be academic easily. As Vincent has more than 20 years of experience on channel management for various industries with prior interview with stakeholders, Vincent will adjust the content and tools to address the issues properly, to generate high training performance.

Learning Process

In the course, there will be involved with variety of activities to ensure the participants’ learning performance, the learning process as below:

The basic features and function of distributor

To understand how to select and recruit class a distributors

To manage distributors' business plan, objectives and performance

To learn how to evaluate the distributor with tools

To setup the process for the distribution management

Benefits

After the course, participants will learn:

How the distribution management works from the perspective of end buyers, distributors, and principles?

To learn how to decide and manage the channel coverage strategy

To have overview on the cycle of distribution management

To learn how the environment affect the distribution strategy

To identify the sources of prospect, and to recruit identified prospect distributors

To facilitate the revenue generation after the contract signed

To master the distributors’ performance, to push the revenue growth with plan

To motivate the distributor and manage the channel conflictDistribution/Channel Management

Module

Outline

Time (m)

Activity

Introduction

Opening by host

Ice breaking

Ground rules

Overview of the program

Activity: What is the challenge?

30

Lecture

Small game

Group discussion

Module 1

Key concept of distribution management

Objective: Introduction of the evolution of the distribution and the basic theory

what is channel

evolution of channel structure

the importance of distributor for end buyers

how to analyze the importance of principle for distributors

the selection criteria for the principle for distributors

to define the coverage guideline

he 11 steps to build distribution system

Activity: to define the practice of coverage guideline

90

Lecture

Demo

Group discussion and presentation

Tools: Channel Coverage Sheet

第二单元

Module 2

市场分析

Market analysis

Objective: Start from the market analysis and competition, to analyze the end buyer’s behavior, then the sales forecast

to analyze the market environment as the base for the distribution management

3 steps for the competition analysis

Consumer analysis

The difference between sales forecast and sales goal

Activity:

Market analysis, or

Analysis of the differentiation

120

Lecture

Demo

Group discussion and presentation

Tools: SWOT analysis

Module 3

selection and recruitment of distributors

Objective: to master the process of channel development

the reason of failed distribution management

to select the criteria for selection

the path to find potential distributor

5 steps to recruit

to prepare your policy for distributors

confirm the support from corporate

the presentation for the potential distributors

contracting and relationship building

Activity:

Selection criteria for distributor recruitment

To define the policy for distribution management

Role play for the presentation to potential distributor

180

Lecture

Demo

Group discussion and presentation

Tools:

Selection Criteria List

Channel Policy List

Module 4

manage the distributor

Objective: To master the distributors’ performance, to push the revenue growth with plan

basic concept

on boarding of the new distributor

5 ways to build the relationship

4 types of effective communication with distributors

to develop the Joint Business Plan, the process and practice

how to win the commitment from distributors

Activity:

Review the on boarding process

Role play for the dealer meeting

180

Lecture

Demo

Group discussion and presentation

Tools:

On boarding process

Meeting agenda

Module 5

channel conflict and incentive plan

Objective: To motivate the distributor and manage the channel conflict

management of channel conflict

motivation for distributors

Push strategy

Pull strategy

Activity:

Design your annual incentive program

180

Lecture

Demo

Group discussion and presentation

Tools:

Motivation list for distributors

Total training time

= C7+C6+C5+C4+C3+C2 \* MERGEFORMAT13:00Break time： 15 min per am/pm

Lunch hour：1 hour