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

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