Channel Management

Selecting the most appropriate distribution channels and motivating channel partners are key factors in selling profitably through third parties. It is essential for any organisation involved in the selection and management of channel partners to know how to build and manage effective working relationships that build trust, add value and avoid conflict .

You will benefit from being able to match your present role against the latest channel management thinking and that of ‘world class’ organisations. You will also learn how to identify the characteristics of superior channels and be able to motivate, evaluate and manage the performance of channel members.

Staff will adopt a more structured approach to the organisation of channel sales and be better positioned to build a disciplined relationship with channel partners. Using the latest management thinking, and developing a structured channel marketing plan, organisations should begin to see an increase in sales, margin and co-operation from channel partners.

Managers and staff involved in the selection, motivation, evaluation and management of channel partners.

• Understanding the psychology of the relationship between channel stakeholders.
• Identifying the needs of channel members and customers.
• Recognising the benefits and pitfalls of a multi-channel strategy.
• Identification of selection criteria for potential channel partners and applying weightings according to importance.
• Motivating the channel partner, the organisation and staff.
• Using push and pull marketing communications within the channel.
• Developing and agreeing an account plan with major partners.
• Evaluating and managing your channel partners.
  

The workshop delivery style is participative and gets delegates involved in discussing channel issues. Delegates will have the opportunity to analyse their own particular experience, develop real selection templates and understand how to motivate their distributor contact practically.