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Selling & Marketing Through Distributors: Structure & Infrastructure
 

~ Sample program outline - for complete details see Channel & Partner Education Curriculum ~

A professional, in-depth approach to establishing, maintaining and managing profitable distribution channels - with partners: distributors, OEMs, VARs, agents, direct operations and others.

This course will help you reduce your selling costs and selling time, spread your company's risk and increase its revenue by marketing successfully through distribution channels.

Target Group

  • All managers responsible for distribution: appointing, supervising and managing distribution channels and partners at all levels

Duration

  • A 5-Day program with 6-8 contact hours per day

Method

  • Highly participative and practical setting utilizing case studies, work groups and exercises

Course Contents

1. Marketing management & distribution

  • Internal and external concerns
  • Target markets
  • Channel readiness

2. Marketing channels & structures

  • Channel functions, pros and cons
  • Marketing channels audit
  • Types of channel flow
  • Balance of power in the channel

3. Partner selection - determining the best channels and partners for the manufacturer

  • Obtaining the necessary information before establishing the distribution channels and agreements
  • Marketing and local buying behavior
  • Foreign and domestic environment

4. Partner search

  • Search techniques
  • Identification and selection procedures

5. Initiating the association and establishing the agreement with the partner

  • Rules of the game
  • Agreement - commitment and contract
  • Contract - important considerations, examples, national and international
  • Content - performance expectations, limitations, legal requirements, etc.
  • Pricing: to distributor and end-user
  • Payment - for you and your distributor
  • Statement of company sales policy

6. Making the relationship work

  • Integrating mutual objectives & strategies
  • Strengths & weaknesses of partners
  • Management attitudes towards partners
  • How to get your partner to emphasize your product line
  • Establishing a positive working relationship
  • Motivational methods and incentives
  • Providing effective means of communication and reporting
  • The partner / channel manager - negotiator and motivator

7. Strategy for increased channel sales

  • Marketing with partners
  • Advertising through partners
  • Monitoring effectiveness of activities
  • Defining goals for promotions
  • Activating & following-up of promotions

8. Evaluation of the relationship

  • What is expected from the partner
  • Evaluating performance of the partners and their activities

9. Changing & Terminating a Relationship

  • What to be aware of
  • What to avoid
 
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