Effectively managing your important channels is one of the most critical functions in today’s global business relationships. Distribution channel management involves not just getting the products or services to the customer; like all elements of marketing and operations - it offers numerous chances to improve revenue and expand sales penetration.

Businesses that understand how to manage these relationships can benefit from increasing channel sales, active channel participation, and building long lasting collaborative business relationships. However, formulating innovative distributions strategies, managing distribution channels relationship, and motivating distributors partner effectively is no simple task.

This Strategic Channel Management Training course will open up your mind to the new thinking to enable you to maximise the ROI brought by your distribution channels. The programme puts great emphasis on learning from successful case studies from other industries.

You will develop a common strategic framework to define the expectations and outcomes, formulate channel strategy through holistic strategic marketing planning and analysis, develop a right marketing communications approach, improve communications skills to create a two-way dialogue that leads to trust, learn how to negotiate win-win outcomes when channel partners are in disagreement, and evaluating your channel effectiveness in terms of financial performance. You will walk away with critical thinking perspectives required to optimise your competitive advantage.

Course Outline

5 days course

Day 1
Day 2
Day 3
Day 4
Day 5

Setting the stage for the workshop- Let’s get started

Unveiling the psychology of relationship with distributors and channel partners
Understanding your reputation and image in front of channels
Keeping in mind your goal and the market needs when reviewing distribution channel strategy
Setting ground rules and disciplines for your relationships with channel partners while allowing flexibility in term of operation and selling

Formulating channel strategy through strategic marketing planning and analysis

Defining a marketing orientation around the wants and needs of the target market
Auditing current position via PEST (Political, Economic, Social, and Technological) and SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis
Benchmarking to industry competitors and evaluating the opportunities and risks
Segmenting the market based on geographical,demographic, psychographic and behaviour factors
Conducting market portfolio analysis based on revenue, market share and profitability potential and determining the strategic options