Cognicert Distribution Channel Management Course

Certified by Cognicert UK

This course deals with channels of distribution, the means through which the vast array of products and services are made available to customers. In the age of globalization customers nowadays expect more and better channel choices for gaining access to the products from all over the world. Channels of distribution are a critical element of business strategy which, if planned properly, enables companies to build up a competitive advantage over their rivals.
Training Objectives
Upon the completion of channel management training, the attendees are able to:
 Comprehend the various channels, and recognize main issues engaged in developing channel
 Comprehend the mindset of the association among channel stakeholders
 Recognize the demands for channel partners & customers
 Construct a partnership in various channels
 Create clear account plans for partners
 Analyze channel presentation
 Establish formalized and clear guidelines for customers
 Plan the accounts
 Hire the proper channel partners
 Apply interview methods to completely exhaust potential channels
 Generate and illustrate business plans that to accomplish commitment from their channels
 Oversee their channel associates successfully
 Apply their marketing information to increase their business profitably
 Encourage their distributors for a win/win result
 Execute distributor training programs
 Evaluate Channel performance
Who is this Course for?
• Channel Executives and Managers, Sales Executives and Managers, Supply Chain Managers, Distributors Managers
Course Outline
Overview of Channel Management
 Channel management definition
 Marketing system definition
 Successful marketing system
 The keystones of successful business partnerships
 Channeling as a key external resource
 Logistics, distribution and channels management correlation with marketing

Channel Management Methods and Tools
 Designing and managing a marketing system
 Franchising advantages and disadvantages for the franchisor and for the franchisee
 Types of franchising
 Franchise sales process
 Key success drivers in franchising
The channel management strategy
• Channel risks
• Channel strategy
• Channel modelling
• Gaining differential advantage with channels
• Channel management plan
Plan Your Marketing System
 The marketing system design process
 Simplifying Principles
 Key questions to form your marketing system
 Values added by channel organizations
 How to create a marketing system
 Improving the existing system
 Strategies for adding channels
Channel design and the selection of channel members
• Key challenges in channel design
• Direct or indirect distribution
• Exclusive-, selective-, intensive distribution
• Variables affecting channel structure & who engages in channel design
• The process of selecting channel members
• What channel partners expect to get from the manufacturer

Channel Organizations
 Typical channel structures
 Direct sales channels
 Manufacturers delegates
 Distribution
 Value added
 Channel resources

Distributors Management
 Limitation of distribution
 Distribution Management issues
 Influencing distributor’s economic growth and best practice compliance.
 Channel sales promotion

Retailers’ Management
 Limitations of retail
 Retail management concerns
 Best and worst customers characteristics
 Influencing distributor’s economic growth and best practice compliance.

Sales Professionals and Channel Organizations
 How to hire sales professional
 How to get sales professional to sell for you?
 How to get them to improve in selling for you?

Agreements in channel management
 Rules of agreements
 Channel agreements components
 Objectives of channel agreements
 Common signing procedure
 Recommended signing protocol
 Sales representative agreements

Managing Channel Conflicts
 Examples of conflicts
 Roots of conflicts
 How to handle conflicts
 The nature of channel conflict and conflict resolution strategies
Electronic- and service channels
• The structure of electronic marketing channels
• Disintermediation versus reintermediation
• Mobile electronic channels
• Advantages and disadvantages of electronic marketing channels
• Service channels: special characteristics of services
• Customization of services and customer involvement
Channel performance management
• Channel monitoring and evaluation
• Customer satisfaction analysis
• Channel reviews
• Channels corrective actions