professional development courses

  • Professional Development Courses

    Our courses are designed to deliver highly focussed, practical training on an open enrollement basis, covering all professionals, industries and regions.

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    Courses can either isolate regional or sector differences or celebrate them through both course delivery and trainee participation

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  • Our training philosophy

    Our expert trainers combine with our cutting edge course content to focus on delivering content through expert facilitation and dynamic presentations with relevant and transferable practical case studies bringing the theory to life.


The relationship between suppliers and distributors can be fraught with problems and these problems can be multiplied in international business. In order to successfully sell through a third party it is essential to select the most appropriate distribution channel, its members and to get them to work with the principal organization.This strategic course will not only address how you can optimise this process but also cover other types of channel partner such as agents and intermediaries. The course is essential for managers and sales staff responsible for selling through distributors and other channel partners in order to help them boost the profile and sales of their own product. Syndicate exercises, case studies and discussions addressing real issues met by delegates are used to bring the subject matter to life and help delegates apply into their own situations. Delegates will also develop a template for use in distributor selection or evaluation of existing partner.

Turning 'Theory' into 'Practice'?

This program will combine an overview of the ingredients required to implement a cutting edge partner management strategy and throughout the program life cycle. Learn how to strengthen you market position and presence and maximize your ROI.

Who should attend?

All staff involved with working with distributors, agents and other intermediaries including channel managers, sales managers, and marketing managers. Job titles may include: Managing director, Marketing director/ manager, Sales director/ manager, Export sales manager, Sales staff, Marketing communications professionals. SVPs, VPs, Directors and Senior Managers in:Channel Management  / Channel DevelopmentChannel Partnership / Partnership Enablement / Partner Alliences Partnership Programs / Partner Demand GenerationChannel Sales & Marketing / Channel DistributionDistribution Planning & eCommerce Channel Strategy & TransformationChannel Programs / Channel OperationsChannel Partner Training     To ensure we meet your expectations and maximize your return on training investment, we favor a classroom/workshop set up for the delivery of our courses. Please note we have therefore limited number of spaces available and these will be assigned on a first come, first accepted basis. We recommend early booking to avoid disappointment.

Key areas to be covered in the programme and documentation

Channel Management as Business Driver
• Exploring marketing strategy management and ascertaining the need for channels
• Understanding the psychology of the relationship between distributors and channel partners
• Establishing how you are perceived by the channels

Benefiting from Marketing Audit and Analysis
• Accurately auditing current position using PEST / SWOT analysis
• Profiting from portfolio analysis and strategic options
• Agreeing and implementing programs for the long term

Recognizing Channel Mix Issues
• Identifying the benefits and pitfalls of multi-channel strategy
• Assessing the impact of the internet on channel strategy
• Utilising proven techniques for guiding the customer to the appropriate channel

Capitalizing from Appropriate Selection of Channel Partners
• Identifying selection criteria for potential distributors
• Developing a weighted template to select your ideal distributor
• Determining the mix of channel partners required to service target market segments

Focusing Channels on the Selected Market
• Addressing cultural issues in international business
• Defining your offering and market positioning
• Ensuring that your Unique Selling Points (USP) provide differentiation

Providing Marketing Support for Distributors
• Profiting from integrated marketing communications and promotions
• Developing a support package for your channel partner
• Establishing development programmes for key areas of support

Exploring Financial Issues
• Identifying the cost of servicing customers through each channel
• Calculating margin and profit generated from each distributor
• Establishing pricing policies to match strategies

Developing a Marketing Plan for Your Channel
• Setting and agreeing key controls for your distributors
• Determining essential objectives, territories, quotas, targets and goals
• Creating a comprehensive distributor plan

Ensuring the Plan Works Effectively
• Selling the importance of channel philosophies internally
• Practical application of motivation with channel partners
• Motivating your channel partner - the organization and staff
• Providing incentives and recognition of achievement

Managing the Channel Plan for Success
• Capitalizing on formal review sessions – frequency and focus
• Reaping the benefits of customer satisfaction surveys
• Resolving channel conflicts, direct versus channels

Building Relationship with Channel Partners
• Agreeing and applying commitment to the channel
• Training channel personnel and identifying the resources required
• Developing and managing your channel partner

Review and Action Plans
• Reviewing the course
• Identifying the most important and relevant points
• Developing your action plans with realistic deadlines

Benefits to you

• Relate issues around channel management to your individual circumstances

• Revisit your current channel management strategy & boost business development – Evolve your channel management strategy to attract the most valued partners
• Develop practical ideas to improve the performance of your distributors
• Set ground rules and disciplines for their relationships with channel partners
• Relate their own circumstances to experiences of ‘world class’ companies and other delegates
• Understand how to appreciate the differing objectives of channel members
– Build  loyalty and partner engagement

• Drive end user demand through efficient & profitable collaboration with partners

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

October 27-28, 2011 / Chicago

Pre-course questionnaire: A detailed questionnaire will be sent to all course participants to establish exactly where the group training needs lie. The completed forms will be analyzed by the course leader/trainer and followed by telephone if further clarification is required. As a result we can guarantee that the course is pitched at exactly the right level and that the issues that you regard as relevant are addressed. The course material will reflect these issues and will enable you to digest the subject matter after the event in your own time.

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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or

US Enquiries: +1 312 540 3000 EXT 6445
Tatawan Plengsirivat - Director Training Operations - Professional Training North America -


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac