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.

  • Training by Regional and Sector


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

  • It takes the best to train the best


    We employ the best trainers from unrivalled access to the world's leading minds in all industries and regional markets. Carefully selected for their mix of practical experience, consultative background in a broad range of companies and proven training delivery. You need the best, we insist on it!

  • 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.

Strategic Channel Management

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.

Turning 'Theory' into 'Practice'?

This Strategic Channel Management Training 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

Who should attend?

All staff involved with working with distributors, agents and other intermediaries including channel managers, sales managers, marketing managers. Job titles may include: Managing director, Marketing director/ manager, Sales director/ manager, Export sales manager, Sales staff, Marketing communications professionals.

Key areas to be covered in the programme and documentation

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
Individual Analysis Exercise

Selecting the right distribution partners and developing a right marketing communication approach
• Identifying selection criteria and developing a weighted template to select your ideal distributor
• Matching the region’s market characteristic with distributor’s geographical advantage, sales and marketing strategy and business operation to allocate products
• Defining your offering and market positioning
• Understanding your Unique Selling Points (USP) that differentiate you from rivals
• Developing integrated marketing planning and promotion programmes to provide maximum communication impact

Selection of Distributors Exercise Reviewing the channel mix issues
• Analysing the benefits and pitfalls of multi-channel strategy
• Determining the mix of channel partners required to service the target market segments
• Discovering the impacts of internet on channel strategy
• Utilising techniques for guiding customers to appropriate channel
• Effectively allocating and distributing products to selected distributors in different regions

Case Study and Discussion Evaluating channels performances from financial perspective
• The rule of thumb: What, Why and How to measure performance?
• Identifying the cost of servicing customers through each channel
• Calculating margin and profit generated from each distributor
• Establishing pricing policies to match the strategies
Cost Calculating Exercise 

Managing conflict of interest between companies and channel partners by reinforcing working partnership and getting both parties on the same page
• Influencing your partner and enhancing long-term vision for business growth
• Identifying the source and reason of conflict by drawing a channel map which reflects the company’s position and goal in relation to the existing partners
• Turning channels‘ conflict to mechanism to improve market performance
• Managing conflict of interest between distributors whilst encouraging fair and healthy competition in term of sales and marketing strategy without breaking company’s rules
• Negotiating a mutually beneficial common goal to increase commitment

Case Study and Open Discussion
 Open and honest dialogue: The foundation for successful long lasting working partnership and high productive performance
• Moving from purely profit making relationship to higher level of partnership: Sharing information and conducting joint market research with distributors for a clearer picture of market
• Encouraging feedback from your channel partners and customers for products types, market demand quantity, and timing to respond quickly to market changes
• Supporting and providing training to distribution partners to enhance their selling technique and knowledge
• Assisting your distribution partner to build up strong and capable sales force
Supporting Package Exercise Developing a marketing plan for your channels
• Setting and agreeing the importance of a joint business planning process with your distributors
• Planning a comprehensive marketing strategy by including the cost issue of each channel
• Determining the frequency and focus of formal review sessions of channels
• Leveraging customer satisfaction surveys to evaluate performance of distributors

Exercise Making the plan work by motivating the channel partner

• Selling the importance of channel philosophies internally
• Motivating your channel partners, the organisation and staff through providing incentives and recognition of achievement
• Practical methods used in ‘encouraging‘ your partners to follow the rules and policy you expected
• Motivating distributors to take your company as a partner for their business development
Individual Exercise Review and Action Plans

Benefits to you

• Relating your own circumstances to experiences of world class companies
• Increasing profit and market share through effective channel management
• Creating win-win for your company and distribution channel partners
• Setting ground rules and disciplines for your relationships with channel partners
• Developing practical ideas to improve the performance of your distributors
• Building trust and forging commitment in channel partner relationships for sustainable development
• Maximising profitability through effective support and motivation tactics to your partners
• Turning channel conflicts and competition to mechanism for more productive performance
• Accurately assessing and evaluating your company channel management and channel partners’ performance

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

30th & 31st March 2015, London, PT3115

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution

 


Quick Enquiry
Name*           
Email*           
Training need Input the below captcha code

Further information

UK Enquiries: +44 (0) 203 002 3057
or dzingim@marcusevansuk.com

Non-UK Enquiries: +420 (0)2 5570 7246
or training@marcusevanscz.com

North American Enquiries: +1 312 540 3000 X6714 or emilyj@marcusevansch.com

dzingim@marcusevansuk.com - Marketing Manager EMEA - Professional Training


UK Enquiries: +44 (0)20 7647 2383 : salesenquiries@marcusevansuk.com
European Enquiries: +420 (0)2 5570 7246 : training@marcusevanscz.com

Testimonials

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

Managing Director, Tarmac