Managing Channels of Distribution

"Indirect channels of distribution can afford to engage the smaller customer by selling many other manufacturers' product lines to that same customer group."

"End users purchase products and services from indirect channels because they offer a number of benefits."

"Every intelligent channel strategy begins with a customer segmentation analysis."

"Before you begin seeking and selecting distributors, acquaint yourself with the ingredients that distributors look to manufacturers to supply."

"The key to managing channels is building relationships."

"Channel consultants Frank Lynn and Associates created the following list of the top ten reasons why channel programs fail."

"You must rise above the everyday mircro-channel world and very closely consider those macro influences that control your destiny."

"Direct competition analysis focuses on three main activities."

"Your competitive strategy should complement the status of the life cycle of your market."

"Listen for positive or negative comments that may help you formulate your marketing strategies to deal with your field opponents."

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"A clear, concise policy statement, one that summarizes what the distributor can expect of you and what you can expect of the distributor, can prevent misunderstandings."

"In the corporate recommitment meeting, convene in one room everyone who has contact with existing salespeople, distributors, or customers."

"Here are a few ways to give your new relationship a positive foundation."

"Tell the truth consistently, and your distributors will begin to respect and trust you."

"Council meetings are mere social affairs, rather than a forum for solving business problems."

"Your company's direct and indirect channels of distribution do not automatically work together peacefully."

"To evaluate your channel, conduct face-to-face quarterly audits with your most important distributors."

"In order to maximize sales and profits from both distributor types sign up regional distributors before approaching nationals."

"These types of promotions push your product through the channel."

"A pull strategy motivates the end user to approach your channel of distribution and call out for your product."

"Sales and product training programs can be tremendous motivational vehicles, especially when combined with other push strategies."

"Before you establish a presence on the internet, carefully evaluate your position."

"Delegate those activities that your company cannot easily or profitably perform. Here are some suggestions."