Course background: the advent of the information society, cloud computing, big data, Internet of Things, artificial intelligence and other new technologies continue to change people's work and life, various industries need to continue to apply new technologies to the actual products, programs, the value of new products and solutions has been paid unprecedented attention, customers in the choice of products or solutions when the business, but also more inclined to cooperate with professional sellers, the traditional relationship sales has been greatly challenged. In each sales scene, we must convey the value of the product as much as possible, sort out the professional image, and need to be fully engaged in every sales detail, carefully crafting every action, and striving for the final victory of the project.
Channel is an important driving force for the rapid promotion of products to the industry and market, combined with the channel marketing environment faced by the enterprise, the marketing channel organization of the enterprise is analyzed; Able to combine the principles of marketing channel design and the relevant theories of channel member selection to design and plan the marketing channel strategy and strategy of the enterprise; Combined with the theory of marketing channel management, analyze the power, incentive and control of enterprise marketing channels, channel conflict and cooperation management; Understand the types and options of online distribution channels, and be able to use the Internet to distribute enterprises and products.
Course Benefits:
Starting from the basic rules of key customer sales, learn the value transfer methods at different stages of the channel;
Based on psychology, starting from the laws of human nature, grasp the psychological state of the channel, and rapidly expand the market;
Master the process and methods of all-round design management of channels.
Course Duration:2 days, 6 hours a day.
Course Audience:Senior sales manager, account manager, marketing front-line personnel.
Course Method:Group discussion + case sharing + role-playing + simulated practical exercise + actual combat review.
Part 1: Selecting the Canal
Lecture 1: Choosing the right channel
1. 4 steps of channel design preparation
1.Find and identify market opportunities.
2.Understand and analyze consumer needs.
3.Tap into your competitors' channel weaknesses.
4.Adhere to the four basic principles and choose the best channel.
Tool 1:Industry Partner Analysis.
Tool 2:Assessment of the competitiveness of enterprises.
Case Discussion:Stand-alone channel design of an enterprise.
2. 5 steps to build a distribution channel structure
1.Identify the need for channel design decisions.
2.Establish and coordinate distribution goals.
3.Define all channel tasks.
4.Design a viable distribution channel structure.
5.Selection of the best channel structure scheme.
Tools:Channel structure design.
Case Discussion:Design of a company's sales channel structure.
3. Value delivery of channel recruitment
1.Analysis and response of the mentality of the channel boss.
2.There are 9 things to deliver channel value.
3.Respond to common rhetoric for channel feedback.
Lecture 2: Select channel members
1. Channel member role positioning
1.The type of channel member.
2.The role of intermediaries.
3.Types of intermediaries.
Tools:Classification of intermediaries.
Case:Wrigley's distribution channels.
2. Screen channel members
1.4 principles for selecting channel members.
2.4 steps to filter channel members.
Tools:Channel screening weighing.
Case Discussion:b** Negligence in the identification of channel members.
3. Choose 4 issues to pay attention to when choosing a dealer
1.Both parties are satisfied, and the size is appropriate.
2.Always pay attention, internal dynamics.
3.You can't rush for quick success and quick profit, and you can't mess with yourself.
4.The quantity is appropriate, and the right one is better.
Tools:Internal factors that measure the qualifications of a target dealer.
Case Discussion:Choose one or more resellers.
Part II: Ditching
Lecture 1: Sort out the channel product line
1. Highlight the channel competitive advantage of products
1.Define product positioning.
2.Shaping the product differentiator.
3.Import product branding.
Tools:Comparison of pros and cons of product brand import types.
Case Discussion:The battle for the decision of dual brands.
2. Incorporate new products into the business portfolio of channel members
1.Encourage channel members to participate in new product ideation.
2.The price is given to channel members for the recognition of new products.
3.Educate channel members on new products.
Tools:Channel members' attitude questionnaire towards new products.
Case Discussion:Too many new products are missing.
3. Formulate product line distribution policies
1.About Exclusive Trading.
2.About tying.
Tools:Product Market Recognition and Profitability Analysis Table.
Case Discussion:Yanjing Beer and distributors are exclusive.
Lecture 2: Start the channel engine
First, the analysis of the channel structure
1.The importance of the channel to the channel.
2.Channel structure analysis.
3.Develop a policy for effective channel pricing decisions.
Tools:3 requirements for formulating the best system.
Case Discussion:c. The dilemma in the sales of corporate digital cameras.
Second, the pricing method of channel products
1.Cost-based pricing.
2.Consumer-Oriented Pricing.
3.Competition-oriented pricing method.
Tools:Steps to understand the value pricing method.
Case Discussion:Yili Group's cold beverage pricing method.
3. Pricing strategy of channel products
1.Psychological pricing strategies.
2.Discounted pricing strategy.
3.Regional pricing strategies.
4.New product pricing strategy.
5.Portfolio pricing strategy.
Tools:New Products** Skimming Strategy Test Table.
Case Discussion:Pricing strategies for big data software products.
Part III: Ditch Protection
Lecture 1: Channel Member Management
1. Channel member management: push + pull
1.Drive the strategy of channel members.
2.Measures to pull channel members.
Tools:Commercials commonly used in advertising** and their advantages and disadvantages.
Case Discussion:Tsinghua Tongfang product purchase discount strategy.
Second, the management of key accounts in sales channels
1.ABC Key Account Analysis.
2.Enhance the competitiveness of key customers.
3.Kill the bad really big guys.
4.Avoid large investors becoming the weakness of the enterprise.
Tools:ABC Customer Classification Chart.
Case Discussion:Cosmetics brands are in the dilemma of being controlled by large investors.
Third, the channel channeling management method
1.Interpret the goods channeling.
2.Construct a protective network for vicious goods channeling.
3.Handling of vicious goods channeling.
Tools:An effective strategy to prevent nausea and fleeing.
Case Discussion:g** Enterprise's goods fleeing incident.
Case Discussion:Huawei's business management method.
Fourth, channel conflict management methods
1.Channel conflict scanning.
2.The process for resolving channel conflicts.
3.Build a channel conflict firewall.
Tools:5 Typical Ways to Resolve Conflicts.
Case Discussion:h Microwave oven enterprise channel dispute.
Lecture 2: Channel Logistics Management
1. Channel order management
1.Order processing content.
2.The specific process of order processing.
3.Coordination of orders and logistics.
Tools:Order processing process.
Case Discussion:Electronic order processing for chemical companies.
2. Channel transportation management
1.Channel mode of transportation.
2.Design the best economical mode of transport.
3.Transportation management process.
Tools:Procedure for calculating the cost of transportation of goods.
Case Discussion:Carrefour's transportation decisions in China.
3. Channel warehousing management
1.Enterprise warehouse design.
2.Enterprise inventory control.
3.Middleman inventory management.
Tools:Broker Inventory Statistics Table.
Case Discussion:l The warehouse layout of the belt manufacturer.
Lecture 3: Channel Account Management
1. Customer credit management
1.Investigation and analysis of intermediary credit.
2.Middleman credit rating.
3.Intermediary credit risk control.
Tools:Customer Credit Check Form.
Case Discussion:Ignore the effects of customer confidence surveys.
2. Accounts receivable management and collection strategy
1.Day-to-day management of accounts receivable.
2.Tracking and management of accounts receivable.
3.7 Scenarios and Collection Strategies for Overdue Accounts.
Tools:Analysis of the sales collection status of intermediaries.
Case Discussion:How this receivable is recovered.
Lecture 4: Channel Performance Evaluation
1. Evaluation of channel operation status
1.Channel profitability assessment.
2.Channel accessibility assessment.
3.Channel reach assessment.
Tools:Sales channel cost schedule.
Case Discussion:Walmart and Procter & Gamble's channel partnership.
2. Performance evaluation and assessment of channel intermediaries
1.Intermediary performance evaluation indicators.
2.Middleman performance appraisal method.
Tools:Broker Assessment Form.
Case Discussion:m Beverage business evaluation of retailers.
3. Performance appraisal of channel sales personnel
1.Salesperson performance appraisal indicators.
2.Salesperson performance appraisal method.
3.Channel incentive policy.
Tools:Quantitative assessment indicators for sales personnel.
Case Discussion:Why does the channel sales staff of enterprise P have miscarriages?
Part IV: Yuqu
1.Establishment of channel certification system.
2.Implementation strategy for channel authentication.
3.Lifecycle management of channel certifications.