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Overview
In this intensive workshop, based on over 30 years of best-in-class research, you will be given an overview of every aspect of the modern channel manager’s role and responsibilities.
The workshop will provide you with a comprehensive understanding of the process and benefits that working with channel partners can bring to your business. You will leave equipped with powerful tools to identify, select, recruit, manage and motivate a channel partner portfolio.
Unlike others, this workshop delivers a complete and comprehensive channel partner program model. Tools and template examples are provided for immediate post course implementation.
Who Is This Workshop For?
The workshop is aimed at channel managers and anyone managing or actively selling through distributor networks or independent manufacturer’s representatives.
Workshop Benefits
- To be able to evaluate and prioritise all accounts to identify different strategies needed for different account types
- To understand and diagnose key account relationships from transactional to synergistic approaches
- Identify and influence the decision-making units within your accounts and the levels of influence and allegiance within these accounts
- Employ techniques for account planning and analyzing an account for opportunities,strengths and weaknesses
- Set realistic goals, objectives and tactics for each account
- Maximizing the use of resources to generate return on investment
- Identify the best strategy for maintaining and influencing good relationships by understanding individual behaviors
- Effective planning for approaching key account negotiations
- Setting tangible actions plans
Workshop Length: 3 days
Information (Dates, Locations & Fees)
Visit: Globalocity Learning
RelatedWorkshops
Advanced Partnering Skills
Professional Product Management
What Will I Get From This Workshop?
- Identify the range of professional skills required to achieve success as a professional
channel manager - Identify issues that interfere with successful execution of professional channel
management responsibilities - Deliver architecture for creating and delivering powerful value propositions to the
partner and the end user - Present a comprehensive set of best practices for identifying, recruiting and hiring
new partners - Validate the potential channel partners profile
- Understand contract architecture, active and passive clauses, legal limits and
enforceable requirements - Deliver practical formula for determining partners total potential market & RAM
(Realistically Available Market) - Apply segmentation techniques and use segmentation to reduce conflict
- Identify the critical role of the partner business plan in establishing and maintaining
channel control - Deliver channel partner performance using an audit model
- Manage supplier direct sales vs. partner conflict
- Manage partner vs. partner conflict
- Develop a model for terminating non –performing partners while eliminating
potential partner legal action -
Key Tools and Takeaways
- 130 MB of Post Course Material Specifically Selected to Assist in Channel Management Skills Implementation – Includes a Library of Articles Covering a Wide Range of Pricing Issues, Strategies and Tactics – Delivered to participants during the workshop.
- 7 must implement rules for ensuring channel partner success
- Complete channel partner program development model
- Ideal partner profile template
- Example channel partner initial presentation
- Channel partner value proposition model and template
- Complete recruitment process model
- Channel partner contract example
- Channel partner initial inventory calculator
- Channel partner on-boarding process & template
- Channel partner performance audit process
- Complete channel partner business plan example & template
- 9 partner growth strategies
- Channel partner performance remediation model & template
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Do I Need to Prepare Anything in Advance of this Workshop?
Prior to attending this workshop, you will be required to answer prepared questions.
Workshop Outline
DAY 1
Strategic Issues in Distribution
Channel Selection and Development The role and functional use of distribution
Module 1: Introductions, Problems & Barriers
Introductions and housekeeping
Overview of the program
Customization of the agenda topics
Identify the biggest challenges that you have with channel management
Prioritize and present these challenges
Module 2: Basic Channel Partner Issues
Definitions of ‘channel’ and ‘channel management’
Reasons for using channels as well as direct distribution
‘Push’,‘Pull’ and ‘Consultative’ channel partner approaches
Module 3: Differing Perspectives When Things Go Wrong
Suppliers’ views of channel partnering problems
Channel partners’ views of supplier partnering problems
Module 4: Channel Partner Program Overview
A channel manager’s requirements,role and responsibilities
Issues around channel definitions
Types of final tier channel
Detailed breakdown of the role of wholesale distributors, corporate
resellers,systems integrators, value-added resellers and service
providers
Deciding the distribution channel mix
What do ‘perfect’ partners look like?
The supplier potential partner qualifier tool
Module 5: Determinants Of Distribution Strategy
Key building blocks in determining strategy
Market segment profile, product characteristics and economic factors
Business unit context, competitors’ strategies and channel availability and accessibility
Product market and product distribution strategy
Agreeing the channel partner contact, negotiation and appointment process
DAY 2
Module 6: Identifying, Recruiting & Hiring New Channel Partners
Partner program strategy development
Development of partner universe
Long and short listing
On-site partner recruitment
Partner enablement and management
How the degree of control over partners varies
Module 7: Value Propositions To Partners
Defining a customer value proposition
Sources of total corporate value
Educating all parties on benefits and costs
Assessing how well benefits are understood and communicated
Module 8: The Supplier – Channel Partner Business Plan
The headers that should be included in a channel partner development plan
Aspects that are easy to plan jointly
Aspects that are difficult to plan jointly
The channel partner development plan monitoring and control process
Format and content of a draft plan
Module 9: Six Steps For Ensuring Enthusiasm For Selling Your Products
Joint market planning
Joint sales forecasts – account segmentation analysis
Joint sales/service calls Sales meetings with channel partner’s personnel
Advertising and sales promotion programmes
Two-way communication
DAY THREE
Module 10: Monitoring Channel Partner Performance
The channel partner monitoring and control process
‘Best-in-class’ example
Module 11: Legal & Contractual Considerations in Channel Management
Common misconceptions about channel partner contracting
The key provisions to include
‘Best-in-class’ example
Module 12: Managing Channel Conflict
The reality of channel conflict
5 key steps to manage channel conflict
Recommendations for conflict minimization
Module 13: The Channel Partner Termination Process
Common problems in agent and channel partner termination worldwide
Ways to avoid problems
Avoiding unnecessary litigation
Module 14: Wrap Up & Action Plans
Feedback from prior workshop participants
“This was an excellent course, delivered at a good pace that introduced a number of new yet clearly useful sales tools to us. I thoroughly enjoyed it and expect to see positive results in my day to day working from tomorrow.” Distribution Manager, VARTA Microbattery GmbH
“Discussion was well-focused and well-facilitated” Steve King, Sales Process Manager, Michelman
“It helped me narrow down to a few operational objectives that will provide the biggest impact to our channel program, vs. when I came here there was an unwieldy list of to-do’s.” Megan Barney, Sr. Director of Global Operations, Truven Health Analytics
“Helped a great deal… Input from Mike: FANTASTIC!” “Great course! Mike hit a home run!” Katherine James, VP Alliances, Pros Pricing
“All around great content.” Dave Zaleski, Distribution Manager, Dematic Corp.
“Excellent instructor knowledge of topic; great interaction with others” James Kukla, Marketing Manager, Kohler
“Nailed it on the head for what I need to do.” Jim Hughes, National Sales Manager, Mitsubishi Electric Power Products
“Great insights and validation.” Joe Brunetti, Regional Sales manager, Rolls Royce Power Systems
“The seminar exceeded my expectations. “Received great tools; very relevant information.” Nick Kovalenko, Director of Sales & Marketing, Fiberstar
“Informative and interactive.” Harold Muma, Market Intelligence, Siemens
“Good models and tools.” Lori Spurlock, Sales Director, IDF
“The biggest benefit of a workshop like this is exposure to peer thinking.” Charles Dobson, VP Channels, Haivision
“I found more than a handful of implementable ideas that I can take back with me, both in Sales and Channels.” Sarah Dahms, Director of Sales, Cummins
“Lots of reinforcement of good ideas plus new perspectives.” Russel Dzielak, Manager of Channels and Strategic Accounts, Phoenix Contact, Inc.
“I enjoyed the course and it exceeded my expectations. I will recommend it to others.” Scott Hayes, VP, Mirus Bio
“Great, informative program.” Kelly Polus, Account Manager, Lyondell
“Anyone within the sales channel needs to know this information.” David Marsh, Director of Sales & Marketing, AudioTechnica
“Exceeded expectations in quality of information presented; fantastic moderator.” Todd Chrzan, Director Sales & Dealer Development, Wabash National Corp
“The course has relevant materials and tools we can leverage tomorrow, next month, and next year! David Green, Indirect Manager, IMI Norgren
“The programme has absolutely met my expectations – it covered the advertised agenda and was delivered with enthusiasm based on experience and knowledge, giving it lots of credibility. Thank you, I would definitely recommend!” European Channel Program Manager, Panasonic