Channel Management

Channel Management

Brand New Course

A Comprehensive Course Covering Selection, Management And Motivation Of Distributors For Improved Profitability

Key Business Benefits 1. Increase sales and build customer loyalty by better managing the relationships, processes and practices in the sales/distribution channel 2. Build partnerships and get more co-operation from channel partners to achieve higher customer service standards 3. Use the latest management thinking, and develop a structured channel marketing plan 4. Effectively collaborate with and leverage channel partners to better market to, sell to and service end-customers Follow us on www.twitter.com/iirmiddleeast www.facebook.com/iirmiddleeast www.youtube.com/iirmiddleeast

13 – 16 April 2014 The Address Hotel, Dubai Marina, Dubai, UAE Organised by

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Channel Management Meet Your Expert Course Director

13 – 16 April 2014 The Address Hotel, Dubai Marina, Dubai, UAE

Course Overview

Bob Davies is the Managing Director of Marketing Consilium Limited. He specialises in sales and marketing topics both on the training front, speaking at conferences and with constructive consultancy advice. Bob has had a very successful career in various sales and marketing management positions with US and UK multinational organisations in which he successfully developed new market areas and sales channels. This role has provided him with valuable, hands-on experience of both strategic marketing and its practical application through the channel role.

Bob’s clients include international companies in manufacturing, telecommunications, software, industrial consumables, office supplies, research organisations, banking and insurance, specialist retail and legal practices.

In recent years, Bob’s consultancy practice has become truly international with assignments in USA, Russia, China, Australia, Ireland, Italy, Germany, Austria, Holland, Sweden, Finland, Denmark, Macedonia, Croatia, Albania, Tunisia, South Africa, Sudan, Tanzania, Kenya, Seychelles and many projects in the Gulf Region including Saudi Arabia, Kuwait, Iraq, Syria, UAE, Bahrain, Iran and Qatar.

As a chartered marketer and an active member of the training faculty of the Chartered Institute of Marketing (CIM), Bob has designed and directed many courses for CIM members.

Maximise Your Sales Results Through Effective Distributor And Dealer Management Selecting the most appropriate distribution channels and motivating channel partners are key factors in selling profitably through third parties. It is essential for any organisation involved in the selection and management of channel partners to build and manage effective working relationships that encourage trust, add value and avoid conflict.

As economies move towards globalisation, organisations want to reach their end-customers in the shortest possible time to increase market penetration and beat competition. The foremost objective of any organisation is to reduce the cost of sales and service efforts and improve the bottom line by increasing the efficiency of channel partner teams. This is possible only if channel partners are involved early enough in the sales and marketing processes or else the profitability of the business is bound to suffer.

Selection of the right channel partners (distributors) is fundamental to channel success; they can be tremendous assets to any sales team as their performance directly affects revenue and profit.

Additionally, channel partners are the custodians of the corporate image and reputation. Channel management helps you establish and properly manage agency networks.

It provides you with effective tools to develop and manage channel marketing plans for quick and systematic procurement and delivery of products and services to customers.

Why You Must Attend This comprehensive course will: • Help your channel teams to attract and retain customers, reduce administrative time, provide robust account management and drive higher revenues • Understand how to select the most appropriate partners and distributors • Set ground rules and disciplines for your relationships with channel partners • Increase sales from cross-selling based on customer information • Help successfully overcome the challenges of running an effective distributor network • Increase sales and maximise opportunities through training and channel readiness • Introduce you to innovative channel sales strategies for long term business benefit and customer satisfaction This course empowers you to manage partners and encourage channel partners to effectively serve their customers, resulting in a more profitable and loyal indirect channel.

Course Objectives •

Determine appropriate selection criteria to build high-calibre channel teams

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Identify key issues involved in channel development by understanding the differing types of channels

•

Manage, evaluate and motivate the performance of channel partners

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Increase sales and build customer loyalty by better managing the relationships, processes and practices in the sales/ distribution channel

•

Develop a channel marketing plan outlining requirements, responsibilities and objectives

•

Assess the performance criteria for channel partners

•

Build a partnership and get more co-operation from channel partners to achieve higher customer service standards

Would you like to run this course in-house?

Organisations can more effectively collaborate with and leverage channel partners to better market to, sell to and service endcustomers.

This practical course offers ideas and solutions to the challenges of running an effective distributor network, backed by examples, cases and exercises. You will be expected to share the challenges that you are experiencing in your channels.

+971 4 335 2437

+971 4 335 2438

The in-house training division of IIR Middle East Tel: +971 4 407 2624 • Email: CTS@iirme.com www.iirme.com/cts

register@iirme.com

www.iirme.com/channelmgmt

Course Timings Registration will be at 07:30 on Day One. Each day the course will commence at 8:00 and conclude at 14:30. Refreshments will be served at approximately 10:30 and 12:30 and lunch will be served at the end of each day’s session.

Day One Introduction – Global Issues And Local Relevance • Marketing strategy management – is there a need for channels?

• Identification of key issues in channel management • Psychology of relationships with channel partners • Understanding how you are perceived by the channels

Financial Issues • Identify the cost of servicing customers through each channel • Calculating margins and profits generated from each channel partner • Establishing pricing policies to match strategies

Strategic Marketing Planning • Ensuring a marketing orientation • Understanding benefits from marketing mix considerations • Market audit of current position, PESTLE/SWOT/TOWS analysis • Competitor benchmarking and evaluation

Day Four

Establishing A Market Network • Recognising the need for a disciplined approach to marketing channels • Market mapping – defining the available routes to market

Building The Relationship With Channel Partners • Agreeing and applying commitment to the channel • Sharing information and joint market research • Developing a support package for your channel partner • Training channel personnel and identifying the resources required • Developing and managing your channel partner

Day Two Marketing Analysis • Portfolio analysis and strategic options • Agreeing and implementing programmes for the long term Segmenting The Potential Customers • Identifying the needs of your channel and your consumers • Segmenting the market based on geographical, demographic and behaviour factors • Understanding customer dynamics and behaviour • Tailoring level of service to particular segments Selection Of Right Partners • Identification of selection criteria for potential channel partners (distributors) • Developing a weighted template to select your ideal partners • Determining the mix of channel partners required to service target market segments Recognising Channel Mix Issues • Understanding the benefits and pitfalls of a multi-channel strategy • Selecting optimum routes to reach your customers • Impact of the internet on channel strategy • Techniques for guiding customers to appropriate channels

Day Three Focusing Channels On The Selected Market • Defining your offering and understanding your influences on your market positioning • Understanding how your Unique Selling Points (USPs) provide differentiation Marketing Communications • Integrated marketing planning and promotions • Development programmes for key areas of support • Developing integrated marketing planning and promotion programmes to provide maximum communication impact

+971 4 335 2437

+971 4 335 2438

Making The Plan Work By Empowering And Motivating The Channel Partner • Selling the importance of channel philosophies internally • Practical application of motivation in the market • Motivating your channel partner, the organisation and their staff • Practical methods used in ‘encouraging‘ your partners to follow the rules and policy that you expect

Developing And Agreeing On A Comprehensive Marketing Plan With Major Channel Partners • Setting and agreeing key controls for your channel partners • Essential objectives, territories, quotas, targets and goals • Developing a comprehensive marketing plan Managing The Channel Plan For Success • Formal review sessions – frequency and focus • Terminating agreements – understanding the risk Review And Action Plans • Review of the course • Identification of most important and relevant points • Developing your action plans with realistic deadlines

Who Should Attend?

• Sales and Marketing Directors • Senior Sales and Marketing Managers • National and Regional Sales Managers • Channel Managers, direct sales people with channel responsibility • Distribution Managers • Product Managers Industries Would Include: • Pharmaceuticals • Medical equipment/devices • Office equipment • Electrical/Electronics • Telecoms • Industrial oils • Steel industry

register@iirme.com

• • • • • • • • •

Senior Sales Staff Business Unit Managers Operations Managers Business Development Managers Global Account Managers Key Account Managers Project Managers Communications Managers Brand Managers

• • • •

Engineering Automotive components Chemicals Building and construction material • And many more

www.iirme.com/channelmgmt

Channel Management

13 – 16 April 2014 The Address Hotel, Dubai Marina, Dubai, UAE

FIVE WAYS TO REGISTER IIR Holdings Ltd. P.O Box 9428 Dubai, UAE

+971 4 335 2437 +971 4 335 2438 register@iirme.com

www.iirme.com/channelmgmt

DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – +971 4 335 2483 E-MAIL – a.watts@iirme.com WEB BC5358 Event

Course Fee Before 26 January 2014

Course Fee Before 16 February 2014

Final Fee

US$ 3,995

US$ 4,495

US$ 4,795

Channel Management 13 – 16 April 2014

WOULD YOU LIKE TO RUN THIS COURSE INͳHOUSE?

Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance.

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A confirmation letter and invoice will be sent upon receipt of your registration. Please note that full payment must be received prior to the event. Only those delegates whose fees have been paid in full will be admitted to the event. You can pay by company cheques or bankers draft in Dirhams or US$. Please note that all US$ cheques and drafts should be drawn on a New York bank and an extra amount of US$ 6 per payment should be added to cover bank clearing charges. In any event payment must be received not later than 48 hours before the Event. Entry to the Event may be refused if payment in full is not received.

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Cancellation If you are unable to attend, a substitute delegate will be welcome in your place. Registrations cancelled more than 7 days before the Event are subject to a $200 administration charge.

Registration fees for registrations cancelled 7 days or less before the Event must be paid in full. Substitutions are welcome at any time.

Avoid Visa Delays - Book Now Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible.

Visas for non-GCC nationals may take several weeks to process.

All registrations are subject to acceptance by IIR which will be confirmed to you in writing.

Due to unforeseen circumstances, the programme may change and IIR reserves the right to alter the venue and/or speakers.

Event Venue: The Address Hotel, Dubai Marina, Dubai, UAE Tel: +971 4 436 7777 Accommodation Details We highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the IIR Hospitality Desk for assistance on: Tel: +971 4 407 2693 Fax: +971 4 407 2517 Email: hospitality@iirme.com © Copyright I.I.R. HOLDINGS B.V.

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