管理和控制分销渠道

1.正确理解厂商与渠道商关系
厂商的需求
经销商的需求
了解厂商与渠道商的经营差异

2.渠道商的选择
渠道成员选择的原则和标准
渠道成员选择的程序和方法
渠道成员选择时需要避免的误区

3.建立共同的绩效期望
厂商的商业计划
区域经销商的业务计划
理想经销商要素
销售的指标过程化管理

4.对绩效加以监控
监控日常工作运营
和经销商一起拜访客户
经销商会议

5.有力促进渠道改善
与经销商内部各层面沟通
建立与经销商管理层的顾问方式
经销商激励

6.分销渠道中的冲突与解决方案
渠道成员信用额度和应收款的控制
渠道冲货的预防和解决方法
经销商的终止及更换程序

1. Understanding the relation between manufacturers and distributors
Needs of manufacturer
Needs of distributors during cooperation
Understanding the operation differences between manufacturers and distributors

2. Choosing distribution channel members
Principles and standards
Procedures and methods
Pitfalls to avoid when choosing distributors

3. Building the common performance expectations
Manufacturers’ business plan
Distributors’ plan
What makes an ideal distributor
KPI management during the cooperation

4. Monitoring performance
Monitoring channels’ daily work
Visiting customers with distributors
Meeting with distributors

5. Improving channels’ work
Communicating effectively with different levels of distributors
Building the consultative relationship with channels management teams
Motivating distributors

6. Conflicts and solutions in distribution channels
Credit and receivable control in channels
Preventing and solving conflicts
How to change and terminate distributors