Distribution-Channel Management 經(jīng)銷商（渠道）管理 - 2天
經(jīng)銷商（渠道）管理
Distribution/Channel Management
概 述 Background
在市場(chǎng)的快速變化下，許多公司都在進(jìn)行銷售團(tuán)隊(duì)及渠道的整合。在面對(duì)公司內(nèi)部銷售人員的時(shí)候，只要能夠說(shuō)清楚目標(biāo)、策略和支持作業(yè)，運(yùn)作的問(wèn)題基本上都不大。但是，牽涉到經(jīng)銷商的時(shí)候，問(wèn)題就很多而大，因?yàn)榻?jīng)銷商不屬于公司的體系，而經(jīng)銷商也都有自己的利益要維護(hù)，更麻煩的每個(gè)經(jīng)銷商都有不同的想法。因此，經(jīng)銷商的管理一直都是企業(yè)又愛(ài)又恨的挑戰(zhàn)。這些挑戰(zhàn)有：
如何決定適當(dāng)?shù)氖袌?chǎng)覆蓋？
如何尋找適合的經(jīng)銷商？
如何做好銷售的預(yù)測(cè)？
如何招募適當(dāng)?shù)慕?jīng)銷商？
在簽約后，怎么能夠快速產(chǎn)生業(yè)績(jī)？
如何讓經(jīng)銷商承諾銷售的目標(biāo)？
如何讓經(jīng)銷商做策略性的工作？也就是短期不賺錢，但是公司希望執(zhí)行的工作。
如何讓經(jīng)銷商做好服務(wù)性的工作？
如何讓經(jīng)銷商準(zhǔn)時(shí)付款？
如何激勵(lì)銷售商大幅度成長(zhǎng)？
如何停止串貨？渠道沖突？
………
Under the fierce competition, there are many companies to proceed the transformation of the sales team and distributors/dealers. Compare to the distributors/dealers, the internal sales team is relative easier to handle, if the goals, strategies and supports are right. There is very tough to deal with outside distributors or dealers. Distributors or dealers, they work for their own agenda or priority. Each distributor/dealer has their own opinion which worse the situation. However, distributors/dealers are the inevitable growth engine for most of the companies. That is always huge challenge for the ambitious companies. Those challenges are:
How to decide strategy for appropriate channel coverage?
How to search the good prospect distributor?
How to make a workable sales forecast?
How to recruit targeted prospect distributor?
How to generate the quick revenue after the contract signed?
How to enforce the distributors to make commitment on the request quota?
How to ask distributor to take action on those strategic action, which won’t make money in short term?
How to request distributors to improve their service level?
How to invite distributor to pay A/R on time?
How to motivate distributors to grow the sales in short period?
How to stop the channel conflict?
………
本課程從營(yíng)銷經(jīng)銷商的基本概念解析，提供經(jīng)銷商管理工具，引導(dǎo)學(xué)員結(jié)合其業(yè)務(wù)具體特點(diǎn)，設(shè)計(jì)建立可行的經(jīng)銷商模式和制定完善經(jīng)銷商管理的體系，既要考慮到今天的銷售實(shí)際環(huán)境，也要著眼于明天的業(yè)務(wù)發(fā)展趨勢(shì)。從而使學(xué)員熟悉整個(gè)決策和運(yùn)作過(guò)程，便于在實(shí)際操作中準(zhǔn)確地把握和精彩實(shí)踐，為了使組織通過(guò)經(jīng)銷商網(wǎng)絡(luò)之優(yōu)勢(shì)實(shí)現(xiàn)收益的最大化。
In this training program, start from the basic concept of distribution management with the tools, to lead the participants work on their own challenge, to design the workable systems and processes of the distribution management. The systems and processes should consider the current challenges and the future trend at the same time. The training program will help the participants to familiar with the materials and tools, to apply the learning to their own business practice, the reap the fruits from the nurturing on the distribution management.
整個(gè)經(jīng)銷商管理共有十一個(gè)步驟，從公司的整體策略開(kāi)始，進(jìn)行市場(chǎng)分析決定渠道的切入方式、篩選經(jīng)銷商的方式、如何尋找經(jīng)銷商、如何向潛在經(jīng)銷商進(jìn)行簡(jiǎn)報(bào)、簽約后的管理方式，到最后的管理渠道沖突和如何激勵(lì)經(jīng)銷商。每一個(gè)階段都有提供工具，并透過(guò)活動(dòng)讓學(xué)員學(xué)習(xí)如何使用。
There are 11 steps for the whole distribution management, which start from the corporate strategy, define the positioning from the market research, screen the prospect from the selection criteria, and search the prospect distributors, and make professional presentation, manage the activity for distributors’ performance, and motivation and management the grow and avoidance of the conflict.
每一個(gè)公司所面臨經(jīng)銷商管理的問(wèn)題都有不同，因此本課程不是一個(gè)標(biāo)準(zhǔn)的課程，每一次都需要依照培訓(xùn)對(duì)象的不同，調(diào)整進(jìn)行課程的內(nèi)容。也因?yàn)槊總€(gè)培訓(xùn)對(duì)象的需求不同，所以經(jīng)銷商管理的課程，非常容易變得非常理論而不實(shí)際。凌敬忠老師擁有二十年以上不同產(chǎn)業(yè)的經(jīng)銷商管理經(jīng)驗(yàn)，會(huì)在課前訪談培訓(xùn)對(duì)象及主管，掌握實(shí)際的調(diào)整后，調(diào)整課程內(nèi)容，并準(zhǔn)備適合的經(jīng)銷商管理的工具，期望在課程結(jié)束后可以產(chǎn)生一些可以直接運(yùn)用的流程和政策。
Each company has different kinds of challenge, hence this program need certain level of customization. The content will be changed according to different participants. As the variety of the situation/challenge, which will make the program to be academic easily. As Vincent has more than 20 years of experience on channel management for various industries with prior interview with stakeholders, Vincent will adjust the content and tools to address the issues properly, to generate high training performance.
學(xué)習(xí)流程 Learning Process
在課程中，學(xué)員將通過(guò)不同形式學(xué)習(xí)活動(dòng)，來(lái)學(xué)習(xí)以下課題：（這些活動(dòng)將包括小組與全體討論、個(gè)人與結(jié)隊(duì)練習(xí)等…）
向?qū)W員介紹經(jīng)銷商的基本特征和功能。
讓學(xué)員掌握經(jīng)銷商網(wǎng)絡(luò)的選擇和建立。
使學(xué)員提升對(duì)營(yíng)銷通路管理和掌控的能力。
提供操作性強(qiáng)的經(jīng)銷商評(píng)估和管理的工具。
建立經(jīng)銷商管理體系，并激勵(lì)經(jīng)銷商。
In the course, there will be involved with variety of activities to ensure the participants’ learning performance, the learning process as below:
The basic features and function of distributor
To understand how to select and recruit class a distributors
To manage distributors' business plan, objectives and performance
To learn how to evaluate the distributor with tools
To setup the process for the distribution management
課程收益 Benefits
在課程結(jié)束后，學(xué)員將學(xué)會(huì)以下技巧及收獲：
從終端購(gòu)買者、經(jīng)銷商及廠家的角度看經(jīng)銷商管理
知道如何決定及管理渠道覆蓋策略
掌握建設(shè)經(jīng)銷商體系的完整流程
預(yù)測(cè)市場(chǎng)環(huán)境對(duì)于銷售的影響
了解尋找潛在經(jīng)銷商的途徑，并如何進(jìn)行招募
快速啟動(dòng)簽約的經(jīng)銷商產(chǎn)生業(yè)績(jī)
理解要如何進(jìn)行經(jīng)銷商的生意管理，如何推動(dòng)業(yè)務(wù)
學(xué)習(xí)如何激勵(lì)經(jīng)銷商，管理沖突
After the course, participants will learn:
How the distribution management works from the perspective of end buyers, distributors, and principles?
To learn how to decide and manage the channel coverage strategy
To have overview on the cycle of distribution management
To learn how the environment affect the distribution strategy
To identify the sources of prospect, and to recruit identified prospect distributors
To facilitate the revenue generation after the contract signed
To master the distributors’ performance, to push the revenue growth with plan
To motivate the distributor and manage the channel conflict經(jīng)銷商（渠道）管理
Distribution/Channel Management
模塊 Module
課程大綱 Outline
時(shí)間分 Time (m)
教學(xué)方法 Activity
課程導(dǎo)入
Introduction
開(kāi)場(chǎng)（客戶方）Opening by host
破冰活動(dòng) Ice breaking
研討公約 Ground rules
課程介紹 Overview of the program
討論：學(xué)員面臨的挑戰(zhàn)是什么？Activity: What is the challenge?
30
內(nèi)容講解
猜猜看
小組討論
Lecture
Small game
Group discussion
第一單元
Module 1
經(jīng)銷商管理的關(guān)鍵觀念
Key concept of distribution management
單元目的：介紹渠道的演變和基本理論，并從整體的分析來(lái)決定市場(chǎng)覆蓋的策略
Objective: Introduction of the evolution of the distribution and the basic theory
什么是渠道
what is channel
渠道的演變
evolution of channel structure
為什么生產(chǎn)商/最終使用者需要渠道
the importance of distributor for end buyers
生產(chǎn)商對(duì)于渠道商的重要性，要如何分析
how to analyze the importance of principle for distributors
經(jīng)銷商需要什么樣的生產(chǎn)商
the selection criteria for the principle for distributors
如何選市場(chǎng)覆蓋策略
to define the coverage guideline
渠道設(shè)計(jì)流程的 11 步
he 11 steps to build distribution system
活動(dòng)：制定覆蓋策略及渠道覆蓋現(xiàn)況
Activity: to define the practice of coverage guideline
90分
內(nèi)容講解
技巧演示
小組討論及簡(jiǎn)報(bào)
工具：渠道覆蓋表
Lecture
Demo
Group discussion and presentation
Tools: Channel Coverage Sheet
第二單元
Module 2
市場(chǎng)分析
Market analysis
單元目的：從市場(chǎng)環(huán)境的分析開(kāi)始，掌握市場(chǎng)競(jìng)爭(zhēng)狀態(tài)，并分析最終購(gòu)買者的行為，然后制定銷售的預(yù)測(cè)
Objective: Start from the market analysis and competition, to analyze the end buyer’s behavior, then the sales forecast
進(jìn)行大環(huán)境的分析，尋找銷售商發(fā)展的限制和機(jī)會(huì)，用這分析作為經(jīng)銷商管理的基礎(chǔ)。
to analyze the market environment as the base for the distribution management
競(jìng)爭(zhēng)者分析的三個(gè)步驟
3 steps for the competition analysis
消費(fèi)者分析
Consumer analysis
銷售預(yù)測(cè)與銷售目標(biāo)的不同
The difference between sales forecast and sales goal
活動(dòng)：市場(chǎng)及競(jìng)爭(zhēng)分析
Activity:
Market analysis, or
Analysis of the differentiation
120分
內(nèi)容講解
技巧演示
小組討論
工具：SWOT 表
Lecture
Demo
Group discussion and presentation
Tools: SWOT analysis
第三單元
Module 3
篩選及招募經(jīng)銷商
selection and recruitment of distributors
單元目的：掌握開(kāi)拓經(jīng)銷商網(wǎng)絡(luò)的流程
Objective: to master the process of channel development
渠道建設(shè)失敗的原因
the reason of failed distribution management
設(shè)定經(jīng)銷商篩選條件
to select the criteria for selection
尋找潛在經(jīng)銷商的途徑
the path to find potential distributor
招募被確認(rèn)的潛在經(jīng)銷商的五個(gè)步驟
5 steps to recruit
整理你的渠道政策
to prepare your policy for distributors
確定公司的支持
confirm the support from corporate
如何對(duì)潛在經(jīng)銷商做有力的簡(jiǎn)報(bào)
the presentation for the potential distributors
簽訂合同及建立關(guān)系
contracting and relationship building
活動(dòng)：
經(jīng)銷商的篩選表
尋找潛在經(jīng)銷商
制定渠道政策
進(jìn)行潛在經(jīng)銷商的招募簡(jiǎn)報(bào)
Activity:
Selection criteria for distributor recruitment
To define the policy for distribution management
Role play for the presentation to potential distributor
180分
內(nèi)容講解
技巧演示
小組討論
角色扮演
工具：
經(jīng)銷商篩選清單
渠道政策清單
Lecture
Demo
Group discussion and presentation
Tools:
Selection Criteria List
Channel Policy List
第四單元
Module 4
經(jīng)銷商管理
manage the distributor
單元目的：了解管理經(jīng)銷商的流程，從獲得經(jīng)銷商的承諾，到確認(rèn)達(dá)到目標(biāo)
Objective: To master the distributors’ performance, to push the revenue growth with plan
基本理念
basic concept
新經(jīng)銷商啟動(dòng)
on boarding of the new distributor
建立伙伴關(guān)系的五個(gè)法則
5 ways to build the relationship
四種有效的經(jīng)銷商溝通方式
4 types of effective communication with distributors
發(fā)展經(jīng)銷商共同生意計(jì)劃及流程
to develop the Joint Business Plan, the process and practice
如何說(shuō)服經(jīng)銷商承諾銷售量
how to win the commitment from distributors
活動(dòng)：
檢視目前的新經(jīng)銷商的啟動(dòng)程序
制作渠道咨詢會(huì)議的提案
選擇經(jīng)銷商簡(jiǎn)報(bào)的圖表
進(jìn)行 JBP的會(huì)議模擬
Activity:
Review the on boarding process
Role play for the dealer meeting
180分
內(nèi)容講解
技巧演示
話術(shù)準(zhǔn)備
小組討論
角色扮演
工具：
經(jīng)銷商啟動(dòng)流程
經(jīng)銷商會(huì)議流程
Lecture
Demo
Group discussion and presentation
Tools:
On boarding process
Meeting agenda
第五單元
Module 5
渠道沖突處理和激勵(lì)措施
channel conflict and incentive plan
單元目的：學(xué)習(xí)如何激勵(lì)經(jīng)銷商，管理沖突
Objective: To motivate the distributor and manage the channel conflict
management of channel conflict
經(jīng)銷商激勵(lì)措施
motivation for distributors
推的策略（Push）
Push strategy
拉的策略（Pull）
Pull strategy
培訓(xùn)活動(dòng)
活動(dòng)：
設(shè)計(jì)年度經(jīng)銷商激勵(lì)活動(dòng)
設(shè)計(jì)經(jīng)銷商項(xiàng)目啟動(dòng)計(jì)劃
Activity:
Design your annual incentive program
180分
內(nèi)容講解
技巧演示
小組討論
工具：
經(jīng)銷商激勵(lì)清單
Lecture
Demo
Group discussion and presentation
Tools:
Motivation list for distributors
總課時(shí)長(zhǎng)度 Total training time
= C7+C6+C5+C4+C3+C2 \* MERGEFORMAT13小時(shí) 0分休息時(shí)間 (break time)：上下午各一場(chǎng) 15 分鐘休息 15 min per am/pm
中飯休息時(shí)間 (lunch hour)：1 個(gè)小時(shí) 1 hour

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