培訓(xùn)內(nèi)容:
培訓(xùn)受眾:
* 有分銷或渠道成員管理需求的銷售人員、主管、經(jīng)理
* 分管營銷的企業(yè)高管
* 相關(guān)業(yè)務(wù)人員
課程收益:
經(jīng)銷商是公司伙伴，他們能幫助公司開拓市場，但是如果管理不當(dāng)，也會給公司帶來很多的麻煩。如何有效地選擇分銷商 如何建立一種真正的伙伴關(guān)系 如何有效地處理渠道之間的沖突 這些問題一直困擾著我們。
本課程就是圍繞著渠道管理中的各種問題設(shè)計(jì)的，參加者將在課上深入討論解決這些問題的思路和方法，從而有效地推動渠道管理工作，讓經(jīng)銷商真正成為我們企業(yè)的左膀右臂！
課程大綱：
1.正確理解廠商與渠道商關(guān)系
* 廠商的需求
* 經(jīng)銷商的需求
* 了解廠商與渠道商的經(jīng)營差異
2.渠道商的選擇
* 渠道成員選擇的原則和標(biāo)準(zhǔn)
* 渠道成員選擇的程序和方法
* 渠道成員選擇時(shí)需要避免的誤區(qū)
3.建立共同的績效期望
* 廠商的商業(yè)計(jì)劃
* 區(qū)域經(jīng)銷商的業(yè)務(wù)計(jì)劃
* 理想經(jīng)銷商要素
* 銷售的指標(biāo)過程化管理
4.對績效加以監(jiān)控
* 監(jiān)控日常工作運(yùn)營
* 和經(jīng)銷商一起拜訪客戶
* 經(jīng)銷商會議
5.有力促進(jìn)渠道改善
* 與經(jīng)銷商內(nèi)部各層面溝通
* 建立與經(jīng)銷商管理層的顧問方式
* 經(jīng)銷商激勵(lì)
6.分銷渠道中的沖突與解決方案
* 渠道成員信用額度和應(yīng)收款的控制
* 渠道沖貨的預(yù)防和解決方法
* 經(jīng)銷商的終止及更換程序
1. Understanding the relation of channels and manufacturer
* Needs of manufacturer
* Needs of distributors during cooperation
* Understanding the operation differences between distributors and manufacturer
2. Choosing distribution channel members
* Principle and standard
* Procedure and method
* Pitfalls to avoid when choosing distributors
3. Building the common performance expectations
* Manufacturer’s 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