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经销商（渠道）管理 Distribution/Channel Management 概 述 Background 在市场的快速变化下，许多公司都在进行销售团队及渠道的整合。在面对公司内部销售人员的时候，只要能够说清楚目标、策略和支持作业，运作的问题基本上都不大。但是，牵涉到经销商的时候，问题就很多而大，因为经销商不属于公司的体系，而经销商也都有自己的利益要维护，更麻烦的每个经销商都有不同的想法。因此，经销商的管理一直都是企业又爱又恨的挑战。这些挑战有： ● 如何决定适当的市场覆盖？ ● 如何寻找适合的经销商？ ● 如何做好销售的预测？ ● 如何招募适当的经销商？ ● 在签约后，怎么能够快速产生业绩？ ● 如何让经销商承诺销售的目标？ ● 如何让经销商做策略性的工作？也就是短期不赚钱，但是公司希望执行的工作。 ● 如何让经销商做好服务性的工作？ ● 如何让经销商准时付款？ ● 如何激励销售商大幅度成长？ ● 如何停止串货？渠道冲突？ ● ……… Under thefierce competition, there are many companies to proceed the transformation ofthe sales team and distributors/dealers. Compare to the distributors/dealers, the internal sales team is relativeeasier to handle, if the goals, strategies and supports are right. There is very tough to deal with outsidedistributors or dealers. Distributors ordealers, they work for their own agenda or priority. Each distributor/dealer has their own opinionwhich worse the situation. However,distributors/dealers are the inevitable growth engine for most of thecompanies. That is always huge challengefor the ambitious companies. Thosechallenges are: ● How to decidestrategy for appropriate channel coverage? ● How to searchthe good prospect distributor? ● How to make aworkable sales forecast? ● How to recruittargeted prospect distributor? ● How togenerate the quick revenue after the contract signed? ● How to enforcethe distributors to make commitment on the request quota? ● How to askdistributor to take action on those strategic action, which won’t make money inshort term? ● How to requestdistributors to improve their service level? ● How to invitedistributor to pay A/R on time? ● How tomotivate distributors to grow the sales in short period? ● How to stopthe channel conflict? ● ……… 本课程从营销经销商的基本概念解析，提供经销商管理工具，引导学员结合其业务具体特点，设计建立可行的经销商模式和制定完善经销商管理的体系，既要考虑到今天的销售实际环境，也要着眼于明天的业务发展趋势。从而使学员熟悉整个决策和运作过程，便于在实际操作中准确地把握和精彩实践，为了使组织通过经销商网络之优势实现收益的最大化。 In thistraining program, start from the basic concept of distribution management withthe tools, to lead the participants work on their own challenge, to design theworkable systems and processes of the distribution management. The systems and processes should consider thecurrent challenges and the future trend at the same time. The training program will help theparticipants to familiar with the materials and tools, to apply the learning totheir own business practice, the reap the fruits from the nurturing on thedistribution management. 整个经销商管理共有十一个步骤，从公司的整体策略开始，进行市场分析决定渠道的切入方式、筛选经销商的方式、如何寻找经销商、如何向潜在经销商进行简报、签约后的管理方式，到最后的管理渠道冲突和如何激励经销商。每一个阶段都有提供工具，并透过活动让学员学习如何使用。 There are 11steps for the whole distribution management, which start from the corporatestrategy, define the positioning from the market research, screen the prospectfrom the selection criteria, and search the prospect distributors, and makeprofessional presentation, manage the activity for distributors’ performance,and motivation and management the grow and avoidance of the conflict. 每一个公司所面临经销商管理的问题都有不同，因此本课程不是一个标准的课程，每一次都需要依照培训对象的不同，调整进行课程的内容。也因为每个培训对象的需求不同，所以经销商管理的课程，非常容易变得非常理论而不实际。凌敬忠老师拥有二十年以上不同产业的经销商管理经验，会在课前访谈培训对象及主管，掌握实际的调整后，调整课程内容，并准备适合的经销商管理的工具，期望在课程结束后可以产生一些可以直接运用的流程和政策。 Each companyhas different kinds of challenge, hence this program need certain level ofcustomization. The content will bechanged according to different participants. As the variety of the situation/challenge, which will make the programto be academic easily. As Vincent hasmore than 20 years of experience on channel management for various industrieswith prior interview with stakeholders, Vincent will adjust the content andtools to address the issues properly, to generate high training performance. 学习流程Learning Process 在课程中，学员将通过不同形式学习活动，来学习以下课题：（这些活动将包括小组与全体讨论、个人与结队练习等…） ● 向学员介绍经销商的基本特征和功能。 ● 让学员掌握经销商网络的选择和建立。 ● 使学员提升对营销通路管理和掌控的能力。 ● 提供操作性强的经销商评估和管理的工具。 ● 建立经销商管理体系，并激励经销商。 In the course,there will be involved with variety of activities to ensure the participants’ learningperformance, the learning process as below: ● The basic features and function ofdistributor ● To understand how to select andrecruit class a distributors ● To manage distributors' business plan,objectives and performance ● To learn how to evaluate thedistributor with tools ● To setup the process for thedistribution management 课程收益 Benefits 在课程结束后，学员将学会以下技巧及收获： ● 从终端购买者、经销商及厂家的角度看经销商管理 ● 知道如何决定及管理渠道覆盖策略 ● 掌握建设经销商体系的完整流程 ● 预测市场环境对于销售的影响 ● 了解寻找潜在经销商的途径，并如何进行招募 ● 快速启动签约的经销商产生业绩 ● 理解要如何进行经销商的生意管理，如何推动业务 ● 学习如何激励经销商，管理冲突 After the course, participants willlearn: ● How thedistribution management works from the perspective of end buyers, distributors,and principles? ● To learn howto decide and manage the channel coverage strategy ● To haveoverview on the cycle of distribution management ● To learn howthe environment affect the distribution strategy ● To identifythe sources of prospect, and to recruit identified prospect distributors ● To facilitatethe revenue generation after the contract signed ● To master thedistributors’ performance, to push the revenue growth with plan ● To motivatethe distributor and manage the channel conflict 经销商（渠道）管理 Distribution/Channel Management
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