Managing Channels of Distribution: The Marketing Executive's Complete Guide by Rolnicki Kenneth

Author:Rolnicki, Kenneth [Rolnicki, Kenneth]
Language: eng
Format: mobi
Publisher: AMACOM
Published: 1998-01-05T16:00:00+00:00

Channel Advisory Councils

A Channel Advisory Council is one of the most powerful communications tools at your disposal. Not only does it tell your eagle distributors that you value their input and excellent performance, but it also enables you to quickly spread the word about new products and policies.

Recruit from six to twelve members of your channel, depending on the size of your organization. Choose all types and sizes of distributors so that a variety of experience levels is represented. Seek out active members that can contribute to meaningful discussions—not those wallflowers that just stock your product and don’t do much. You want movers and shakers that can participate in a positive manner. Rotate membership by electing new members each year. Consider designating one- and two-year terms so that membership can be refreshed without sacrificing continuity.

Make joining your Advisory Council sound like a privilege by giving it a name like Blue Chip Council, President’s Club, Distributors of the Year Club, or The Eagles’ Club.

Once a year, convene members for a one- to three-day meeting. Depending on your budget, plan either a “Ritz-Carlton” or a “Motel 6” meeting. Pay all or a portion of the distributors’ travel, lodging, and food costs. Mix business with social activities to promote relationships, cooperation, and channel bonding.

Structure your program around a general schedule, and announce that it is your intention to cover certain subjects during the course of the day. However, don’t set a precisely timed agenda. Invite distributors to add topics they want discussed, and schedule time when they can ask questions or revisit topics of concern in an open forum. Topics can include:• New products

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