Increasing Value Through Channel Partners
As a principle, the value chain is rapidly being superseded by the concept of the business ecosystem. An ecosystem can be summarised as one where all the elements of the value-creation and supply process are recognisable from the end-user customer's perspective. For channel distribution strategy, this is a revolutionary concept.
The starting point for transforming distribution is the creation of pull rather than push throughout the channel. This in itself is not a new concept. For years, retail organisations have used the concept of 'point of sale marketing' as a means of creating demand for their products from the end user at point of purchase. So why do more organisations outside the obvious consumer product market not do this? They don't think that way.
Most organisations who sell through distributors believe it is the distributor's job to create their own demand, and fail even to analyse how well their channels are performing for them, compared to their competition. Even fewer companies understand that it is their job to create demand all the way through their channels.
Most companies consider their channels as customers, someone to sell to. How can this be? No distributor is going to buy anything from a company if they cannot see how they are going to sell it on. To be really successful, organisations have to regard distributors as part of them.
An organisation selects to go to market through distribution for a reason, maybe market knowledge, maybe the ability to add further value to the offering. Whatever the reason, demand creation cannot be abdicated to the distributor, otherwise the organisation has put its own success outside of its control. What organisation would want to do that? Yet this is what many organisations do.
ICDL is in business to enable organisations to maximise market demand for their offerings, and hence enable the creation of more rewarding circles with more distributors. Through this, the offering is perceived better by the end users, resulting in competitive advantage and, from this, revenue and margin growth, having created Value producing alignments in every area. Resellers are empowered and motivated, distributor relationships are strengthened, and organisations achieve full engagement where appropriate.
Click on the links below to see how ICDL can start to help your organisation today:
- Win New Business Without Eroding Margins
- Effectively Position the Value of your Offering
- Take Control of Your Sales Pipeline
- Invest Precious Resource In Only The Best Opportunities And Grow EBIT
- Sell Comfortably At The Executive Level And Increase Customer Loyalty and Advocacy
- Increase Value For You And Your Customers Through Your Channel Partners
- Take Control of Tendering, Win Most of What You Bid, Reduce Costs per Bid
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SUCCESSFUL EXECUTIVE SELLING
lies at the core of ICDL's thinking.
Differentiation from an ever growing band of global competitors can no longer be achieved through better positioning of product, service or solution, so your approach to selling has to change [+]
ICDL'S RecruitSMART PROGRAM
ensures successful recruitment of fully trained and capable Executive level sales people.
If Executive level selling is key to successfully differentiating your company and growing EBIT, yet sales people of this calibre are rare - how can I achieve success? [+]