Channel Marketing
Channel marketing is a way to get the product from the market to the customer hand.
Different types of channel marketing are available in the market. It is either done with the help of reseller or through direct sales. With the help of the phone, web or mail direct sales are done to the customers.
Indirect sales (and sales automation) are related with the sales through reseller. A reseller takes the order directly from the customer or from the whole sale distributor or would in turn sell to a multiple distributor. It is known as two-tier distribution.
There is a question in the mind of every person that whether they should opt direct or indirect sales. It depends on different factors.
1. Product type
2. Market dynamics
3. Customer requirements
4. Ability to manage resellers
5. Price point
6. Ability to recruit resellers
Finally the decision of direct or indirect depends on your business model also. Sales channel marketing serves their customer better by channel members. It depends upon various factors.
1. Lot size.
2. Waiting time
3. Location
4. Product Variety
Sales channel marketing proves to be a fit process if it respond properly to the market. With the help of the channel members our clients and customers should be served in a proper way.
Sales channel management is usually responsible for sell-through function. It handles with the help of channel all sell-in and sell through. It also concentrate on direct selling and internal sales analytics according to their organization. Following points should be kept in mind.
1. Help recruit sellers
2. A competitive reseller program should be established
3. Proper reseller collateral should be prepared
4. Proper merchandising should be ensured
5. To increase the channel through try to invest jointly the market development and Co-op funds.
6. Seeding program should be managed
7. Running reseller education
8. To reward sales set up a motivational contest
9. Adequate stock level should be ensured
10. Managing store accomplished the sell-through
