American Management Association Seminars

Effecrtive Channel Management
Seminar No: 05590 -XNBB
CEU Credits: 1.8
Length: 3 days

Expand channel partner options…replace outdated strategies…expand penetration…boost sales and profits!

Can using proven channel management techniques—and progressive strategies that adapt them to marketplace realities—help your company meet its goals? Yes! It’s all a matter of building and managing stronger working relationships with your channel partners. Learn how to successfully navigate channel management decision making in today's dynamic environment.

How You Will Benefit

  • Choose the right channel partner for your market needs
  • Effectively negotiate inventory commitments with your channel partners
  • Define and implement a new partner “start-up” action plan
  • Develop advisory councils and training efforts to get your sales force, manufacturers’ agents and distributors to work together
  • Determine how many channels/tiers of distribution you really need
  • Legally manage issues about exclusivity, restrictions of competing lines and pricing
  • Describe key elements to be included in contracts and agreements
  • Determine your channel partners’ Value Pyramid
  • Design effective reward and recognition programs
What You Will Cover
  • Trends in channel management and the effect on decision making
  • Roles and responsibilities of channel partners
  • Complexity and business issues of being a channel partner
  • Creating targeted reward and recognition programs based on channel partner performance
  • Key training and motivation technicques to increase market position and enhance profitability
  • Analyzing the importance of clear policies and procedures used in channel partner management
  • Tools for channel partner evaluation and performance measurement
Who Should Attend

Vice presidents and directors of sales and marketing, as well national, regional, district and area sales, product managers and others with channel management responsibilities.

Extended/Detailed Seminar Outline

Overview of Channel Management

  • Describe Trends in Channel Management and Their Impact on Decision Making
  • Explain the Effect Mergers and Acquisitions Have on Channel Management
  • Define the Role of Channel Partner and Identify Different Channel Partner Options
  • Analyze the Current Channel Flow of Goods and Services of Participants
  • List the Sales Organization Options That Are Available to Managers
Channel Partner Selection
  • Identify Value Activities Performed By Channel Partners
  • Define Your Ideal Profile for Channel Partners
  • Recognize Sources of Channel Partners
  • Describe Key Elements to Be Included in Contracts and Agreements
  • Define and Implement a New Partner "Start-Up" Action Plan
Understanding the Needs of Your Channel Partner
  • Determine Your Channel Partner’s Value Pyramid
  • Learn How Your Channel Partner Makes Money
  • Evaluate Your Relative Position to Other Vendors with Your Channel Partner
  • Design a Simple, Effective Plan to Identify Channel Partner Needs
Policies and Procedures
  • Analyze the Importance of Clear Policies and Procedures
  • Build a Framework for Your Policies and Procedures
  • Identify Conflicts with Current Policies and Procedures
Training and Motivating Your Channel Partner
  • Determine Training Needs, Including Who Conducts Training
  • Create Motivating Factors While Eliminating De-Motivating Factors
  • Develop a Joint Planning Process with Your Channel Partner
  • Design Effective Reward and Recognition Programs
Channel Partner Evaluation
  • Define Channel Partner Expectations
  • Develop and Use Appropriate Performance Measures
  • Terminate an Unsatisfactory Distributor
Legal Considerations
  • Investigate the Basic Principles Behind Antitrust Laws
  • Learn About Primary Laws Affecting Supplier/Partner Relationships
  • Understand the Legal Issues Around Exclusivity, Competing Lines, and Pricing
  • Identify Inadvertent Acts of Cooperation with Competition

Start and End times: first day - 8:30am-5pm, all other days 9am-5pm unless otherwise specified. Your registration confirmation notice will confirm the hotel/conference center for the seminar for which you registered. The information included on this page is all the information available on this seminar. Please use form below to register only. To request information that is not included above please send an email to . Remember to specify the complete seminar number about which you are requesting information.

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Seminars scheduled for the cities below are held at the locations listed below. For location information for other cities in which AMA seminars are held please call or email for information.

New York
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Cancellation Policy:
If you cannot attend a seminar you can contact AMA in advance to transfer to a future session, or you can send someone to take your place. If you need to cancel your attendance, AMA will give you a complete refund if you cancel more than three weeks before your seminar begins. To cancel, simply email us at . If you cancel with less than three weeks’ advance notice, you will be liable for the entire seminar fee. Once your payment has been received, you may request a courtesy transfer to use at any future AMA seminar of equal or lesser length. The courtesy transfer must be used within one year of the date of your originally scheduled seminar. In fairness to all attendees, if you do not attend a seminar session for which you are confirmed and do not contact AMA to cancel in advance, you will be charged the entire seminar fee.

AMA grants courtesy transfers to people who cannot attend their scheduled sessions. You can use a courtesy transfer for any seminar of equal or lesser length than the original seminar. You must use your courtesy transfer within one year of the date of your originally scheduled seminar.

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For additional information and schedules call 919-847-0331.

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