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Handbook of Channel Marketing
How to select, motivate, and manage the people and organizations
who sell your high-tech goods and services.
I: Methods and Tools
III: Where the Rubber Meets the Road
1. Defining your Objective
What is a Marketing System? When is it Successful?
The Six Cornerstones of successful business partnerships
2. How to Produce your Objective
3. How to Motivate and Manage Decisions
Maslow's Hierarchy of Personal Needs, Management by Personal Attractors, Competitive Alternatives, The Principle of Three to Five
4. Decision-making Attitudes
Adventurers, Craftspeople, Bureaucrats, Victims (Losers)
Market timing for Adventurers, Craftspeople, and Bureaucrats
5. Customers' Buying Processes
The buying team, The buying process, What customers want or need
6. Customer/Supplier Relations
Relative importance of Customers and Suppliers
Critique of "the Customer is King"
7. Manufacturers' Selling Processes
Selling sequence, Timing of the selling process
What is a Marketing System? When is it Successful?
The Six Cornerstones of successful business partnerships
2. How to Produce your Objective
3. How to Motivate and Manage Decisions
Maslow's Hierarchy of Personal Needs, Management by Personal Attractors, Competitive Alternatives, The Principle of Three to Five
4. Decision-making Attitudes
Adventurers, Craftspeople, Bureaucrats, Victims (Losers)
Market timing for Adventurers, Craftspeople, and Bureaucrats
5. Customers' Buying Processes
The buying team, The buying process, What customers want or need
6. Customer/Supplier Relations
Relative importance of Customers and Suppliers
Critique of "the Customer is King"
7. Manufacturers' Selling Processes
Selling sequence, Timing of the selling process
14. How to Design Your Marketing system
Eight Questions that shape your Marketing System, Summary of values added by channel organizations, How to develop a Marketing system from scratch, How to optimize an existing system, Guidelines for adding channels
15. How to Hire Sales Professionals and Channel Organizations
General approach, Interview and hiring tips, Interviewing Sales Executives, Interviewing Reps or VARs, Use the old-boy network, Eight common mistakes
16. How to Get Them to Sell for You
Background, Plan Overview, Plan Objectives, Plan Sequence, First training session
17. Eight ways to Keep them Selling for You
1. Provide dependable, timely support, 2.Build on strength, 3. Have the best sales professionals visit the factory, 4. Publicize competitive ratings among top performers, 5.Conduct participative and interactive sales meetings, 6. Establish a "Top Sales Professionals" council, 7.Establish a Council of channel organizations, 8. Establish an effective and continuous training program
18. A Fresh Look at Classic Issues
What makes the Sales Forecast counterproductive, Individual Quotas and Incentives, Launching New Products
19. Automating Your Marketing system
Eight Questions that shape your Marketing System, Summary of values added by channel organizations, How to develop a Marketing system from scratch, How to optimize an existing system, Guidelines for adding channels
15. How to Hire Sales Professionals and Channel Organizations
General approach, Interview and hiring tips, Interviewing Sales Executives, Interviewing Reps or VARs, Use the old-boy network, Eight common mistakes
16. How to Get Them to Sell for You
Background, Plan Overview, Plan Objectives, Plan Sequence, First training session
17. Eight ways to Keep them Selling for You
1. Provide dependable, timely support, 2.Build on strength, 3. Have the best sales professionals visit the factory, 4. Publicize competitive ratings among top performers, 5.Conduct participative and interactive sales meetings, 6. Establish a "Top Sales Professionals" council, 7.Establish a Council of channel organizations, 8. Establish an effective and continuous training program
18. A Fresh Look at Classic Issues
What makes the Sales Forecast counterproductive, Individual Quotas and Incentives, Launching New Products
19. Automating Your Marketing system
8. Introduction to Sales Channels
9. Direct Sales
Structures, Key people, Economics, Strengths, Weaknesses, Management issues, Best customers, Worst customers
10. Manufacturers Representatives
Structures, Key people, Economics, Working relationships, Strengths, Weaknesses,
Management issues, Best customers, Worst customers
11. Distributors
Structures, Key people, Economics, Working relationships, Strengths, Weaknesses,
Management issues, Best customers, Worst customers
12. Retail
Shelf Space, Structures, Key people, Economics, Working relationships, Strengths, Weaknesses,
Management issues, Best customers, Worst customers
13. Value Added Resellers
Structures, Key people, Economics, Working relationships, Strengths, Weaknesses,
Management issues, Best customers, Worst customers
9. Direct Sales
Structures, Key people, Economics, Strengths, Weaknesses, Management issues, Best customers, Worst customers
10. Manufacturers Representatives
Structures, Key people, Economics, Working relationships, Strengths, Weaknesses,
Management issues, Best customers, Worst customers
11. Distributors
Structures, Key people, Economics, Working relationships, Strengths, Weaknesses,
Management issues, Best customers, Worst customers
12. Retail
Shelf Space, Structures, Key people, Economics, Working relationships, Strengths, Weaknesses,
Management issues, Best customers, Worst customers
13. Value Added Resellers
Structures, Key people, Economics, Working relationships, Strengths, Weaknesses,
Management issues, Best customers, Worst customers
II: Channel Organizations
Free: Handbook of
Channel Marketing
( 2.75 meg pdf file)
( 2.75 meg pdf file)