[思考]Optimising Sales Channel Management 销售渠道管理流程优化

Introduction

简介

Effective sales channel management plays a pivotal role in the success of any business. It encompasses a series of well-defined steps that enable organisations to identify, select, train, motivate, assess, and resolve issues related to their intermediaries. By strategically managing the sales channel, companies can enhance market reach, streamline operations, and drive revenue growth. In this article, we will delve into each phase of the sales channel management process, highlighting its importance, and conclude with a compelling real-life case study.

有效的销售渠道管理在任何企业的成功中起着至关重要的作用。它包含一系列明确定义的步骤，使组织能够识别、选择、培训、激励、评估和解决与渠道商相关的问题。通过战略性地管理销售渠道，公司可以增强市场覆盖范围，优化运营，并推动营收增长。在本文中，我们将深入探讨销售渠道管理过程的每个阶段，强调其重要性，并以一个引人入胜的实际案例作为结尾。

Identification of Sources

资源识别

The first step in sales channel management is identifying potential sources or intermediaries that can facilitate the distribution of products or services. This involves researching and evaluating various channels, such as retailers, distributors, wholesalers, e-commerce platforms, and resellers. By identifying the most suitable sources, businesses can tap into new markets, leverage existing networks, and gain a competitive edge.

销售渠道管理的第一步是确定可以促进产品或服务分销的潜在来源或渠道商。这涉及对各种渠道进行研究和评估，如零售商、经销商、批发商、电子商务平台和转售商。通过确定最合适的来源，企业可以进入新市场，利用现有网络，并获得竞争优势。

Preparing Selection Criteria

准备选择标准

Once potential sources are identified, it is crucial to establish selection criteria. This involves defining the attributes, capabilities, and compatibility required from intermediaries. Factors such as market expertise, geographical coverage, financial stability, reputation, and alignment with the brand's values should be taken into account. By setting clear selection criteria, organisations can ensure that their chosen intermediaries align with their strategic objectives and contribute to long-term success.

一旦确定了潜在的来源，建立选择标准就变得至关重要。这涉及到确定渠道商需要具备的属性、能力和兼容性。应考虑市场专业知识、地理覆盖范围、财务稳定性、声誉以及与品牌价值观的一致性等因素。通过明确的选择标准，组织可以确保所选择的中间商与其战略目标相一致，并为长期成功做出贡献。

Selection of Intermediaries

渠道商的选择

Choosing the right intermediaries is a pivotal step. Using your selection criteria, you can assess each potential intermediary's capacity to effectively distribute your product or service. You must consider their expertise, their understanding of your target market, and how well their business model aligns with yours. The selection of the right intermediaries often spells the difference between the success and failure of a product in the market.

选择合适的渠道商是一个至关重要的步骤。根据您的选择标准，您可以评估每个潜在渠道商有效分销您的产品或服务的能力。您必须考虑他们的专业知识、他们对目标市场的理解以及他们的商业模式与您的商业模式的契合程度。选择合适的渠道商往往决定了产品在市场上的成败。

Providing Required Training to Intermediaries

提供渠道商需要的培训

Training is a critical aspect of sales channel management. Intermediaries need to be equipped with comprehensive product knowledge, sales techniques, and an understanding of the brand's values.This involves educating them about your products or services, your brand values, and your expectations. The goal is to ensure they represent your brand effectively and consistently. This training can be conducted through workshops, seminars, or even online courses.

培训是销售渠道管理的一个关键方面。渠道商需要掌握全面的产品知识、销售技巧，并理解品牌的价值观。这包括对他们进行关于产品或服务、品牌价值观和相关要求的教育。培训的目标是确保他们能够有效而一致地代表您的品牌。培训可以通过研讨会、培训班甚至在线课程来进行。

Motivating Intermediaries Whenever Required

有需要时随时激励渠道商

Motivation is key to maintaining a productive and engaged sales channel. Incentivising intermediaries through financial rewards, recognition, or exclusive benefits can significantly enhance their performance. Regular communication, feedback, and support also play a crucial role in keeping intermediaries motivated and aligned with your business goals.

激励是保持的销售渠道的关键。通过财务奖励、认可或独特的福利来激励渠道商，可以显著提升他们的表现。定期的沟通、反馈和支持也在保持渠道商积极性和与您的业务目标保持一致方面起着至关重要的作用。

Assessment of Intermediaries

对渠道商进行评估

Regular assessment and performance evaluation of intermediaries are crucial to maintaining channel effectiveness. Key performance indicators (KPIs) should be established to measure factors such as sales volume, market share, customer satisfaction, and adherence to brand guidelines. Based on this assessment, you can decide whether to continue, alter, or end the relationship.

渠道商的定期评估和绩效评估对于保持渠道的有效性至关重要。应建立关键绩效指标（KPI），以衡量销售额、市场份额、客户满意度和对品牌准则的遵守等因素。根据这些评估结果，您可以决定是否继续、修改或终止与渠道商的合作关系。

Issues and Resolution in Channel Management

渠道管理中的问题和解决方法

Despite best efforts, issues in channel management can arise, such as conflicts between intermediaries, inconsistent representation of your brand, or declining sales performance. Timely identification of these issues, open communication, and proactive problem-solving are key to resolution.

尽管尽力而为，渠道管理中仍可能会出现问题，例如中间商之间的冲突、与您品牌不一致的声音，或销售绩效下降。及时识别这些问题、开放沟通和积极解决问题是解决的关键。

Example

案例

Now, let's look at a real-life example to illustrate these points.

Consider the tech giant, Apple Inc., known for its impressive sales channel management. Apple identified a mix of direct and indirect sales channels, including their brick-and-mortar Apple Stores, online store, and third-party sellers like Best Buy and Amazon.

Their selection criteria for intermediaries emphasised brand alignment and customer service, ensuring their partners could provide the high-quality customer experience that Apple is known for.

Apple provides comprehensive training to their intermediaries, with programs like the Apple Sales Training Online (ASTO), which offers information about products, sales techniques, and customer interactions.

To motivate their intermediaries, Apple offers incentives like special pricing for employees of intermediaries, enhancing motivation and product knowledge.

Apple regularly assesses its intermediaries, ensuring they adhere to high service standards and meet sales goals. When issues arise, Apple works closely with its intermediaries to resolve them, maintaining a strong focus on preserving customer satisfaction and brand integrity.

现在，让我们用一个真实案例来说明这些观点。

以科技巨头苹果公司为例，它以出色的销售渠道管理而闻名。苹果确定了一种直接和间接销售渠道的组合，包括实体店苹果零售店、在线商店以及百思买和亚马逊等第三方销售商。

他们对渠道商的选择标准强调品牌一致性和客户服务，确保合作伙伴能够提供苹果闻名的高品质客户体验。

苹果为他们的渠道商提供全面的培训，例如苹果销售培训在线（ASTO）等项目，提供有关产品、销售技巧和客户互动的信息。

为了激励他们的渠道商，苹果为渠道商员工提供特别定价，增强动力和产品知识。

苹果定期评估其渠道商，确保他们遵守高服务标准并实现销售目标。当问题出现时，苹果与渠道商密切合作解决问题，始终专注于保持客户满意度和品牌完整性。

Conclusion

结论

Effective sales channel management is a strategic imperative for businesses seeking to optimise market penetration and revenue growth. By following a well-defined process that includes the identification of sources, preparing selection criteria, selecting intermediaries, providing training, motivating partners, assessing performance, and addressing issues, organisations can build a robust sales channel that delivers sustainable success. By investing time and resources into channel management, companies can forge strong partnerships, enhance brand presence, and drive customer satisfaction, ultimately gaining a competitive advantage in the marketplace.

对于寻求优化市场渗透和收入增长的企业来说，有效的销售渠道管理是战略上的必要条件。通过遵循明确定义的流程，包括确定来源、制定选择标准、选择渠道商、提供培训、激励合作伙伴、评估绩效和解决问题，组织可以建立一个稳固的销售渠道，实现可持续的成功。通过在渠道管理中投入时间和资源，公司可以建立强大的合作伙伴关系，增强品牌影响力，提升客户满意度，最终在市场上获得竞争优势。

If you are interested in further developing knowledge aforementioned , or other leadership and management skills, please contact us to discuss our range of market tested, fully customised training programs.

如果您有兴趣进一步拓展以上知识，请与我们联系，一同探讨我们经过市场测试的全定制培训计划。

See our insights

比恩锡BMC公司版权所有©️2023年。未经许可，不得做任何形式的转载和出版。转载请在消息栏回复“转载”查阅须知。关注“BMCGROUP人才发展”微信公众号获得更多人才洞见。点击“阅读原文”，可查阅官网。

Contact (English & Chinese):

Charlie He - Managing Director, BM Consulting (Shanghai) / Head of Centre, City&Guilds China Centre

Tel: (+86) 186 2187 6930

Email: charlie01@bmconsulting.cn

WeChat: Charlie_HeYu

Company address: 上海市黄浦区人民路885号淮海中华大厦615室/room 615, Huaihai China Tower, Ren'min Road 885, Huangpu District, Shanghai China

About us:

        BMC Partnership总部位于上海，作为中国和海外的国际认证职业培训项目的专业合格供应商和咨询顾问，拥有数十年的国际经验。

      目前，我们提供City & Guilds商务支持（Business Support)三级文凭（4475-13），为中国大陆的职业高中、高等院校和跨国企业，以及私人商业等领域的专业人士提供商业技能培训。

Based in Shanghai, BMC Partnership has over a decade of experience as a specialist qualified provider and consultancy for internationally accredited vocational training programs in China and overseas.

Currently, we offer City & Guilds Level 3 Diploma in Business Support (4475-13), providing vocational business skills training to China Mainland vocational high schools, colleges, universities, and multinational enterprises, as well as for private business professionals.