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Strategic Distribution and Channel Management

  • Overview ImageOverview
  • Outline ImageCourse Outline
  • Scheduled ImageScheduled Dates

Course Overview

The practice of distribution has changed dramatically in recent years, especially since the advent of e-commerce and online buying. Strategic distribution and channel management is about getting the product to the end user in the most effective way.   Depending on the nature of the product and the market, numerous intermediaries may be involved.  It can include wholesalers, agents, retailers, distributors, and the internet. 

Ensuring your product or service reaches your end customer in the most convenient, speedy, 'on brand'  and cost efficient way will give your company a competitive advantage.  This course takes delegates through the whole distribution cycle step by step from analysing current performance through to identifying and establishing new distribution models and channels that will meet both current and future market needs. 


By the end of this interactive training programme, you will be able to:

  • Assess the cost and effectiveness of your current distribution strategies and programs 
  • Develop channel management strategies that are more competitive and cost effective 
  • Access new distribution tools and processes 
  • Design a distribution strategy to fit current and future competitive market scenarios
  • 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 
  • Determine how many channels/tiers of distribution you really need 
  • Determine your channel partners’ Value Pyramid 
  • Clarify roles and responsibilities of channel partners 
  • Create targeted reward and recognition programs based on channel partner performance 
  • Use key training and motivation techniques to increase market position and enhance profitability 
  • Set clear policies and procedures for effective channel partner management 
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Course Outline

Module 1 - Creating the Distributor Capture Plan

  • Develop Distributor profile
  • Identify potential distributors
  • Analyze current business performance and develop effective plans of attack
  • Develop new strategies for displacing vulnerable competitors

Module 2 - Executing the Distributor Capture Plan

  • Develop insider salespeople who can close the sale for you
  • Discover new ways to sell to executives and top-level decision makers
  • Devise methods for bypassing purchasing departments and processes
  • Implement new financial selling techniques
  • Improve your ability to sell to committees and multiple decision makers
  • Optimize the effectiveness of group sales calls

Module 3 - Creating the Distributor Agreement and Business Plan

  • Co-create a Distributor Sales Plan with effective  targets, strategies, programs and resources
  • Proven strategies to boost Distributor marketing and sales effectiveness
  • Develop a closed-loop tracking system to ensure goal achievement
  • Obtain critical commitments that virtually guarantee their success

Module 4 - Distributor Sales Strategies

  • Devise strategies to re-orient distributors who fail to meet their commitments
  • Learn how to upgrade distributors’ professional selling skills
  • Protect your brand - ensure marketing materials, logos, pricing, policies and support conform to company standards
  • Practice methods of discussing difficult and sensitive issues with company owners

Module 5 - Channel Management and Channel Partner Selection

  • Describe Trends in Channel Management and their Impact on Decision Making 
  • Explain the Effect Mergers and Acquisitions Have on Channel Management 
  • Develop Channel Partner profile and Identify Potential Channel Partners 
  • Analyze the Current Channel Flow
  • Identify Value Activities Performed By Channel Partners  
  • Understand the Key Elements to Be Included in Contracts and Agreements 
  • Define and Implement a New Partner "Start-Up" Action Plan

Module 6- Understanding the Needs of Your Channel Partner 

  • Determine Your Channel Partner’s Value Pyramid 
  • Learn How Your Channel Partner Makes Money 
  • Design a Simple, Effective Plan to Identify Channel Partner Needs
  • Evaluate Your Relative Position to Other Vendors with Your Channel Partner 

Module 7 - Channel Partner Evaluation 

  • Define Channel Partner Expectations 
  • Develop and Use Appropriate Performance Measures 
  • Terminate an Unsatisfactory Partner

Module 8 - Legal Considerations 

  • Basic Principles Behind Antitrust Laws 
  • Primary Laws Affecting Supplier/Partner Relationships 
  • Legal Issues Around Exclusivity, Competing Lines, and Pricing 
  • Inadvertent Acts of Cooperation with Competition
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Schedule & Fees

3 For 2Offer

Get the most out of group training with our special discount! Register 3 of your participants together on the same course and only pay for 2.

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  • Frankfurt frankfurt icon
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  • Sales and Marketing

Duration: 20 CPD hours (5Days)

date: 01 - 05 Jul 2024

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  • Sales and Marketing




Duration: 20 CPD hours (5Days)

date: 02 - 06 Dec 2024

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  • Sales and Marketing

Strategic Distribution and Channel Management

Duration:5 Days (20 CPD hours)

date:01 - 05 Jul 2024




Register Now

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Frequently Asked Questions

How can training courses be used as a company benefit?

Training is hugely beneficial to both yourself and your company. It enables you to employ new technologies, increases your productivity and enables you to be more autonomous. Have a look here at our infographic on the importance of training and development!

How often do you update your course content to ensure relevancy?

Our course content is constantly reviewed and updated to ensure we stay up to date with all the latest trends. After every course is completed we review the feedback and improve the material where necessary.

Do you keep your classroom environment and instructional methodologies current with today’s real-world workplace?

Yes, we focus our training on ‘real-world’ scenarios and our trainers are all highly experienced and skilled in their relevant fields.

Are your courses eligible for professional certification?

Yes, we offer certification with all our courses, every course is entitled to CPD (Continuous Professional Development) hours which you can put towards your professional portfolio.

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Strategic Distribution and Channel Management

  • GermanyFrankfurt
  • calendar01 - 05 Jul 2024
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  • GermanyFrankfurt
  • 01 - 05 Jul 2024
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