姚岚《率一得十倍增渠道收益》

《率一得十倍增渠道收益》
渠道业务规划和管理的新形态
主讲：姚岚老师

【课程背景】
渠道业务的模式，几十年来长期存在于市场经济的环境中，利用了较低的成本，寻求了众多的合作伙伴，在大面积的市场上获得有效的增益，随着经济形态的变化，渠道业务本身也面临了巨大的挑战，但纵观目前市场上渠道文化,渠道管理和渠道的获益手段,大部分仍然是传统招数，面临紧迫的挑战和压力！
那么渠道业务都有哪些问题出？比如说:
1, 代理商和你永远是同床异梦;
2, 代理商之间的恶性竞争，违规竞争，禁之不绝;
3, 强势的代理商无法管理，只能听从其过分的要求;
4, 销售团队除了求代理商下订单,毫无其他技能;
5, 编理由，拿特价，成为常态;
6, 直销业务死磕渠道业务;
7, ….
姚岚老师自1996年起就职于众多国际名企，其中涉及IT行业渠道业务的AT&T公司，加拿大北电公司历时10年，涉及到工业产品渠道业务的英国多米诺公司，欧洲斯凯孚公司历时8年，涵盖业务规模几十亿，不仅具有丰富的渠道管理经验，更为难得的是具有从零到优，创建渠道体系的能力和经验，使他具有分析与判断市场、开发与维护客户的独到眼光。尤其难得的是，在课程中会分享独家的针对性管理战略，帮助大家通过课程，学习与掌握如何对市场与对手开展分析，对自身特点与优势进行认知，从而确立出一套与众不同的差异化经营之路，实现利益最大化。

课程着力解决客户普遍存在的三个大问题：
1，看不清？
如何规划渠道业务？
如何寻找优质的长期合作伙伴？
如何锻炼出有力的销售团队,驱动渠道业务良性发展？
2，没法管？
如何管好众多的代理商？
如何管好合理的价格？
如何管好渠道销售，创造最大价值？
3，如何争？
如何做好和竞争对手的品牌竞争？
如何做好和对手的代理商竞争？
如何做好人才竞争？

【培训目标】
本课程能给学员带来什么？，

了解正确的渠道规划方法和原则，
了解渠道业务的多赢战略，
明确渠道商管理的4大法则，
掌握挑选渠道商的四大要素，
掌握对销售人员的量化考核要求，

课后学员能够带走什么？

PESTEL洞察术调查表
1+N量化考核制度示范稿
团队跨界协同行动示范计划

【授课对象】企业总监以上级别管理人员，总裁，营销总监，经理，中层管理人员。
【授课形式】讲授、案例分享、小组讨论等

【课程时长】6小时/天 1-2天/6-12小时

请您提前准备：一份自己公司面临的困难top3

课程大纲
一、课前思考
1、除了价格，我们与对手的差异还有哪些？
2、我们有哪些特点与优势?
3、在客户与市场开发过程中，最大障碍是?
4、渠道的价值是什么?
★ 案例讨论：英国多米诺公司渠道部在中国市场的开拓

二、渠道建设与管理中的常见问题
1、同床异梦，渠道商没有忠诚度
2、渠道商区域间 “窜货”造成价格管理困难
3、渠道商总是抱怨支持少，索要特价成为常态，利润低
4、渠道商对于新政策/产品缺乏热情
5、直销公司与经销渠道冲突
6、渠道商缺乏对我们信任，难以接触与管理他们的客户

三、渠道设计的原则与要素
1、外部环境：竞争对手与市场竞争
2、内部的优势与劣势：我们机会与对策
3、明确渠道销售 = 渠道商？代理商？系统集成商？分包商？
4、渠道管理的四项原则
★ 姚老师私房菜
强调渠道文化和渠道业务的愿景
明确渠道业务的多赢战略
注重公平>盈利的法则
明确渠道业务≠低成本包量贸易
重新定义渠道价值，赋能产品和企业
★ 案例：多米诺设立渠道文化的解释

四、渠道商的选择
★ 讨论：渠道商 = 代理商吗？
1、我们将失去部分利润，为何还要渠道商？
2、渠道建设中的几种思考
3、极力争取几种候选类型
4、避开几种候选类型
★ 姚老师私房菜
标准件贸易商vs发展野望者
注重渠道商的经营文化：快捷获利vs长远发展
培养vs挖墙
★ 案例：错选经销商导致的困境

五、业务初期的渠道管理
1、企业当前发展的主要目标
2、渠道管理所面临的主要困难
A. 与谁合作：
B. 哪里寻找：
C. 如何管理：
3、渠道管理应避免的三大错误
★ 案例：GE公司在几个不同时期的渠道选择
★ 姚老师私房菜
三大原则避免后续困境
注重青黄相接：渠道商青黄、销售团队青黄
坚持接触一线市场，避免销售做大而坐
★ 案例：前期的纵容导致后期的不可收拾

六、成熟稳定期的渠道管理：
★ 讨论：渠道管理中的几个难点
1、企业发展的主要目标
2、渠道管理所面临的主要困难
A. 不合适的合作方
B. 如何管理
C. 项目报备制度的建立
★ 案例讨论：当我们的报备制度与渠道商的利益发生冲突，如何处理？
D. 其他管理制度的建立：
3、渠道管理应避免的错误
★ 案例分析与讨论：阿里巴巴对制度的执行
★ 姚老师私房菜
强调一线用户体验获得差异化竞争机会
强调贴近渠道商的一线精英：共情+共练
注重主动沟通行业用户，充盈一线信息，倒逼自身迭代
差异性支持（和竞争对手比）增加渠道商粘性
销售数字是对渠道销售员唯一的考评内容吗？
★ 案例：斯凯孚公司的经销商如何获得差异化竞争的利益

七、渠道冲突的管理
1、渠道业务有哪些冲突
2、渠道冲突的实质
3、渠道冲突的应对
★ 姚老师私房菜

破解远不如预防
讲规则远不如利益驱动
苦劝远不如严惩

★ 案例：多米诺公司消除渠道冲突的应对案例，

八、销售队伍管理
1、销售队伍对于渠道合作方的正确认识
2、渠道销售的管理、推广与激励机制
3、销售代表与渠道商的不同作用
4、如何提升销售的基本素质
5、销售人员的4项基本工作
6、销售拜访制度的建立
★ 姚老师私房菜

考核目标仅仅是销售人员的业绩吗？
渠道销售就是总经理角色
销售人员1+N考核制度
多团队平台化支持，而非各做各的
跨界的知识培训
销售人员的洞察能力
坚持追求差异化，赋能产品和方案

★ 案例：强弱销售人员的行为对比，后续业绩展现差异。

九、总结
1、如何获得大胜？
2、竞争的三个层次？
3、与渠道合作的基础？
4、渠道管理的最高境界？

注：本站文章转载自网络，用于交流学习，如有侵权，请告知，我们将立刻删除。
Email：grlwwf@163.com

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