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Aligning Your Distribution Channel Around Corporate Objectives

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In our many dealings with distribution channels we've found that most channels are very poorly aligned behind corporate strategies and objectives. This is not surprising. Aligning a distribution channel is very difficult, but while the barriers are many the value in doing so is key to your success.  Some of these barriers include:

1. Dealers, distributors and franchises are often geographically far from the corporate headquarters.

2. More often than not, they are privately owned businesses with their own agendas for success.

3. The people you need to reach...the sales, service, parts and finance folks that have the most impact on your success...are often a layer or two below the executives that are on your radar screen.

4. Those key customer-facing workers may never, over the entire course of their careers, actually meet you face-to-face or even communicate virtually with you.

With all these things working against you, how do you align your channel and ensure that they are working with your best interests in mind?

Well, doing things the same way you've always done them is not the solution. Instead, you need to try something new. First you need to eliminate the middleman. You cannot rely on dealer executives to effectively communicate your goals and strategies to the customer facing people in your channel. Once your reach these key people, and establish a relationship (even if it's a virtual relationship), you are in a position to align them behind your corporate goals and objectives.

This obviously begs the question: How do I establish a relationship with these people when they're a couple of layers down within my channel and geographically dispersed throughout the nation or the world? The answer to this is to find a way to become integrated into their work flow or work process. The way to do this is to introduce a dealer information system that becomes tightly integrated with their work life and provides immediate and ongoing value to their financial well-being. Once you do this you will have the Trojan Horse where you can infiltrate their work life with communication and branding that brings them into alignment with your goals and strategies.

For actual case studies on how this has been achieved at Fortune 500 companies contact your LogicBay representative.

This article was written by Paul Tobin. 


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A new paradigm

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Small business certainly has its challenges in today's unprecedented economic times.  Uncertainty abounds.  You can't pick up a newspaper or listen to a news analyst predicting doom and gloom for the foreseeable future.   But as a leader of a small business that has survived the tumultuous first 5 years (we're working on our 7th year), I am more optimistic and excited about the days ahead than ever before.  Why?  Well, for starters, this nation and the capitalism that has contributed to its success has been driven by innovation.  Duress is a friend of innovation - it fuels it.  Under duress, people will try new things. They'll give new ways of reaching their goals a chance.  If the old way of doing things are just going to drive old results, then why do them?  When given a fraction of the resources but expected to achieve breakthrough results, taking  a careful look at other methods is now a more sound course of action than ever before.   Duress creates the environment for leaders to emerge and drive their organizations to success despite the challenges that they face.  These organizations will be the winners in these trying times. 

In our business, we offer new ways of achieving breakthrough results.  For years its been a tough sell.  To date, even though we've proven that some of the world's most established companies have adopted our technology and approach to solving big business problems works, many other people who have taken a look at what we have to offer simply didn't think it would work in their organizations.  However, it's different today.  

So, I'm excited about the times that lie ahead for us.  We live in a time in which the context of each day is "change".   Most people are naturally opposed to change, however change is in vogue these days politically and in the business world.  The context of change brings with it a new willingness to listen to new, proven approaches - deciding if the approach would work "here".  People are actually more receptive to listening to our approach than ever before.

This blog will be a record of experiences we are having with our customers and partners who are driving breakthrough results through the innovative use of new technology and processes.  It's also a recording of work and lessons learned we are involved with in partnership with new customers and partners.   It will not be an advertisement for what we do - see the rest of our web site for that.  Rather, it's a space in the virtual world where we will share our wisdom, and welcome yours.  What are you doing in your organization to innovatively drive results in trying times?  Share your stories along with ours!  Challenge anything written here, for it is the feedback from you that steers our strategy.  We welcome your views! - John

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