Ch7 Selecting The Channel Members
Ch7 Selecting The Channel Members
Ch7 Selecting The Channel Members
Members
Channel Member Selection and
Channel Design
• The channel member selection is the last phase
of channel design (phase 7).
• Trade sources
For Example:
• Trade associations • Industrial Distribution magazine
• Trade publications • The Verified Directory of
• Directories Manufacturers’ Representatives
• Trade shows • The National Association of
• Firms selling similar products Wholesaler-Distributors
• The National Retail Federation
• The Encyclopedia of
Associations
1. Finding a prospective channel
members
• Reseller inquiries
=
Manufacturer obtains information about
potential intermediaries.
1. Finding a prospective channel
members
• Advertising
Trade magazine advertising
can generate a large number
of inquiries from prospective
Members.
Guidelines:
– Think about your target market segments.
– Level & type of support required by the channel member.
– Pick your distributor carefully – weighing all factors;
product, size, service, capability.
– Remember selling & distribution requirements change
over time.
3 Securing the channel members
• Offering Inducements
3. Management assistance
Manufacturer’s Responsibility: