This document provides information about an upcoming course on channel management. The 4-day course will cover selecting, managing, and motivating distributors to improve profitability. It will help attendees increase sales, build customer loyalty, develop partnerships with channel partners, and create an effective channel marketing plan using the latest management strategies. The course director, Bob Davies, has extensive experience in sales, marketing, and channel management. Attendees will learn how to select partners, set guidelines for relationships, increase cross-selling, and overcome challenges in managing distributor networks.

1. Channel
Management
Brand
New
Course
A Comprehensive Course Covering Selection, Management And
Motivation Of Distributors For Improved Profitability
Key Business Benefits
1. Increase sales and build customer loyalty by better managing the relationships,
processes and practices in the sales/distribution channel
2. Build partnerships and get more co-operation from channel partners to achieve higher
customer service standards
3. Use the latest management thinking, and develop a structured channel marketing
plan
4. Effectively collaborate with and leverage channel partners to better market to, sell to
and service end-customers
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13 – 16 April 2014
The Address Hotel, Dubai Marina, Dubai, UAE
Organised by
www.iirme.com/channelmgmt

2. Channel Management
Meet Your Expert Course Director
Bob Davies is the Managing Director of
Marketing Consilium Limited. He specialises
in sales and marketing topics both on the
training front, speaking at conferences and with
constructive consultancy advice. Bob has had
a very successful career in various sales and
marketing management positions with US and
UK multinational organisations in which he successfully developed
new market areas and sales channels. This role has provided him
with valuable, hands-on experience of both strategic marketing
and its practical application through the channel role.
Bob’s clients include international companies in manufacturing,
telecommunications, software, industrial consumables, office
supplies, research organisations, banking and insurance, specialist
retail and legal practices.
In recent years, Bob’s consultancy practice has become truly
international with assignments in USA, Russia, China, Australia,
Ireland, Italy, Germany, Austria, Holland, Sweden, Finland,
Denmark, Macedonia, Croatia, Albania, Tunisia, South Africa,
Sudan, Tanzania, Kenya, Seychelles and many projects in the Gulf
Region including Saudi Arabia, Kuwait, Iraq, Syria, UAE, Bahrain,
Iran and Qatar.
As a chartered marketer and an active member of the training
faculty of the Chartered Institute of Marketing (CIM), Bob has
designed and directed many courses for CIM members.
Why You Must Attend
This comprehensive course will:
• Help your channel teams to attract and retain customers,
reduce administrative time, provide robust account
management and drive higher revenues
• Understand how to select the most appropriate partners and
distributors
• Set ground rules and disciplines for your relationships with
channel partners
• Increase sales from cross-selling based on customer
information
• Help successfully overcome the challenges of running an
effective distributor network
• Increase sales and maximise opportunities through training
and channel readiness
• Introduce you to innovative channel sales strategies for long
term business benefit and customer satisfaction
This course empowers you to manage partners and encourage
channel partners to effectively serve their customers, resulting in a
more profitable and loyal indirect channel.
Organisations can more effectively collaborate with and leverage
channel partners to better market to, sell to and service endcustomers.
This practical course offers ideas and solutions to the challenges of
running an effective distributor network, backed by examples, cases
and exercises. You will be expected to share the challenges that you
are experiencing in your channels.
13 – 16 April 2014
The Address Hotel, Dubai Marina,
Dubai, UAE
Course Overview
Maximise Your Sales Results Through Effective Distributor
And Dealer Management
Selecting the most appropriate distribution channels and
motivating channel partners are key factors in selling profitably
through third parties. It is essential for any organisation involved
in the selection and management of channel partners to build and
manage effective working relationships that encourage trust, add
value and avoid conflict.
As economies move towards globalisation, organisations want to
reach their end-customers in the shortest possible time to increase
market penetration and beat competition. The foremost objective
of any organisation is to reduce the cost of sales and service
efforts and improve the bottom line by increasing the efficiency of
channel partner teams. This is possible only if channel partners are
involved early enough in the sales and marketing processes or else
the profitability of the business is bound to suffer.
Selection of the right channel partners (distributors) is fundamental
to channel success; they can be tremendous assets to any sales
team as their performance directly affects revenue and profit.
Additionally, channel partners are the custodians of the corporate
image and reputation. Channel management helps you establish
and properly manage agency networks.
It provides you with effective tools to develop and manage channel
marketing plans for quick and systematic procurement and delivery
of products and services to customers.
Course Objectives
•
Determine appropriate selection criteria to build high-calibre
channel teams
•
Identify key issues involved in channel development by
understanding the differing types of channels
•
Manage, evaluate and motivate the performance of channel
partners
•
Increase sales and build customer loyalty by better managing
the relationships, processes and practices in the sales/
distribution channel
•
Develop a channel marketing plan outlining requirements,
responsibilities and objectives
•
Assess the performance criteria for channel partners
•
Build a partnership and get more co-operation from channel
partners to achieve higher customer service standards
Would you like to run this
course in-house?
The in-house training division of IIR Middle East
Tel: +971 4 407 2624 • Email: CTS@iirme.com
www.iirme.com/cts
To register+971 4 335 2437
Call Howard Fernandes at335 2438 4072657 or Email him at howard.fernandes@iirme.com
+971 4 00971 4
register@iirme.com
www.iirme.com/channelmgmt

3. Course Timings Registration will be at 07:30 on Day One. Each day the course will commence at 8:00 and conclude at 14:30. Refreshments will be
served at approximately 10:30 and 12:30 and lunch will be served at the end of each day’s session.
Day One
Introduction – Global Issues And Local Relevance
• Marketing strategy management – is there a need for channels?
• Identification of key issues in channel management
• Psychology of relationships with channel partners
• Understanding how you are perceived by the channels
Financial Issues
• Identify the cost of servicing customers through each channel
• Calculating margins and profits generated from each channel
partner
• Establishing pricing policies to match strategies
Strategic Marketing Planning
• Ensuring a marketing orientation
• Understanding benefits from marketing mix considerations
• Market audit of current position, PESTLE/SWOT/TOWS analysis
• Competitor benchmarking and evaluation
Day Four
Establishing A Market Network
• Recognising the need for a disciplined approach to marketing
channels
• Market mapping – defining the available routes to market
Building The Relationship With Channel Partners
• Agreeing and applying commitment to the channel
• Sharing information and joint market research
• Developing a support package for your channel partner
• Training channel personnel and identifying the resources required
• Developing and managing your channel partner
Day Two
Marketing Analysis
• Portfolio analysis and strategic options
• Agreeing and implementing programmes for the long term
Segmenting The Potential Customers
• Identifying the needs of your channel and your consumers
• Segmenting the market based on geographical, demographic and
behaviour factors
• Understanding customer dynamics and behaviour
• Tailoring level of service to particular segments
Selection Of Right Partners
• Identification of selection criteria for potential channel partners
(distributors)
• Developing a weighted template to select your ideal partners
• Determining the mix of channel partners required to service target
market segments
Recognising Channel Mix Issues
• Understanding the benefits and pitfalls of a multi-channel strategy
• Selecting optimum routes to reach your customers
• Impact of the internet on channel strategy
• Techniques for guiding customers to appropriate channels
Day Three
Focusing Channels On The Selected Market
• Defining your offering and understanding your influences on your
market positioning
• Understanding how your Unique Selling Points (USPs) provide
differentiation
Marketing Communications
• Integrated marketing planning and promotions
• Development programmes for key areas of support
• Developing integrated marketing planning and promotion
programmes to provide maximum communication impact
+971 4 335 2437
+971 4 335 2438
Making The Plan Work By Empowering And Motivating The
Channel Partner
• Selling the importance of channel philosophies internally
• Practical application of motivation in the market
• Motivating your channel partner, the organisation and their staff
• Practical methods used in ‘encouraging‘ your partners to follow the
rules and policy that you expect
Developing And Agreeing On A Comprehensive Marketing Plan
With Major Channel Partners
• Setting and agreeing key controls for your channel partners
• Essential objectives, territories, quotas, targets and goals
• Developing a comprehensive marketing plan
Managing The Channel Plan For Success
• Formal review sessions – frequency and focus
• Terminating agreements – understanding the risk
Review And Action Plans
• Review of the course
• Identification of most important and relevant points
• Developing your action plans with realistic deadlines
Who Should Attend?
• Sales and Marketing Directors
• Senior Sales and Marketing
Managers
• National and Regional Sales
Managers
• Channel Managers, direct
sales people with channel
responsibility
• Distribution Managers
• Product Managers
Industries Would Include:
• Pharmaceuticals
• Medical equipment/devices
• Office equipment
• Electrical/Electronics
• Telecoms
• Industrial oils
• Steel industry
register@iirme.com
•
•
•
•
•
•
•
•
•
Senior Sales Staff
Business Unit Managers
Operations Managers
Business Development
Managers
Global Account Managers
Key Account Managers
Project Managers
Communications Managers
Brand Managers
•
•
•
•
Engineering
Automotive components
Chemicals
Building and construction
material
• And many more
www.iirme.com/channelmgmt

4. Channel Management
13 – 16 April 2014
The Address Hotel, Dubai Marina,
Dubai, UAE
To register Call Howard Fernandes at
FIVE WAYS TO REGISTER
00971 4 4072657 or Email him at
howard.fernandes@iirme.com
IIR Holdings Ltd.
+971 4 335 2437
P.O Box 9428
Dubai, UAE
+971 4 335 2438
register@iirme.com
www.iirme.com/channelmgmt
DISCOUNTS AVAILABLE
FOR 2 OR MORE PEOPLE
CALL – +971 4 335 2483
E-MAIL – a.watts@iirme.com
WEB BC5358
Course Fee Before
26 January 2014
Course Fee Before
16 February 2014
Final Fee
US$ 3,995
Event
US$ 4,495
US$ 4,795
Channel Management
13 – 16 April 2014
WOULD YOU LIKE TO RUN THIS COURSE IN HOUSE?
Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance.
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If you are unable to attend, a substitute delegate will be
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Avoid Visa Delays - Book Now
Delegates requiring visas should contact the hotel they wish to
stay at directly, as soon as possible.
Visas for non-GCC nationals may take several weeks to process.
All registrations are subject to acceptance by IIR which will be
confirmed to you in writing.
Due to unforeseen circumstances, the programme may change and IIR reserves the right to alter
the venue and/or speakers.
Event Venue:
The Address Hotel, Dubai Marina, Dubai, UAE
Tel: +971 4 436 7777
Accommodation Details
We highly recommend you secure your room reservation at the
earliest to avoid last minute inconvenience. You can contact
the IIR Hospitality Desk for assistance on:
Tel: +971 4 407 2693
Fax: +971 4 407 2517
Email: hospitality@iirme.com
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