DISTRIBUTOR MANAGEMENT

Emilio Macasaet III's Fundamentals
of Distributor Management
[BASIC]

By : Emilio "Bong" C. Macasaet III

Distributor partners are your company’s extensions.

This basic principle needs to be integrated in the way you deal with your distributors – extensions of the company. Hence, there has to be a more structured approach to growing the business through them. However, most distributors are treated just like another account with anemic regard for strategic and long-term thrust.


KEY BENEFITS TO PARTICIPANTS
Each participant will learn:

  • Substantial knowledge about the more effective ways in building your business through a 3rd party distributor.

  • Necessary tools to developing well-aligned programs to help achieve cycle goals and long-term business relationship.


KEY BENEFITS FOR COMPANIES
The company will gain:

  • The strategic frameworks, best practices and case studies to bring renewed approach to managing your distributor partners.

  • A stronger partnership with distributors than can translate to long-term business and sustainable competitive advantage in the market place.


WHO SHOULD ATTEND
Distributor managers and specialists are the primary targets of this seminar.


PROGRAM OVERVIEW
Module 1: Channel Strategy: Focus The Distributor On Priority Segments
 

  • What is STRATEGY really?

  • The Route-To-Market Strategy framework

  • How channels and customers are segmented

  • Leading distributors to focus on priority segments


Module 2: Managing Principal-Distributor Relationships
 

  • The nature, sources, and uses of POWER

  • How to use power to influence distributor to collaborate

  • The 3 stages of conflict in managing relationships

  • Hindrances to achieving better performance

  • Major sources of conflict

  • Conflict resolution styles and strategies


Module 3: Understanding The Distributor’s Business & Operation
 

  • Understanding the Distributor Agreement

  • Developing & Updating the Distributor Business Profile

  • Developing/enhancing the Distributor’s Route-To-Market Strategy

  • Understanding the Distributors key issues and how we can respond


Module 4: Day To Day Engagement Procedures With Distributor
 

  • The Nature of Habit: why we need to routinize

  • The Distributor Manager’s Structured Daily Routine

  • Preparations Needed for the Visit

  • Steps During the Visit and Meeting with Distributor and Staff

  • Steps and Procedures After the Visit and Meeting


Module 5: The Distributor Performance Scorecard
 

  • Measure and evaluate what?

  • Performance SCORECARD: To EXPLAIN & PREDICT Performance

  • Components of a robust SCORECARD

  • How to develop a relevant SCORECARD with your Distributor





ABOUT THE INDUSTRY EXPERT

EMILIO MACASAET III 
Partner and Chief  Channel Marketing Strategist 
  • Chairman and CEO of Field Partners Inc.

  • He is the author of the best-selling, Distributor Management, the first ever book on distributor management in the Philippine Market, 6 Steps To Effective Key Account Management and his most recent book, Fundamentals of Trade Marketing.

  • He brings with him very extensive and intensive corporate experiences gained from both local and multinational companies like Gillette, Nestle, L'Oreal, Metrolab and RFM Corporation where he was Vice President of Sales & Distribution division. 

  • He conducts various sales seminars, consulting, and training programs in most parts of Asia-Pacific and Middle East.

  • He obtained his MBA from Ateneo De Manila University and took his Doctor in Business Administration at De La Salle Graduate School of Business where he was a former MBA professor in Distribution Management. 

  • He attended an executive program on Marketing Channels at Kellogg School of Management and other special programs at Singapore Institute of Management (SIM), Singapore, and Burke Institute, USA

  • He is currently a professor of Marketing Management at the Ateneo Graduate School of Business.