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Don’t Let The Tail Wag The Dog Manage Your Distributors

Don’t Let The Tail Wag The Dog Manage Your Distributors. Mike Stokes 15th March 2006. Mike Stokes – Profile. Successful exporter for 20 years in fast-moving white goods industry Long track record in managing agents & distributors across brands and markets

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Don’t Let The Tail Wag The Dog Manage Your Distributors

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  1. Don’t Let The Tail Wag The DogManage Your Distributors Mike Stokes 15th March 2006

  2. Mike Stokes – Profile • Successful exporter for 20 years in fast-moving white goods industry • Long track record in managing agents & distributors across brands and markets • Made lots of mistakes – but learned ! • Now independent consultant & adviser

  3. Agents & Distributors Often both are called “agents” ... BUT if an “agent” buys stock & sells it on ... the “agent” is actually a distributor ! • Agents receive a commission • Distributors make a margin

  4. Agents & Distributors • Did the research, found the customers, did the visits & made the appointment • So – a job well done ? • WRONG – a job well started ! • Your business, your brand, your products • Set the tone & manage your distributors

  5. Manage Your Distributors • Decide how to measure performance

  6. Measure Performance • Simple sales value • Share of local market • Number of display points • Listings by major retailers • Listings by Local Government departments • Entries in catalogues • “Level of Service” KPIs

  7. Manage Your Distributors • Decide how to measure performance • Tell the distributor how he is measured

  8. Why Tell The Distributor ? • Ensure objectives are achieved • Avoid misunderstanding • Avoid mistrust • Avoid confrontation

  9. Manage Your Distributors • Decide how to measure performance • Tell the distributor how he is measured • Put your own house in order

  10. Put Your Own House In Order • Suitable products • Competitive prices • Adequate margins • Right routes to market • Branding • Promotional support • Communication

  11. Manage Your Distributors • Decide how to measure performance • Tell the distributor how he is measured • Put your own house in order • Drive towards success

  12. Drive Towards Success • Measure, monitor, communicate • Motivate • Incentivise • Support • Involve, develop

  13. Manage Your Distributors • Decide how to measure performance • Tell the distributor how he is measured • Put your own house in order • Drive towards success • Your business, your brand, your product • Don’t let the tail wag the dog

  14. Mike Stokes www.exportential.co.uk

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