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Distribution Channel Development Selecting the right mix of sales channels and optimizing their performance is a critical issue with many of our clients. At Sunvalley Communication we work in maximizing the effectiveness of direct sales organizations, representative, distributors, and resellers. | Assessing the performance of the sales channels, recommending alternative means of reaching customers and developing the capabilities of the sales organization are important aspects of many of our assignments. Exploiting the latest electronic and non-electronic means of reaching customers directly is an increasingly important part of our work in developing distribution channel effectiveness.
Many of the practices implemented in these consulting engagements are directly tied to the principles of Process, Competence, Value Enablement and Leadership developed in our customized sales excellence training programs. In addition to consulting services, many of our training programs address these areas as well.
Our services include: Distribution Channel Development, Sales Channel Selection, Channel Audits/Assessments, Sales Performance Development, Sales Channel Management
Case Study 1 A North American Pharmaceutical Company with a Benelux and Scandinavian Distribution Strategy A major US Pharmaceutical company wanted to change the structure of their distribution network in the Benelux and Scandinavian countries. We worked with them and their trading partners in key geographies to refine their sales distribution these countries, establish new support programs, and drive more active sales efforts in these countries. We conducted a series of training programs and workshops with KOLs (Key Opinion Leaders) to establish a strong foundation for the sales & marketing strategy. We followed these with planning sessions with each local distributor to establish specific country strategies and programs. These sessions resulted in detailed roadmaps for expanding market share and growing revenue in each country.
Case Study 2
An International Nutraceutical Sales Channel Expansion This established neutraceutical (vitamin/dietary food supplements) company had not fully developed their sales and distribution channels to address opportunities in Latin and South America. We worked with the management team in identifying the opportunities and priorities for expansion into this region. Additionally, we recommended the organizational design, metrics and business processes that needed to be put in place to support the implementation the new organization in the region. We also worked with the management team in refining the | original business plan to better meet their objectives. As a result of the planning efforts, this new sales organization exceeded it goal in growth, sales revenue, key customer, and profitability. The assignment included the development and implementation of a strategy to identify important resellers, retailers, and distributors to expand distribution. We worked with the client in developing their priorities, putting in place the appropriate support programs and infrastructure, and targeting the highest leverage opportunities. Finally, we helped the client establish and train a dedicated sales team to drive the development of these new channels. These channels are expected to drive as much as 70% of the client’s sales in Latin and South America in the coming years.
Case Study 3
Reaching New Market Segments for non-prescription/OTC drugs Our client had established dominant share of several national markets for its OTC products. They had an established distribution channel that was very effective in reaching its traditional markets.Their traditional direct sales model was unaffordable in addressing the thousands of new customers our client wanted to reach. We established a plan that would leverage an existing infrastructure of resellers in these markets. We identified the organizational support requirements, programs, metrics, and people needed to support this new distribution channel. We helped the client understand the critical success factors in implementing a reseller channel, establishing strong relationships and value for the resellers and the end customer.
Case Study 4
Developing The Solutions Oriented Marketing and Sales Force
We assisted an European pharmaceutical company in developing their strategies to increase their penetration of several key markets. The client sought to gain leadership in selling news precription based endocrine drugs. We recommended the development of a specialized marketing organization, with the experience to effectively reach KOLs and significantly reduce the selling cycle as well as improve the competitiveness. This marketing organization worked with the existing account teams to increase their success in marketing these new drugs in their target markets. This approach has been replicated through the rest of the organization and is the cornerstone to the marketing and sale support in the target markets. Information in this document is subject to change without notice. Other products and companies referred to herein are trademarks or registered trademarks of their respective companies or mark holders. |
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