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  Establishing and Managing Dealer Network


For most companies that have many potential customers within their national border, setting up a national dealer network is vital to the coverage of the market in the entire country. The course will cover the whole recruiting process of the dealers as well as the management and change of the dealer network.


To enable participants to acquire expertise in setting up and managing dealer network in the country!


The ability to set up an effective dealer network and manage it well will result in an adequate coverage of the market in the country. This will enable the company to the network to achieve the desired market share and sustain its growth and profitability.

Who Should Attend?

All marketing personnel who are responsible for coverage of the market in the entire country through the dealer network!

Course Outline!

  1. Why use Dealers?

  2. Designing Dealer Channel
    • choice of channel
    • cost consideration
    • qualitative decision criteria
    • market coverage

  3. Selection of Dealers
    • dealer functions and responsibilities
    • sources of dealers
    • soliciting them
    • approval procedure

  4. Policy and Agreement
    • policy manual
    • dealer agreement, including a sample

  5. Developing Business Plan with Dealers
    • points to consider
    • how to determine sale staff needed

  6. How to Motivate Dealers
    • types of power over dealers
    • sales reports
    • motivation tips

  7. Auditing Dealer Performance
    • performance criteria
    • sample audit forms

  8. Contentious Issues in Dealer Relationship
    • direct accounts
    • exclusivity
    • dealer competition
    • price
    • parallel trading
    • internet marketing

  9. Changing Non-performing Dealers


Lecture, case study, role play, exercise, & extensive discussion.

Duration Two Days

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