Don

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Dont Let The Tail Wag The DogManage Your
Distributors

• Mike Stokes
• 15th March 2006

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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

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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

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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

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Manage Your Distributors

• Decide how to measure performance

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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

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Manage Your Distributors

• Decide how to measure performance
• Tell the distributor how he is measured

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Why Tell The Distributor ?

• Ensure objectives are achieved
• Avoid misunderstanding
• Avoid mistrust
• Avoid confrontation

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Manage Your Distributors

• Decide how to measure performance
• Tell the distributor how he is measured
• Put your own house in order

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Put Your Own House In Order

• Suitable products
• Competitive prices
• Adequate margins
• Right routes to market
• Branding
• Promotional support
• Communication

P P
P P
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Manage Your Distributors

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

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Drive Towards Success

• Measure, monitor, communicate
• Motivate
• Incentivise
• Support
• Involve, develop

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Manage Your Distributors

1. Decide how to measure performance
2. Tell the distributor how he is measured
3. Put your own house in order
4. Drive towards success
5. Your business, your brand, your product
6. Dont let the tail wag the dog

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Mike Stokes
www.exportential.co.uk