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| Every quarter John Henderson, President/CEO, allows a limited number of complimentary half-day consulting sessions for companies who have not used our services in the past 3 years. These half-day consulting sessions are always scheduled well in advance. To arrange a complimentary session, please call (312) 263-7888 to determine availability. |
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We find most companies that develop or acquire a new product assume that their existing channels to market will take on the new product and sell it. In addition, many of your existing channels may be begging for the new product, which only helps to convince you that your existing channel will be successful.
However, our 30+ years of consulting has clearly taught us that products are positioned in different ways in different channels. Perhaps your existing product line is primary in your current channel-that is, your channels sales force spends most of its time focused on selling your product. Your new product(s) may not achieve the same position in your existing channel. It might be a secondary line-that is, one that is sold as complementary to the channel's primary line. Or it might be tertiary-a product the channel carries as a convenience for its customers but spends very little proactive sales time in support of the product. Or it may not fit at all.
If your product does not fit or, if it is secondary or tertiary, there may be other channels that are a better fit for your new product. How do you take the new product to a new channel without upsetting your existing channels?
Frank Lynn & Associates helps our clients to understand the specific role new products will have in your existing channels, and we help our clients to determine the optimal channel mix for the new products. We pay careful attention to channel conflict issues that arise from the addition of new product to new channels. And, we evaluate what is required to get the new channel interested in your new product. It is very likely the new channel may also require some of your existing products.
This understanding comes from years of experience in designing go-to-market strategies for our clients. However, our work requires us to also capture fresh insight from the market. We develop detailed understating of how customers buy product and their sourcing pattern. We also develop detailed channel profiles that identify which products are primary, secondary and tertiary and which products simply do not fit.
In some cases, no channel fits. When this is the case, we work with clients to define a new channel to market and design a plan to help it evolve.
Remember, channels all have a "window" on the market and they will not change this window to sell a product that does not fit.
What are your most challenging sales channel problems?
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| October 18 |
| Professional Sales Channel Management |
Using proven management tools, frameworks and methods to prepare channel managers to drive sales and market share through indirect sales channels.
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