When I read the newspapers recently, I paid particular attention to papers Canal. A great story for several months, the change of leadership at HP, Mark Hurd has been, has taken over since over as CEO Carly Fiorina. This change with great interest and concern for two reasons: one was fulfilled) HP is a major supplier and channel 2) The company, which once led Mark Hurd, NCR, the channel used to be a lot less HP. Thus, the natural concern Guide Hurd to HP, a higher percentage of the business may, in its model of distribution.Chaîne propagandeIl interesting, especially early to various editorial attempt to “read the tea was visible, Mark Hurd is leaving.” This began immediately after his first press conference that announced his appointment as the new CEO of HP. The greater part of a prominent issue of a magazine channel seems determined to try to decipher effects on the channel conducts its first words. Hurd said in essence: “I do not know yet.” His appointment was announced in the last hour, so that seemed like a very sensible statement! Although certainly not universal, rather, a columnist and spokesman for the channel, this simple statement interpreted to honest systematic denigration of the role of the chain at HP are to follow, with devastating consequences if some of the true location. These moves also went to him, as the chain begins to warn HP. She threatened rather, he would do better to live, until recently, HP channel executives promised to make the channel more important in the distribution model from HP. Ironically, the large number of HP executives will tell you that most of its activities through the power already, and sometimes their ability to collect data marketing hampered given. I quote a well known (and somewhat silly) prime time broadcast journalist, “I said to myself a break! Everything was really premature, and quite frankly stupid. Since Hurd took a little time to the massive undertaking study, it does seem, these same players to channel more satisfied with his statements, and the direction they believe will lead HP in terms of chain. I got quite a laugh over a week reading different stories. As I said, it is an irony for me, because HP is growing already most of its activities $ 80B through the channel. It is their work not sure optimized, and the main competitor breathing down the throat of the company’s Dell. direct sales model of Dell is to click on all cylinders, the entire line moves as a Japanese High-speed train as he out of the water jump HP tried. And if HP is no fundamental changes to its business model, it could happen. You might think it would be to consider wise, it might be good for the HP Direct distribution study. Of course, las my colleagues that channel want to marry me at the stake burn such a blasphemy! Go to dare, as you say something like, nature of the conflict channel to all parties that the company itself. much smoke is still over by the various interest groups what sounded fair and just, and commitments that were made, and so on, but let’s face it-it is essentially self-interest. They just want the company to its mêmes.Alors to do what a business? only direct sales, or to sell yours simply by VARs, or just about retail? Unless you have strict exclusive areas in the entire distribution system is still having problems. You always have some kind of conflict (two competing direct and two retailers, which should have an account) , but at least you would cross-channel conflicts that can remove well as very complex and méchant.Eh Limit, your concentration on a single channel certainly make your life less complicated and less confrontational. But unfortunately, in most cases You leave a lot of money on the table. If you exclude natural channels, which can sell your product, you will not maximize your return on investment in heavy intellectual property, a fundamental concern of any entreprise.Avoir the cake and should be the beurreJe I say, to sell through all channels, which makes sense. If done wrong, and can almost be sure it will be very chaotic. you sorry you have, and probably to a single channel, or at least less complex, the distribution to convert model. But it need not be so. Yes, you can have your cake and eat it aussi.Il many potential channels for your products: direct, are OEM, single-step through VARs, 2-by-step through dealers / resellers , retailers, independent sales representatives, referrals strategic partners, and much more. In extreme cases, all these potential channels appropriate means to deliver your product on the market. The question I am often asked by clients: “How are you going to blow everything without working on your face? “How do you can do is live by two simple rules: 1) Do not Ever SCREW true partner affairesIl seems quite simple and straightforward. However, the man greedy creatures, and only a little greed Partnerships can quickly ruin the reputation long ago. It VAR gourmet who thinks he deserves a piece of each transaction with a customer in a 100-mile radius of his office, a client he had sent only one piece of mail, or cold as a year in advance. But seriously, it only takes one erratic sales manager at a manufacturer or software developer trying to make quota or her income, real to maximize destruction. If it becomes a channel partner for an agreement that they have led, cut, or have had an impact on the legitimate attempt, it is a mortal sin. your network of partners will be offended, and they will spread the word and do not forget so quickly. My reputation has been tainted, and that trust is essential for all work related business is now over. Everything is getting more difficult. partners are not willing to share information about what happens in the books, perhaps even the source of the names on the potential new business. A battle for control of weight, but as teamwork, the rule of the day. So if he is a true partner who is trying to get a better deal for your mutual benefit, all so that he is right. Waive profitability in the short term to maintain a long-term profitability. Never never saw a partner in the name of the short term. It can ruin your business long term canal.2) DO want to purchase the purchaser of the product they acheterSi you are honest and fair with people, not the potential conflict channel should prevent unnecessary that the maximization of recipes with different methods of delivery of products on the market. There are a number of customer profiles on the market. Some people want to buy anything with the trust value-added resellers / integrators to them, a third-party evaluation of the benefits of the product . Others want to just directly with the manufacturer or developer of the specific product they buy. A third category of buyers like to be as much as possible of its overwhelming popular manufacturers to buy this is a good reason for your OEM product for the IBM World . In each of these situations, the channel that is most appropriate in the relationship or the type of support, and usually get the agreement. In any situation, whether your product is not available in this channel, I can not the contract. The last category of buyer, however, is different. It is the purchaser of windfall, one that is fun, which he buys while poking as he gets the best price. These are people who havoc on a system of multi- -channel distribution can cause if you do not aubaineC’est attention.ATTENTION buyer the price-conscious buyers make, often conflict over the canal to the preliminary custody. Because they are looking for the cheapest price, they end up purchasing shopping around many potential sources for the product, creating a huge price competition with your partner. This is where the conflicts are often born. There are many mechanisms of tactics to those situations (eg, registration with a limit), I will not continue. The essence of thought, where such customers should end up buying. There are two basic approaches: 1) gives Inform your value chains, the price-conscious buyer who is not looking for value, not to buy from them. you decide that the buyer the best price for retail sale, or perhaps directly to find if they buy in volume. In this case, it is important that the expectations at the front, when you recruit channel partners. The fact that potential partners know, where they are and where they are not. go, if they do not like it, or they have been warned. It’s about fair and honest. Before potential partners to invest in selling your products, they should have the real picture of the what they engagez.2) Conversely, you can also bring equal amounts of channels of the road. It is difficult, several types of channels that you make, and your channel is in general. But this can be done. The key here is to avoid additional discounts based on volume channels. If you do so, creates an incentive for a player to off-channel to achieve the volume and reduce costs so that they can win more business through aggressive discounting. This leads to a downward spiral continued price in your street, and the accident and channel conflicts to such an extent that to drive you to drink, or at least a change of career. It is ugly. But if you limit your chains for those who really for your product, and that real strategic value, it can be managed. The key is to create schedules discount is based on the value and the cost, revenue or as a unit volume.Donc there you have it. is to sell your product through all channels honest and fair with your partners. Sounds easy enough for me, let me know if you do not like you send me an e-mail or visit my website below.