A channel (sales channel) in
marketing
refers to a route that connects a product and a customer. Building a sales channel requires time and effort to involve outside companies, so it is important to do so based on a medium- to long-term strategy.
For
BtoB
companies, examples of sales channels include:
- exhibitions and seminars
- catalogs and brochures
- telephone, call center
- Face-to-face sales
- Delivery, installation
- maintenance, repair
- Web, SNS
channel strategy
The following strategies are required when building a sales channel.
The purpose of strategy is to maximize customer value
<br/> The purpose of building a sales channel strategy is to maximize customer value. By selling products and services in an appropriate manner, increasing the value of products and services to customers will contribute to the company’s sales and profits.
Consider consistency with
STP strategy
When building a sales channel strategy, consider: ・Market
segmentation
・Extraction of target segments (
Targeting
) ・Establishment of competitive advantage (
Positioning
) It is necessary to take gender into consideration.
Consider consistency with the 4Ps
<br/>Sales channels are one element of the 4Ps of
the marketing mix
. Therefore, it is necessary to be consistent with the other 4Ps.
The Internet is indispensable
<br/>The Internet has become an indispensable tool for marketing in recent years. When using the Internet as a sales channel, it is important to be aware of whether the purpose is to actually sell the product or to promote the product.
Related materials:
Reference article
