Consistency is the KEY in Distribution Channel

 


Consistency will create trust in the distribution channel and this helps in improving the channel. The distribution channel mainly works on trust and the relationship between channel partners. Channel partners want to do business with trusted vendors only, mainly they want a reliable company so that in long term they need not worry about any support.


Consistency cannot be achieved easily, it has to be implemented strictly into any company until it has become a habit.

Mainly the 5 C 

1. Consistent Policy: Company policy has to be for the long term, So that channel need not check what is the current practice company is following. Even if any change is bringing in this has to be informed in advance and take the confidence of all stakeholders


2. Consistent Price: Price plays a major role in channel. Pricing strategy also has to be constant for a minimum of a quarter or half-year unless it is a fluctuating commodity. This will help the channel to communicate with their end customers.


3. Consistent Quality: The quality of the product or services has to be maintained or it can be improved constantly. This will help the channel to take proper precaution and explain to customers.


4. Consistent Availability: Availability is a key nowadays after E-Commerce has been introduced. There are a lot of options available to customers, so availability is also important.


5. Constant touch with customers: Any company that is strong in the channel has to have constant touch with end customers. End customer requirements have to be taken directly instead of via channel. Customer requirements changes and that has to be incorporated in the product or services.


Consistency doesn't mean perfection, it is simple and has to be brought as a culture.


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