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MarketPath Approach
Every product or service sold through a distribution channel follows a path to market. We help you flow easily through the channel by identifying and influencing key gatekeepers.
Every market path has its challenges, both seen and unseen. If you don’t optimize the channel, allowing your products to flow smoothly through it, you’ll end up with a bottleneck that will curb your sales. Think of this in today’s terms: bandwidth. If you don’t have enough bandwidth, you’ll restrict sales. No matter how much you spend on advertising, promotion or price, you can only move as much product as the channel allows.
We identify your channels to market. Where are you strong? Where are your competitors strong? Where is there opportunity? Then we map out the value chain, determining what percentage of the end sale each channel member makes.
This process also uncovers the channel captains or gatekeepers.Who is the single most important person in the channel who decides what products and brands are sold? Why do they sell your product? How important is your category to them? Is it profitable for them? Is it a loss leader they have to carry? Is it a hassle or problem for them?
Next, we explore what they think of your company and your competitors.Once we know who the gatekeepers are and their concerns, we can ensure they prefer your product to the competition. We do this well, because it’s the key focus of our business. We understand how to motivate each channel member to change.
We help our clients map out an entire channel strategy or improve the sales results of an existing channel.
