Introduction to Sales Channels.
What you'll learn
- How African consumer-goods markets are structured
- How to get your product into the different sales channels in Africa
- Barriers to sales channel entry
- The potential of Modern Trade and Neigbourhood stores in Africa
- The Nigerian unstructured open market
- The course requires no previous expertise or knowledge
This course teaches the seven sales channels through which a business can makes sales.
It teaches structured selling processes for sales. It shares info about, characteristics and entry steps and actions into the open-market, neighbourhood channel, modern trade, specialist, institution, Direct-to-consumer, and E-commerce channels.
It explores how a business can enter emerging markets such as Nigeria's. It reveals how different selling is in developing nations compared to developed countries, and how to get your product into every shelf, every store and every home in these countries.
It explores real-life sales stories from Sales Managers across Nigeria and other African countries who have talked outsourcing Sales and Distribution to Key Distributors, criteria for selecting these Key Distributors, typical challenges, and drawbacks to using Distributors.
It discusses roadside stories of Direct-to-consumer salesmen who have made a fortune by exploring the opportunities presented by the road traffic situations in key cities. Product sourcing that ensures a large margin, logistics that ensure the traffic hotspots are closely monitored, and networking that facilitates entry of new products.
Finally, it wraps up by exploring competitive advantage and how it ties to choosing the right sales channels for your business. Shows how to gain competitive advantage and finalizes with example of channel strategy for a small business, and an additional channel entry strategy template that can be used by any organization.
Who this course is for:
- This course is targeted at Business leaders looking to enter the African market with unique products.
- Marketing professionals looking to better understand the African coonsumer goods market.
- Students looking beyond classroom for real-life stories around sales and marketing
Aito Osemegbe has led sales teams across Nigeria and other emerging markets. He has worked with Unilever, PZ Cussons, Pernod Ricard and other consumer goods companies over the last 12 years.
He has taught several sales courses including Negotiations, selling skills, structured calls, Objection Handling, Sales drivers and Channel management.
He has also led financial and tech inclusion projects in Nigeria.