Tanuja Akkannavar

Channel Management is one of the key component involved in the sales and marketing of a company. It is a process of crafting efficient marketing and sales strategies with the aim of reaching their products and services to a larger audience and build a position in the existing market. The team working for developing a better Channel Management for their company creates various possible channels to reach out to their customers and build effective communication and relation with them.

The main objective of channel management is to establish a channel or medium through which they can market and sell their products and services productively. In this process, the role of a channel manager is to understand certain features such as the position of their company in the market, requirements of their customers, demand for their products and services, customer feedback, attracting new customers and many more. According to these characteristics, a channel manager and his team have to prepare the channel management strategies which can accomplish their organizational objectives. The term channel management benefits a company well in marketing their products and services, some of the benefits are mentioned below:

• Effective Communication with the Customers -

It is a difficult task for any company to collect feedback or communicate with their customers on a personal level, henceforth specific channels are being created by every company to maintain effective communication with their customers. These channels will help the companies to know their customer needs, range of demand for their products and services, and their customer feedbacks in order to attain customer satisfaction.

• Collecting Product Information –

The different channels developed by a company can help the organizations to collect valid information about the performance of their products and services in the market. Every channel gathers different information about a company’s position in the market, these channels may help the management of a company to improve its services. Also, channel management can help the companies in developing progressive strategies according to their product information available.

• Circulate Products and Services Information –

The various channels built by a company benefits them in providing brief information about their products and services to their customers. Today, people use various channels to seek information and reviews about any goods or commodities before buying them, therefore by providing a piece of detailed information about their products and services at different mediums, it will be easy for the customers to decide.

• Promotional Activities –

The most important factor to develop these marketing channels is to promote their products and services to a greater audience in a shorter period. By managing these channels and engaging the customers can make it an easy task for a company to effectively promote their existing and new facilities. The creative and attention-seeking strategies planned by a channel manager should be implemented in a right which can increase the demand for the products and get higher profits for a company.

All the elements involved in the process of channel management are inter-linked and the aim of establishing and managing every channel used by a company is to maintain good communication with the customers. Because customer satisfaction is the final and main objective of any firm, and the higher satisfaction can bring profits for the companies. Hence, channel management will help a company to sustain well in the market for a longer period.