Trade Structure and Route to Market
Retail outlets and sales channels
The retail outlets of every market can be grouped into sales channels that are supplied and serviced by a multiplicity of trade accounts: retailers, distributors, and wholesalers. A sales channel is a cluster of retail outlets with similar selling proposition, physical characteristics, and target shoppers. The first challenge for a newly appointed sales leader is to choose the combination of sales channels and trade accounts where she will sell her company’s brands—in other words, to select the path to reach out to her target shoppers, her route to market (RTM).
The identification and selection of sales channels is the first step to take in the definition of a RTM. ...
Get A Guide to Sales Management now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
