Managing Expectations to Enhance Distribution Program Success

Business‐to‐business and industrial marketers need to improve their sales results with reduced spending and simultaneously strengthen and maintain their relationships with their customer base. The quality process, in its many forms and alternative approaches, must be operative throughout a manufacturer′s chain of distribution if it is to be a truly effective effort. Channel members are eager and willing accomplices to this effort because they can easily see how it helps their own agendas and competitiveness. A systematic communications process of measurable and reciprocal expectations aid the productivity and bottom line of all players.