Michael Thompson’s Post

𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐨𝐫 𝐒𝐞𝐥𝐞𝐜𝐭𝐢𝐨𝐧: 𝐌𝐚𝐬𝐭𝐞𝐫𝐢𝐧𝐠 𝐭𝐡𝐞 𝐂𝐚𝐭𝐚𝐥𝐲𝐬𝐭 𝐏𝐡𝐚𝐬𝐞 The dictionary definition of a Catalyst is: An agent that provokes or speeds significant change or action.   Using our A-B-C of Route to Market model, the Catalyst Phase is when we execute or as we sometime call it ‘How to Win’.    𝐄𝐱𝐭𝐞𝐫𝐧𝐚𝐥 𝐏𝐞𝐫𝐬𝐩𝐞𝐜𝐭𝐢𝐯𝐞 Here we consider our market activation and demand creation activities needed such as product launch and marketing campaigns and customer engagement actions.   𝐈𝐧𝐭𝐞𝐫𝐧𝐚𝐥 𝐏𝐞𝐫𝐬𝐩𝐞𝐜𝐭𝐢𝐯𝐞 We have a lot to consider including performance monitoring, KPIs, training and development of our new distributor partners, and our internal supply chain integration and logistics activities.   𝐆𝐨 𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐨𝐫 𝐆𝐨 We start with a Heads of Terms and the contractual engagement of our new distributor partners. We then ensure that the correct implementation support (technical and marketing) is put in place.  In addition to relationship management, we need to make sure that we have two key processes and supporting documents working for us – Joint Business Planning and Joint Action Planning.   You are now ready to go, to turbo charge your sales with your new Distributor Partners.   To find out how, please read my article below.