Sales Distribution Channels
Our clients understand that the first steps in thinking about how to reach your ideal customers is to work out where are you most likely to find them. In another words what is the most appropriate sales distribution channel for your own business?
A “Distribution Channel” is the mode, or way, that your clients will make their transaction with your business.
How you choose the channels of distribution in your business will be determined by where your ideal client is most likely to hear your message.
Here’s a list of some eight basic distribution channels that you could consider and apply into your own fashion design practice:
- Direct Sales
- Sales Agents/Reps
- Telephone Sales
- Mail Order Sales
- Online Sales
- Events – Trade shows & Markets
It’s important to remember that you don’t have to use all of these distribution channels. Just define which channels will best suit your business.
Sometimes it’s a matter of testing and measuring your sales activity across these channels so that you can better define which channels are the right ones for your business.
Ideally, we’d suggest that you have at least three distribution channels for your business at any one time. This means more opportunities to expose your product to your ideal customers.
To get a good understanding of the opportunities and select the right distribution channels we work with our clients to establish your ideal customer profile – put yourself in your ideal customer’s shoes.
Ask yourself these questions:
Where are my ideal clients?
- What are they doing when they discover that they have a need or want that will bring them to my business?
- What does their lifestyle look like?
- Where do they go? What do they do?
- What do they usually do or look like?
- What labels would they wear?
- What magazines do they read?
- What are their media habits?
- What social media would they use?
By keeping your ideal customer’s everyday life in mind it will help you define which channels are most likely able to reach them.
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