The best offer at the best price misses its mark if it does not reach the customer. Distribution policy answers the simple but often underestimated question: through which channels does what we can do reach those who need it?
Sales channels are marketing decisions
The sales channel is not merely a logistical question. It shapes how the offering is perceived, which margins are possible and which target groups can really be reached. A premium brand on the discount shelf loses its position; a product that needs explaining loses its impact in a purely online channel.
The three fundamental questions
- Direct or indirect? Own sales force or partners – each with different costs, control and proximity to the customer.
- Bricks-and-mortar, online or hybrid? Where do customers decide, and where do they experience the offering best?
- Selective or broad? A few strong channels or maximum availability – both have consequences for brand and margin.
The right sales channel is the one where customers like to buy – and which fits the brand.
Handling conflicts honestly
As soon as several routes run in parallel, friction arises: between the field sales force and the online shop, between specialist retailers and direct sales. A well-thought-out distribution policy settles these conflicts in advance instead of letting them escalate in day-to-day business – through clear roles, ranges and pricing logic per channel.
From channel to system
Distribution policy does not end with the choice of channels. It covers how these channels interact, how data flows and how customer experiences remain consistent. Those who take this seriously do not build individual sales channels but a sales system – and thereby create an advantage that is hard to copy.