The Reseller Pricing Policy Playbook

Introduction: Why You Need a Reseller Pricing Policy

Your company has worked hard creating quality products, developing a successful channel to deliver those products to the market, and building a brand that evokes a sense of both trust and quality in consumers’ minds. But then…

• An online retailer begins offering your flagship products well below your approved prices, which leads your other retailers to do the same, leading to a price war.
• Somehow your products find their way to a gray-market seller who advertises them for steeply discounted prices, which infuriates your key resale partners and hurts your relationships.
• An unauthorized retailer you’ve never heard of begins advertising your products online using poorly written sales copy, misleading images, and inaccurate information — which leads to angry customers and lousy online reviews of your products.

These scenarios, and many more like them, can erode your resellers’ margins, chase away strategically valuable retail partners, harm your company’s bottom line, and weaken one of your most important assets: your brand value. Guarding against these risks is one reason that a reseller pricing policy is a must-have for your company.

What You’re Going to Learn

This course will give you a thorough introduction to reseller pricing policies. You’ll learn, for example:

• How to identify the policy that best suits your company’s needs—whether it’s a Minimum Advertised Price (MAP) policy, a Minimum Resale Price (MRP) policy, or a variation of these policies.

• Best practices and pitfalls for drafting your reseller pricing policy.

• How the law affects the various types of policies, and how to implement yours to avoid the most common legal pitfalls.

• How to use your reseller pricing policy as a marketing and sales tool to grow your business.

• Best practices for implementing, monitoring, and enforcing your policy.

Ready to become your company’s in-house expert on Reseller Pricing Policies?

Let’s get started.