Top 3 things NOT to do when enforcing your MAP agreement.
Enforcing a minimum advertised price (MAP) policy can be a challenging task, and it is important for brands to approach MAP enforcement with care. Here are the top three things NOT to do when enforcing your MAP policy:
- Do not be overly aggressive or confrontational from the get go: It is important to approach MAP enforcement in a professional and respectful manner. From feedback from a lot of the top brands on our platform the majority of MAP violations are honest mistakes and will usually be quickly fixed. Do not be aggressive or confrontational with resellers, as this can damage relationships and create more problems than it solves. Introducing additional channel conflict (e.g. MAP violations + damaged reseller relationships) are not a combination for a winning scenario.
- Do not be inconsistent: It is important to be consistent in the way that you enforce your MAP policy. Do not apply different standards to different resellers, as this can create confusion, resentment, and may even legally put your brand at risk or invalidate any legal standing you have in litigation.
- Do not ignore MAP violations: Ignoring MAP violations will only make the problem worse. It is important to take swift and decisive action when a violation is discovered, in order to protect the value and reputation of your products and the future enforceability of your MAP agreement or Reseller agreements. This is one of the reasons we recommend brands monitor their resellers at least once a day.
It is important to approach MAP enforcement with care. By avoiding these three things, brands can better protect the value and reputation of their products and maintain healthy relationships with resellers.