Selling Skills for FMCG Industries

The FMCG programme is a foundation programme for those engaged in the FMCG (fast moving consumable goods) industries. This programme focuses on the key skills required for the development of business at store level, developing strategies to increase turnover and introduces the foundation level business management practice and structured selling process.

Who Should Attend?

This programme is designed specifically for Account Executives, Territory Managers or Sales Executives involved in the FMCG (fast moving consumable goods) industries. You will have a budget responsibility servicing existing accounts and some new business component.

Note: This programme is not suitable for technical sales personnel or consultative sellers where you are engaged in solution selling. Please refer to the Mastering Sales™ Selling Skills Programme.

Course Modules

Module 1: Understanding the FMCG customer and your role responsibilities

• Understanding the account executive's role responsibilities
• Identifying the unique elements of the FMCG environment
• The customer's perspective in FMCG
• Why you lose accounts
• What is customer service for your accounts
• Building an account profile and collecting critical information
• Pitfalls and traps of selling into FMCG markets

Module 2: Communication, Building Rapport and Personalities

• Removing the myths of building rapport
• Building genuine rapport through Neuro linguistics (NLP)
• Understanding people's preferred methods of taking in information and buying
• Avoiding the barriers that stop your customer buying your product/ service
• Identifying the four behavioral styles through personalities
• How to sell to each different style

Module 3: Managing your accounts for prosperity and growth

• The decision making process within your accounts
• Working with account plans and sales forecasts
• Identifying changing customer needs
• Risk management of potential issues with an account
• Conducting customer reviews at each call
• Conducting formal business review meetings to grow your accounts

Module 4: Being successful with activity based profitability

• Understanding profitability and margins on products
• How to ensure trading agreements are adhered to at store level
• Working with promotional plans
• Developing strategies to increase stock turns outside of pre-established promotional plans
• Managing shelf space

Module 5: Handling Objections and Closing the Sale

• Learning to identify why objections occur in your sales
• Working with objections so that the customer still wants to buy
• Handling the price objections
• Understanding when negotiation is necessary and not a bluff
• Closing the sale with planned quantities & promotional activities

Module 6: Gaining best results with Merchandizers

• Understanding the importance of merchandizers
• What should you expect of merchandizers working with your accounts
• Reviewing merchandizer performance to enhance account results
• Managing stock control and presentation

Learning Outcomes

The programme will ensure correct practices are employed when servicing FMCG accounts and sound strategies for the increasing of stock turns and consumer awareness at store level.

Duration

One module a week over 6 weeks (recommended) – access 24/7 for convenience

Personal Trainer

Yes with individual 360 degree training provided to ensure understanding of information

Skill Application Assessment

Yes, with each module of the programme

The Mastering Sales™ Guarantee

If we cannot increase your sales by at least three times the cost of the programme and you have completed the course from beginning to end and put the majority of ideas into practice, we will give your money back in full. We guarantee to increase your Sales!

Certificate

You will receive a Certificate acknowledging your completion of this programme.

Investment

Please contact the office nearest you for all pricing via the contact page on this website.

Conditions of Participation

This programme is subject to copyright and for attendance by the nominated participant. The programme is provided under specific conditions of use and entry to the Online Training Room. Contact the office for full details.

Course Links / Next Step

Mastering Sales™ Major Account Management Programme

Mastering Sales™ Negotiation Skills Programme