Professional Selling Skills in Fast Moving Consumable Goods (FMCG)

How You Will Benefit

The FMCG program is a foundation program for those engaged in the FMCG (fast moving consumable goods).

• Provide key skills required for the development of business (traditional & modern trade, key account, etc...) 
• Understand developing strategies to increase turnover
• Introduce the foundation level business management practice 
• Structure selling process.

Who should attend

Robenny - School Of Business designed this course for anyone who find yourself in the following situations:

• You have recently been put into a sale position in FMCG but have no formal training in this discipline.
• You are thinking about a career in FMCG but need to know more about what is involved before making a major investment in tertiary education.

What You Will Cover

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

Communication, Building Rapport and Personalities

• Understanding people's preferred methods of taking in information and buying
• Identifying the four behavioural styles through personalities
• How to sell to each different style

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
• Conducting customer reviews at each call
• Conducting formal Business Review Meetings to grow your accounts

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

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

Gaining best results with Merchandisers

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