Spearhead Training > Sales and Marketing > FMCG Selling

FMCG Selling
'For Front Line FMCG Sales Executives Interested In Top Line Performance'

Who Should Attend?
This intensive course is ideal for Front Line Sales Executives who sell directly to the retail market. It will offer a new perspective for experienced sales staff and provide the necessary tools for them to thrive in the competitive retail environment. It is also suitable for Sales Executives who have recently moved into FMCG selling. They will learn both new and old techniques to enhance their performance.

About the Programme
FMCG selling is unique, as the products are Fast Moving Consumer Goods, and the selling involves, not only convincing the customer to buy, but also managing the stocks and the promotions to gain a competitive advantage and sustain it. This course will give you practical guidance, help you to build stronger relationships with retailers, and develop the key skills necessary to manage all aspects of the stock, and improve your own sales performance.

Course Objectives

• To understand the concepts of FMCG selling
• To know how to find out your customers’needs and offer the best solutions
• To learn how to develop stronger relationships with customers - that produce higher sales
• To gain competitive advantage through a clearer understanding of your markets
• To develop the key FMCG skills of shelf space management and promotions
• To make optimal use of time

What You Will Gain

• Ways to build the best relationships with all retailers
• Tools to help you sell effectively
• An opportunity to look at ways to manage stock and promotions
• A competitive advantage over your competitors

Programme Contents
DAY ONE

• What Is FMCG Selling?
• The Salesperson
  • Roles & Responsibilities
  • Qualities Of A Salesperson
  • Selling As A Professional
• Understanding The Sale
  • The Steps Of A Sale
  • Identifying The Needs
  • Developing Needs Through Effective Questioning Techniques
  • Offering Solutions By Matching Specific Needs
• Managing Customer Relationships
  • The Benefits Of CRM
  • How To Build Positive Relationships
• Transactional Analysis
  • Parent, Adult, & Child Behaviours
  • How To Maintain Adult To Adult Communication
  • Achieve Best Relationships Through Best Behaviour

DAY TWO

• Gaining Competitive Advantage
  • Market Knowledge
  • Strengths & Weaknesses From Different Perspectives
  • Developing Opportunities Through Understanding Strengths & Weaknesses
• Shelf Space Management
  • Managing Shelf Space Positions
  • Merchandising
  • Out Of Stock Management
• Promotions
  • Advantages
  • Disadvantages
• Time & Territory Management
  • Territory Management
  • Setting Objectives
  • Account Management
  • Determining What Wastes Your Time & Finding Solutions

2 Days - Non-Residential
Location: Dubai

Delegate spaces available on the following course dates:

Before the course each delegate will be asked to complete a Pre-Course Briefing Form to determine their individual objectives for attending the course. These objectives will be used by the tutor to give on-target training that is focused on the individual delegates.

At the end of the course each delegate will be asked to complete a Personal Development Plan that can be used as part of future appraisals and that will also be an important tool for management reference.

Total investment includes - Training Materials, Lunch & Refreshments.