FMCG Account Management Training

About the course

Transform your account management skills in just 2 intensive days. If you look after large national accounts for a challenger brand, this course is for you. Our expert-led program will empower you to lead Joint Business Plans, create effective plans and promotions that significantly boost your in-store sales, make sure your buyer is more likely to say yes and give you the confidence that you are not missing a trick.

Book Now

Outcomes

• Understand what thinking and planning you need to develop an effective joint business plan.
• How to establish priorities that your customer will buy into
• Establish your sales drivers by assessing each opportunity for growth within your customer
• Plan how to sell your plan to your customer so they will see your opportunity as their opportunity

Course Structure

Our intensive 2-day program is designed to build your skills to be a confident and effective account manager:

Day 1: Strategic Planning

• Explore what makes up an effective customer plan – How do you understand what your customer really wants
• Learn how to turn data into insight, even with no budget
• Master the art of joint business planning – Exploring all the sales options you could use to grow your business, including distribution, promotion, pricing, investment and supply
• Learn to create balanced and impactful JBPs that deliver both for you and your customers
• Understand the critical timing and considerations in business planning

Day 2: Selling Your Plan

• Develop compelling sales presentations and Joint Business Plans
• Develop techniques to effectively connect with buyers
• Establish how to overcome buyer objections
• Learn strategies for follow-up and relationship-building

This course is all you need to become the account manager who not only plans strategically but also gets customer buy-in.

Designed for

This course is designed for anyone who manages large sales accounts on an ongoing basis.

Meet the trainer

Account Management is taught by Helen. Previously with PepsiCo, Cadbury Schweppes and Britvic Soft Drinks, Helen has a strong track record in Sales and Category Marketing at Director level. She has spent the last 10 years working as a strategic consultant developing and delivering learning programmes for FMCG clients. She understands what is needed to be successful and is highly effective at engaging individuals and teams.

Hear from your peers…

“I found this course incredibly useful and valuable, and it’s made me feel really excited about our potential in this space and has made me think about it in a whole other way, and much more strategic way”

⭐⭐⭐⭐⭐

“This is the best training course I have been on! It’s been so insightful”

⭐⭐⭐⭐⭐

“Helen was great and engaging. She also made me think deeper about certain areas and helped me to examine myself so that I can improve going forward. Very practical advice and great templates, just about putting them into action without her help now! Thank you.”

⭐⭐⭐⭐⭐

“Helen has a vast wealth of experience, interesting course from start to finish. Helen knows her business for sure, and keeps the course interactive and fun too. Left armed with fresh new ideas to implement. Worth the investment.”

⭐⭐⭐⭐⭐

Logistics

• Location and format: In-person in Central London
• Duration: 2 days in-person
• Dates: 28th and 29th January 2025 / 7th and 8th May 2025
• Price: £980 + VAT per attendee