Functional Competencies (VAL)

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Learning Capsules – Virtual Assisted Learning

All of our training capsules can be delivered through Virtual Assisted Learning via our online Learning Management System.  In our Virtual Assisted Learning environment, the training will be delivered in an online environment but with a physical trainer who will be an industry expert taking you through the training on a step by step basis.  There will be a maximum of 4 delegates on each training session meaning that you can get the most out of having an industry expert on hand to lead you through the training.

GAIN Overview

   

This is an overview of the overall approach adopted under Commercial Excellence Academy’s trademarked GAIN and WIN methodology and the different pillars covered under this methodology for a structured and progressive capability development. This can be used to provide a structured summary view for an organisation’s HR, Sales Leaderships or relevant delegates.

Background

GAIN and WIN is Commercial Excellence Academy’s trademarked methodology for delivering training to organisations in the Consumer Goods and Services sector in order to provide structured and progressive growth for those organisations.

There are 4 pillars to the overall GAIN and WIN Capability Development methodology, primarily designed to improve the capabilities of Sales Function Resources (and their multi-functional contacts in a customer-facing role) at differing levels in their sales career from Entry Level through to Director Level.

The GAIN and WIN methodology allows companies to build the capabilities of their employees in a structured and progressive format in conjunction with their own business strategies. It also allows companies to improve their overall capability at whatever stage either employees are at in their career or to help the business achieve its current objectives.

What are the 4 Pillars of the methodology and Who are they Designed For?

G – Get New Customers

  • Designed for Entry Level/ First Sales Function Resources either new to your company or new to selling.

Contains 5 learning capsules: Channel & Landscape Mapping, Understand the Customer, Structured Selling Framework, Basic Negotiation and Basic Distributor Management

A – Augment Customer Spend

  • Designed for Experienced Sales Function Resources, New Key Account Managers or New Category Managers who are developing annual and/ or joint business plans with key accounts.

Contains 5 learning capsules: Shopping Basket Mechanics/Analysis, Understanding the Role of Point of Purchase Drivers, Executing Point of Purchase Drivers with Success, Basic Key Account Management/ Planning and Advanced Distributor Management

I – Increase Frequency of Purchase

  • Designed for Senior Account Managers/ Sales Managers and their Multi-Functional Counterparts (e.g., Finance/ Brand Managers who are focused on building successful joint relationships with strategic customers.

Contains 5 learning capsules: Basic Category Management, Shopper Marketing at Point of Purchase, Trade Promotions Management, Advanced Key Account Management/ Planning and Customer Experience & Loyalty Management

N – Nurture and Grow Profits

  • Designed for Sales Directors, Commercial Directors, Commercial Finance Directors and their Multi-Functional Counterparts (e.g., Finance Director, Brand Director, Logistics Director) who work at a strategic level on building true partnerships with key strategic customers.

Contains 5 learning capsules: Portfolio & Mix Management, Advanced Category Management, Trade Investment Management (including Trade Terms), Detailed Value Chain Understanding & Analysis and Role of Right Analytics (Dashboard and Relevant KPI’s). These learning capsules are aimed at providing an end-to-end view of GAIN and WIN methodology in terms of how Sales and Commercial Directors can handle their sales and commercial functions in their day to day working.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

GAIN and WIN

Get_new_Customer

Get New Customers

Get_new_Customer

G - Get New Customers

   

This particular learning pillar is an overview of the different elements covered under “G – Get New Customers”. This can be used to provide a structured summary view for an organisation’s HR, Sales Leaderships or relevant delegates.

Who is the “G – Get New Customers” Pillar Designed For?

This pillar of 5 learning capsules is designed for First/Entry Level Sales Function Resources who are new to either your company or new to a sales role in an consumer goods and services environment. The learning capsules contained in the “G” pillar will improve the capabilities of sales function resources in order for them to foster better business relationships with their customers.

Background

“G – Get New Customers” is the first set of the 5 learning pillars in Commercial Excellence Academy’s Route to Shopper® methodology. Through each of the learning capsules contained within this pillar, the sales function resources will improve their skills required to deal with their panel of customers on a day to day basis.

Each learning capsule within the “G” pillar is a stand-alone training course which means that delegates can choose to follow the structured process or pick the relevant learning capsule.

Learning Capsules in the “G” Program

There are 5 learning capsules contained in this pillar. An overview of each learning capsule can be found by selecting the link for each.
Learning capsules included as part of “G – Get New Customers”:

  • Channel and Customer Landscape Mapping
  • Understanding the Customer
  • Structured Selling Framework
  • Basic Negotiation
  • Basic Distributor Management

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Channel, Customer, Shopper and Consumer Landscape Mapping

   

This learning capsule is designed for First/ Entry Level Sales Function Resources who are new to either your company or new to a sales role. This learning capsule is the first step in training a Sales Representative to understand the channels and customers that they will be selling to.

Background

As a sales professional, your objective is to target and seize the right opportunities, control costs and maximize revenues. The key to achieve your objective is to map your sales journey (i.e., Customers and Channel) to leverage existing markets and widen scope to seek new markets. Effective Channel and Customer Mapping not only ensures growth and sustainable increase in profits but also helps in creating a win-win situation for you and your customers.

Learning Capsule Highlights

This learning capsule is designed to help you build a targeted sales territory plan for every customer segment using proven practices and industry insights. It will also help you build important customer relationships, and gain insights to develop and grow potential accounts. Key elements include:

  • Understanding the definition and differences between Channel, Customer, Shopper and Consumer.
  • Understanding the various trade channels and customers by different segments.
  • Importance of your business to these channels/ customers.
  • How to create a journey plan.

Learning Outcomes

  • Understand the requirements of each channel to enable you to develop the right proposition for your own channels.
  • Understand which trade channels each of your customers fall into.
  • Able to create an efficient journey plan to utilise your effort and time efficiently.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Understanding the Customer, Shopper & Consumer

   

This learning capsule is designed for First/ Entry Level Sales Function Resources who are new to either your company or new to a sales role. This learning capsule will train the entry level Sales Professionals to understand their own customer’s needs and wants and how best to build strong customer relationships. This will also include tips on understanding shoppers and consumers and their key characteristics for relevant categories.

Background

The nucleus of every successful business is to know and understand their customer’s need and wants. Whether you sell directly to individuals or other businesses, emphasis on needs and wants will help build significant and persuasive value propositions to meet both current and future needs of customers.

Learning Capsule Highlights

To sell to your customers more effectively and to gain a competitive edge, it becomes imperative to answer key questions such as –

  • Who are your Customers?
  • Who are their Shoppers?
  • What do they buy?
  • Why do they buy?
  • Why do your Customers need you?

This learning capsule is designed to get a detailed understanding of the customer’s path to purchase journey for effective business decisions and building competitive advantages. Key elements include:

  • Understanding your customers primary, secondary, unique and personal needs using Hierarchy of Needs.
  • Understanding shopper dynamics in the context of the customer
  • Understanding the different personality traits that your customer has and how to customize your behaviour accordingly.
  • Understanding how to create a SWOT analysis for your customer.

Learning Outcomes

  • Build and foster strong customer relationships.
  • Ability to map your customer against hierarchy of needs.
  • Ability to analyse key customer’s personality traits and adapt your selling approach accordingly.
  • Ability to carry out a SWOT analysis for your key customers to develop the right strategic sales approach.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Structured Selling Framework

   

This learning capsule is mainly designed for First/ Entry Level Sales Function Resources who are new to either your company or new to a sales role. However, it can also be used as a refresher for Sales Function Resources at any level and also any other resources involved in commercial functions. This learning capsule provides training on a “Structured Selling Framework” that Sales Professionals can use for all aspects of selling in their sales career.

Background

The role of a salesperson has evolved from traditional product-focused to solution-based selling. Successful salespersons are people who have experience in problem-solving, and follow a structured approach to identify and cater to customer’s needs and challenges. Following a solution-based approach will help you develop customized value added solutions for the entire sales process.

Learning Capsule Highlights

Whether you are selling a new or an existing product or service, your selling approach should be to apply the right strategies, tactics and techniques to achieve business objectives, while establishing and maintaining a preferred position amongst your customers. This learning capsule will cover proven sales practices/strategies to help you plan and prepare for effective and productive sales calls. Key elements include:

  • Understanding the key Sales Fundamentals.
  • Provide an 8-Step Structured Selling Framework for use in all aspects of sales planning and sales calls.
  • Focus on the Effective Sales Framework (ESF) for use in sales calls.

Learning Outcomes

  • Understand the Sales Fundamentals and how they apply to your customers.
  • Ability to use the Structured Selling Framework for planning, executing and follow up to sales calls.
  • Be comfortable in use of the Effective Sales Framework (ESF) when dealing with buyers.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Basic Negotiation

   

This learning capsule is mainly designed for First/ Entry Level Sales Function Resources who are new to either your company or new to a sales role. However, it can also be used as a refresher for Sales Function Resources at any level and also any other resources involved in commercial functions. This learning capsule provides training on Basic Negotiation skills that will be required not only when selling to and collaborating with customers but also when selling ideas and concepts internally.

Background

Negotiation is inevitable – whether it is Account Management, Budgeting, Resource Allocation or simply buying and selling of products and services. In any situation, it is imperative to follow a systematic and structured Negotiation approach to reach mutually beneficial agreements and create value for the organisation by achieving/ exceeding objectives.

Learning Capsule Highlights

This learning capsule is designed to gain an understanding of the techniques and approaches in Negotiation to positively influence outcomes. Along the way, you will also gain insights on how effective negotiating skills can help overcome a wide range of business challenges. Key elements include:

  • Understanding the definition of negotiation and how to conduct WIN:WIN negotiations.
  • Concepts of “Know your limits”, “Shopping Lists” and “Trading Variables”.
  • Understanding buyer tactics and how to deal with them.
  • Closing a negotiation.

Learning Outcomes

  • Ability to conduct negotiations using a structured framework to achieve WIN:WIN outcomes.
  • Ability to use shopping lists and trading variables to achieve positive outcomes.
  • Recognise buyer tactics and how to overcome them.
  • Develop clear next steps to close a negotiation.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Basic Distributor Management

   

This learning capsule is designed for First/ Entry Level Sales Function Resources who are new to either your company or new to a sales role who will have “Distributors” as customers in their panel of customers. This learning capsule provides specific training for the Sales Professionals who will have day to day and transactional responsibility for a distributor.

Background

Distribution networks are an important part of the overall sales and marketing strategy of the company. Companies rely on the distributors to sell their products across channels, while adhering to the brand promise and values. The key to effectively manage distributors is to recognize them as partners and continuously seek their inputs in developing the overall sales/ channel strategies.

Learning Capsule Highlights

Building strong and successful relationships with distributors require enhanced skills and competencies. In this learning capsule on Basic Distributor Management we will look at how the Sales Fundamentals should be applied with a distributor and the different skills required to help you develop a consistent approach to build and develop your distribution network partnerships. Key elements include:

  • Understanding the Distributor Market.
  • Sales Fundamentals as applied with a Distributor.
  • Effective strategies to manage Distributor networks.

Learning Outcomes

  • Understand where your distributors fit in the market.
  • Ability to apply the sales fundamentals with a distributor.
  • Maintain distributor relationships by proactively managing relationship.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

A – Augment Customer Spend Overview

 

This particular learning pillar is an overview of the different elements covered under the “A – Augment Customer Spend”. This can be used to provide a structured summary view for an organisation’s HR, Sales Leaderships or relevant delegates.

Who is the Pillar Designed For?

This pillar of 5 learning capsules is designed for Experienced Sales Function Resources or New Key Account Managers or New Category Managers who are interacting with customers at more than just a transactional level. In the package of learning capsules contained in our “A” program, the focus will be on improving the capabilities of more experienced sales function resources and key account managers who have more responsibility in fostering and building strong business relationships. The sales executives are likely to have the responsibility for strategic business planning with both multiple and key accounts.

Background

“A – Augment Customer Spend” is the second set of the 4 learning capsules in Commercial Excellence Academy’s GAIN & Win capability development methodology. Through each of the learning capsules, sales function resources will improve their skills in order to deal with more complex customers, marketing to the shopper, financial awareness and selling internally as well as externally. Each learning capsule within the “A” pillar is a stand-alone training course which means that delegates can choose to follow the structured process or to pick the relevant learning capsules.

Learning Capsules in the “A” Pillar

There are 5 learning capsules contained in this pillar. An overview of each learning capsule can be found by selecting the links for each.

Learning capsules included as part of “A – Augment Customer Spend”:
  • Shopping Basket Mechanics/Analysis
  • Understanding the Role of PoP Drivers
  • Triggers and Barriers to Successful PoP Execution
  • Basic Key Account Management/Planning
  • Advanced Distributor Management

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Shopping Basket Mechanics/Analysis

 

This learning capsule is designed for Experienced Sales Function Resources or New Key Account Managers or New Category Managers who are interacting with customers at more than just a transactional level. This learning capsule provides training on how to develop deeper relationships with customers and move from a “Buyer: Seller” relationship towards “Trusted Advisor”.

Background

In any organisation, developing and maintaining positive work relationships with internal and external stakeholders is essential to achieve planned outputs/ outcomes. Strong workplace relationships not only require effective communication techniques to deal with conflicts but also require aligning personal needs and requirements with those of the stakeholders and the organisation.

Learning Capsule Highlights

This learning capsule is designed to help understand the importance of multi-functional relationships and how they can play a key role in making strategic, operational, and tactical decisions. Key elements include:

  • What constitutes an effective working relationship?
  • Examining various types of business relationship.
  • Practical tools/ techniques to increase credibility and build and maintain successful workplace relationships.
  • Examine the multi-functional contacts available to you and how to use them to foster better relationships internally and externally.

Learning Outcomes

  • Gain trust and develop confidence to manage and maintain networks and relationships both internally and with customers.
  • Ability to use multi-functional contacts appropriately with customers.
  • Move customer relationships towards “Trusted Advisor” status.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Understanding the Role of PoP Drivers

 

This learning capsule is designed for Experienced Sales Function Resources or New Key Account Managers or New Category Managers who are interacting with customers at more than just a transactional level. In this learning capsule, we will examine the role of Point-of-Purchase drivers so that Sales Professionals can translate this into a winning vision in their accounts and ultimately augment customer spend.

Background

Changing shopper behaviour coupled with increased purchase decisions made at the Point-of-Purchase have prompted the retailers and Consumer Goods and Services companies to re-explore their Shopper Marketing strategies and understand the role of Point-of-Purchase drivers in making such decisions. Marketing via Point-of-Purchase not only increases the chances of repeat purchases and builds loyalty but also helps in targeting new customers, gain credibility and facilitate selling. If run effectively, Point-of-Purchase programs can be more productive in increasing sales than advertising and promotion programs and investments.

Learning Capsule Highlights

This learning capsule is designed to help you gain an understanding of Point-of-Purchase drivers and focuses on how important the shopper journey is in driving trial and building loyalty of your brands and categories. Key elements include:

  • Defining Shopper Marketing and its role.
  • Understanding the Shopper Journey and how it influences purchase decisions.
  • Identification and definition of the Point-of-Purchase drivers.
  • Examples of Shopper Marketing that drive decision making.

Learning Outcomes

  • In-depth understanding of shopper behaviour at the Point-of-Purchase.
  • Role of Point-of-Purchase drivers and their importance in marketing.
  • Importance of integrating consistent Point-of-Purchase messaging with other marketing materials across channels.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Triggers and Barriers to Successful PoP Execution

 

This learning capsule is designed for Experienced Sales Function Resources or New Key Account Managers or New Category Managers who are interacting with customers at more than just a transactional level. In this learning capsule, we will examine Point-of-Purchase drivers in more detail, looking at how you can implement plans with your customers.

Background

Changing shopper behaviour coupled with increased purchase decisions made at the Point-of-Purchase have prompted the retailers and Consumer Goods and Services companies to re-explore their Shopper Marketing strategies and understand the role of Point-of-Purchase drivers in making such decisions. Marketing via Point-of-Purchase not only increases the chances of repeat purchases and build loyalty but also helps in targeting new customers, gain credibility, and facilitate selling. If run effectively, Point-of-Purchase programs can be more productive in increasing sales than advertising and promotion programs and investments.

Learning Capsule Highlights

This learning capsule is designed to help you gain an understanding of ‘How to win at the Point-of-Purchase?’ Designing a realistic and effective Point-of-Purchase program requires identifying and integrating all the elements/ drivers of the Point-of-Purchase to ensure consistent messaging across channels. Key elements include:

  • Identification and definition of the Point-of-Purchase elements/ drivers.
  • Detailed examination of each Point-of-Purchase driver and how to execute thoroughly with your customers.
  • Identifying Point-of-Purchase opportunities and creating an execution plan.
  • Measuring success.

Learning Outcomes

  • Detailed understanding of Point-of-Purchase drivers and how they can be executed in your accounts successfully.
  • Ability to put a tailored Point-of-Purchase opportunity plan in place and execute it with customers.
  • Ability to track and measure success.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Basic Key Account Management/Planning

 

This learning capsule is designed for Experienced Sales Function Resources or New Key Account Managers or New Category Managers who are interacting with customers at more than just a transactional level. This learning capsule is designed to provide Key Account Managers the skills they will require to build successful joint business plans with their customers.

Background

Key Account Management involves strategically developing and maintaining relationships with key customers to work towards achieving common business goals. Effectively managing and winning key accounts requires identifying customers’ needs and following a consultative approach to build joint business strategies that add value to the bottom line.

Learning Capsule Highlights

This learning capsule is designed to provide a structured approach in understanding, managing and developing long term profitable relationships with key accounts that play a strategic role in the business growth. Key elements include:

  • Role of a Key Account Manager.
  • Examining the Sales Fundamentals and how they apply in Key Accounts.
  • Focus on Pricing and Promotional Planning via financial workshops.
  • Bringing it together in a Business Action Plan.

Learning Outcomes

  • Gain a proactive approach to grow and build long-term sustainable relationships with key accounts.
  • Enhanced confidence and understanding in handling multiple key accounts.
  • Ability to manage financial aspects of pricing and promotional planning.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Advanced Distributor Management

 

This learning capsule is designed for Experienced Sales Function Resources, Distributor Managers or New Key Account Managers or New Category Managers who are interacting with customers at more than just a transactional level. In this learning capsule, we will examine distributor management at a deeper level for those account managers who are building strategic relationships with distributors.

Background

Developing and improving efficiency and effectiveness of distributor relationships involves acquiring the right set of tactical and strategic tools.This would involve a significant transition from a pure transactional relationship to one which focuses on identifying and driving value for the customer, removal of non-added value cost, defining the competitive advantage and focusing on the needs of the customer’s customer. To follow a consistent approach for distributor management, it is essential to conceptualise, develop, execute and monitor annual and/ or joint business plan to include elements such as overall business objectives, distributor success criteria (KPIs), distributor rewards/ motivation programs etc.

This learning capsule involves the entire gamut of distributor management including prospecting, selecting, appointing, managing and measuring performanceof the strategic channel partners for improved sales performance. Key elements include:

  • Revisiting the Distributor Fundamentals.
  • Understanding the pillars of Distributor Management.
  • Understanding of distributor financials to help in effective decision making.
  • Consistent approach to monitor and assess distributor performance.

Learning Outcomes

  • Develop a consistent and structured approach to Distributor Management.
  • Acquire proven strategies/ tools to boost distributor sales effectiveness.
  • Gain capabilities and competencies for effective management of distributor networks.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Augment Customer Spend

Augment-Customer-Spend

Increase Frequency of Purchase

Increase-Frequency-of-Purchase

I – Increase Frequency of Purchase

 

This particular learning pillar is an overview of the different elements covered under the “I – Increase Frequency of Purchase”. This can be used to provide a structured summary view for an organisation’s HR, Sales Leaderships or relevant delegates.

Who is the Pillar Designed For?

This pillar is designed for Senior Account Managers and Sales Managers who are focused on building successful joint relationships with strategic customers. The pillar of learning capsules will also provide benefit to senior multi-functional contacts such as Finance Managers and Marketing Managers who interact with key strategic customers. In the package of learning capsules contained in our “I” pillar, the focus will be on improving the capabilities of senior sales executives and their multi-functional counterparts to foster strong joint business plans with key strategic customers.

Background

“I – Increase Frequency of Purchase” is the third set of the 4 learning capsules in Commercial Excellence Academy’s GAIN & Win Capability Development methodology. Through each of the learning capsules senior sales executives and their multi-functional counterparts will improve their skills in order to develop strategic partnerships with key customers, improve the shopper experience and ultimately drive sales and profitability across key brands and categories in your customers. Each learning capsule within the “I” pillar is a stand-alone training course which means that delegates can choose to follow the structured process or to pick the relevant learning capsules.

Learning Capsules in the “I” Pillar

There are 5 learning capsules contained in this pillar. An overview of each learning capsule can be found by selecting the link for each. Learning capsules included as part of “I-Increase Frequency of Purchase”:

  • Basic Category Management
  • Shopper Marketing at Point of Purchase
  • Trade Promotions Management
  • Advanced Key Account Management/Planning
  • Customer Experience & Loyalty Management

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Basic Category Management

 

This learning capsule is designed for Senior Key Account Manager, Senior Category Managers and Sales Managers who are responsible for Category Management work with key accounts. In this learning capsule, we will examine the process of Category Management to deliver overall improved category growth and profitability with key strategic customers.

Background

Category Management has become the key to the success of sophisticated retailers over the last decade. It is a systematic, disciplined approach to manage a product category as a strategic business unit and deliver improved category growth and profitability. Manufacturers and suppliers in the Consumer Goods and Services sector, who take a strategic category approach to their products and brands with sophisticated retailers, will see the benefits and improved revenues alongside an improved experience for the shopper.

Learning Capsule Highlights

This learning capsule covers the fundamentals of basic Category Management ultimately providing a clear process that can be followed for any category in the Consumer Goods and Services sector. Key elements include:

  • Understanding the definition of Category Management.
  • Understanding the roles different categories play.
  • Understanding the 7-step process involved in Category Management.

Learning Outcomes

  • Have clear understanding of what Category Management is and how it will result in improved turnover and profitability.
  • Ability to follow the process involved in simple Category Management work.
  • Acquisition of capabilities and competencies to lead Category Management work with key customers.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Shopper Marketing at Point of Purchase

 

This learning capsule is designed for Senior Key Account Managers, Shopper Marketing and Trade Marketing Managers, Senior Category Managers and Sales Managers who are responsible for managing key accounts. In this learning capsule, we will examine the move from a focus on purely Consumer Marketing to Shopper Marketing and how it can increase the frequency of purchase of your brands and products.

Background

In the last few years, it has become increasingly apparent that to win in-store, progressive suppliers not only need to have a compelling customer proposition and a compelling consumer proposition but they also need to have a compelling shopper proposition to ensure that “shoppers” buy their products. Developing a strong shopper proposition will deliver immediate and long term benefits for both suppliers and their customers.

This learning capsule covers the fundamentals of Shopper Marketing as part of a larger category vision. It also examines how to turn consideration into actual purchases through Shopper Marketing at the point of purchase. Key elements include:

  • Understanding why Shopper Marketing is important in today’s retail environment.
  • Understanding Shopper Marketing as part of a wider category vision.
  • How to implement Shopper Marketing at the point-of -purchase with your customer.

Learning Outcomes

  • Have clear understanding of what Shopper Marketing is and how it can impact on your brands and products.
  • Ability to implement a program of Shopper Marketing as part of a category vision with your key customers to ultimately increase the frequency of purchase of your products and brands.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Trade Promotions Management

 

This learning capsule is designed for Senior Key Account Managers, Commercial Finance Managers, Senior Category Managers and Sales Managers who are responsible for managing key accounts. In this learning capsule, we will examine role that promotions play as part of a wider annual and/ or joint plan and how smart promotional planning can increase frequency of purchase of your brands and products.

Background

Promotions have always played a huge part in day to day transactional dealings with customers, however, smart promotional planning and analysis is key to driving turnover. Recently trade spend as a percentage of revenue has been increasing for most manufacturers and there is a key need to manage the share of spend in the categories that your brands are present. This learning capsule examines promotional planning and return on investment in detail and how it will drive turnover and profit for your products. This could be part of annual and/ or joint business planning.

Learning Capsule Highlights

This learning capsule covers the differing roles that promotions play for both suppliers and retailers. Key highlights include:

  • Differing promotional mechanics mapped to desired business benefit (Trial, Loyalty, etc.).
  • Complex promotional planning and understanding the financial aspects.
  • Promotional analysis and return on investment.

Learning Outcomes

  • Understand differing roles that promotions play and how they apply to your customers.
  • Ability to plan appropriate promotions with your customers as part of annual and/ or joint business planning.
  • Financial awareness for both promotional planning and promotional analysis.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Advanced Key Account Management/Planning

 

This learning capsule is designed for Senior Key Account Managers, Senior Category Managers and Sales Managers who are responsible for managing key accounts. This learning capsule is designed to provide Senior Key Account Managers, Senior Category Managers and Sales Managers with the skills that they require to build successful annual and/ or joint business plans with their customers and ultimately increasing the frequency of purchase of your products among your customers.

Background

Key Account Management involves strategically developing and maintaining multi-functional relationships with key customers to work towards achieving common business goals. Effectively managing and winning key accounts require identifying customers’ needs and following a consultative approach to build joint business strategies that add value to the bottom line.

Learning Capsule Highlights

The learning capsule is designed to provide a structured approach in understanding, managing and developing long term profitable relationships with key accounts that play a strategic role in the business growth. Key elements include:

  • Role of a Key Account Manager in strategic accounts.
  • Review of sales fundamentals and how to influence them as part of a key account annual and/ or joint business planning.
  • Setting joint targets, putting robust plans in place to achieve and track success.
  • Understanding resources available and how to utilise them.

Learning Outcomes

  • Ability to create robust annual and/ or joint business plans with key strategic customers based around the sales fundamentals.
  • Ability to utilise multi-functional resources both internally and externally to build strong plans to drive turnover and profit in key customers.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Customer Experience & Loyalty Management

 

This learning capsule is designed for Senior Key Account Managers, Senior Category Managers and Sales Managers who are responsible for managing key accounts. The learning capsule is also relevant for Brand and Marketing Managers who have specific customer responsibility. This learning capsule is designed to provide Sales and Marketing Managers with the skills to build robust shopper loyalty programs with key customers to ultimately increase the frequency of purchase of your brands and products.

Background

Shopper Loyalty programs have been around for many years but in the last 10 years, retailers have become more and more sophisticated in their execution of these programs to drive shopper loyalty and ultimate increase frequency of purchase in their stores. The use plethora of data that comes with shopper loyalty programs in modern day retailing is key to their success.

This learning capsule will examine many different shopper loyalty programs and how they can be used effectively for both your brands and products individually but also as part of a retailer’s wider shopper loyalty program.

Learning Capsule Highlights

The learning capsule is designed to provide a structured approach in understanding and designing effective Shopper Customer Experience & Loyalty Management programs. Key elements include:

  • Understanding how shopper loyalty drives increased frequency of purchase through advanced data analytics.
  • Examination of differing shopper loyalty programs and understand their benefits and pitfalls.
  • Understand how to create either a stand-alone shopper loyalty program for your products or as part of a wider retailer program.

Learning Outcomes

  • Full understanding of how shopper loyalty can impact turnover and profit.
  • Ability to create a robust shopper loyalty program for your brands and products as part of annual and/ or joint business plan with your key customers.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

N – Nurture and Grow Profits

 

This particular learning pillar is an overview of the different elements covered under the “N – Nurture and Grow Profits”. This can be used to provide a structured summary view for an organisation’s HR, Sales Leaderships or relevant delegates.

Who is the Pillar Designed For?

This pillar of 5 learning capsules is designed for Commercial Directors, Sales Directors and their Multi-Functional Counterparts (e.g. Finance Director, Brand Director, Logistics Director) who work at a strategic level on building true partnerships with key strategic customers. In the package of learning capsules contained in our “N” pillar, the focus will be on improving the capabilities of senior management to foster strong joint business plans with key strategic customers and deliver increased growth and profitability for both partners.

Background

“N – Nurture and Grow Profits” is the final set of the 4 learning capsules in Commercial Excellence Academy’s GAIN & Win capability development methodology. Through each of the learning capsules senior sales management and their multi-functional counterparts will improve their skills in order to develop strategic partnerships with key customers, drive profitability for both parties and develop true “Trusted Advisor” status with key customers. Each learning capsule within the “N” pillar is a stand-alone training course which means that delegates can choose to follow the structured process or to pick the relevant learning capsules.

Learning Capsules in the “N” Program

There are 5 learning capsules contained in this pillar. An overview of each learning capsule can be found by selecting the link for each learning capsules included as part of “N – Nurture and Grow Profits”:

  • Portfolio & Mix Management
  • Advanced Category Management
  • Trade Investment Management (including Trade Terms)
  • Detailed Value Chain Understanding & Analysis
  • Role of Right Analytics (Dashboard and Relevant KPI’s)

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Portfolio & Mix Management

 

This learning capsule is designed for Commercial Directors, Sales Directors and their Multi-Functional Counterparts (e.g., Finance Director, Brand Director, Logistics Director) who work at a strategic level on building true partnerships with key strategic customers. This particular learning capsule will look at financial modeling and how achieving the right portfolio and mix can ultimately increase profits for suppliers and their customers.

Background

Over the last 10 years, sophisticated suppliers and customers have worked on taking a category view and delivering the right products and environment for shoppers but looking internally at the right portfolio of products and the profit mix across the products will ultimately deliver improved profits for suppliers and customers alike.

Learning Capsule Highlights

The learning capsule is designed to provide a structured approach to achieving the right financial mix of products within a portfolio of products. Key elements include:

  • Understanding how the sales fundamentals impact the most effective mix of products required in a portfolio.
  • The financial implications of the profitability of products both internally and externally.
  • Pulling together the right mix of products that will nurture and grow both you and your customer’s profits.

Learning Outcomes

  • Ability to work cross-functionally to achieve the right portfolio and mix of products that improve profitability.
  • Building portfolio and mix management into a strong selling proposition with key customers.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Advanced Category Management

 

This learning capsule is designed for Commercial Directors, Sales Directors, Senior Category Managers and their Multi-Functional Counterparts (e.g., Finance Director, Brand Director, Logistics Director) who work at a strategic level on building true partnerships with key strategic customers. In this learning capsule, we will examine the process of Category Management to deliver overall improved category growth and profitability with key strategic customers.

Background

Category Management has become the key to the success of sophisticated retailers over the last decade. It is a systematic, disciplined approach to managing a product category as a strategic business unit and delivering improved category growth and profitability. Commercial Directors and their counterparts who take a strategic category approach to their products and brands in sophisticated retailers will see the benefits with improved revenues alongside an improved experience for the shopper.

Learning Capsule Highlights

This learning capsule will not only revise the fundamentals of Category Management but also analyse financial modelling and assortment tools to aid category management. Key elements include:

  • Revision of the fundamentals of Category Management including the 7-step process involved.
  • In-depth analysis of financial modelling tool and assortment tools available to aid category management work.
  • Bringing it all together as part of a strategic annual and/ or joint business plan.

Learning Outcomes

  • Ability to use financial modelling and assortment tools to build strong Category Management plans with key strategic customers.
  • Ability to gain alignment at senior management/ board level to principles of advanced Category Management with goal of nurturing and growing profits.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Revenue Growth Management (Including Trade Terms)

 

This learning capsule is designed for Commercial Directors, Sales Directors, Commercial Finance Directors and their Multi-Functional Counterparts (e.g., Supply Chain Director, Logistics Director) who work at a strategic level on building true partnerships with key strategic customers. In this learning capsule, we will examine how you can implement trade investment plans and bespoke trade terms with key customers to nurture and grow profits.

Background

In an increasingly competitive market where the power has evidently shifted towards the retailer with a continued focus on price competitiveness, it is imperative for suppliers to continually review their commercial proposition with key trade customers to optimise growth and profitability.

Learning Capsule Highlights

This learning capsule will examine the proven practices in Trade Investment Management in order to nurture profit growth in a complex trading environment. Key elements include:

  • Examination of elements that impact Trade Investment Management (Return on Investment of activities in different customers, customer engagement, pricing architecture, supply chain).
  • Understanding the financial impact of trade terms and how to use trade terms to work collaboratively with key customers to deliver improved growth and profits for both parties.

Learning Outcomes

  • Ability to use financial modelling to understanding the impact of all activities on overall growth and profitability.
  • Ability to impact trade terms to make strategic decisions on which customers to over/ under invest./li>

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Pockets of Value - Value Chain Optimisation

 

This learning capsule is designed for Commercial Directors and their Multi-Functional Counterparts (e.g., Finance Director, Brand Director, etc.) who work at a strategic level leading a company or a company division. In this learning capsule, we will examine how a company can examine its internal activities with the goal of achieving a competitive advantage.

Background

Value chain analysis is a strategy tool used to map the flow of value from manufacturing of a product, transitioning through various levels of route-to-market and ultimately realization of the final value upon its purchase by the consumer. Through its detailed mapping, it also analyses the internal company activities with a goal to recognize which activities are the most valuable to the company and which ones could be improved to provide competitive advantage.

Learning Capsule Highlights

This learning capsule will examine the value chain analysis tool and how you can apply it to your business and ultimately achieve a competitive advantage. Key elements include:

  • Understand the process of using a value chain analysis tool.
  • Examine primary activities (inbound logistics, operations, outbound logistics, marketing and sales and service) and their impact on achieving company goals.
  • Examine support activities (Infrastructure, HR, IT and Procurement) and their impact on achieving company goals.

Learning Outcomes

  • Understanding what Detailed Value Chain Analysis is and how it can impact your business strategies.
  • Ability to carry out a Detailed Value Chain Analysis on your company or business division.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Role of Right Analysis (Dashboard and Relevant KPIs)

 

This learning capsule is designed for Commercial Directors, Commercial Finance Directors and their Multi-Functional Counterparts (e.g., Finance Director, Brand Director, etc.) who work at a strategic level leading a company or a company division. In this learning capsule, we will examine the importance of having the right analytics in place and the financial impact of placing a strategic focus on analytics.

Background

In recent studies, it has become increasingly evident that companies who place the right resource against analytics are seeing an impact on their bottom line. Where this focus on analytics comes from the leadership downwards in complex organisations, the strategic and financial results are clear to see.

Learning Capsule Highlights

This learning capsule will examine the role that analytics plays in any organisation and how using the appropriate analytics tools will impact the growth and profits of the company. Key elements include:

  • Understanding the role of analytics in an organisation.
  • Case Studies of how focus on analytics can improve results
  • Examination of appropriate Dashboard and Relevant KPI’s for differing companies.
  • Focusing the right talent and resource on data and analytics roles.

Learning Outcomes

  • Understanding the importance of analytics and its impact on decision-making and ultimately profit growth.
  • Ability to put appropriate analytics tools in place for your organisation to measure the relevant KPIs.
  • Ability to resource the right talent for those analytics roles throughout an organisation.

Mode of Delivery

This training capsule will be delivered through “Interactive Virtual Sessions”. For our “Interactive Virtual Sessions” we focus on ensuring latest technology and tools are used to ensure that delegates get personal attention throughout the sessions. This is accessible remotely from the delegates location through an online system that is almost similar to a video conferencing platform.

Nurture & Grow Profits

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