Course Overview

The sales function can be attributed as one of the key elements responsible for a company’s sustenance in the highly competitive business environment. Sales enable the generation of profits, relationship building with customers and business growth. It becomes fundamental for the marketing team to be enriched with essential skill sets that aid in the sales function.

What are the best sales strategies for a FMCG product?

The sales team is required to rapidly adapt to the changes occurring in the market and answer innovation in the industry with a forward-thinking approach. However, every business in the manufacturing and service industry needs unique experience and expertise to conduct the sales function. Customers of different sectors behave in distinct ways and they need to be catered differently. Fast Moving Consumer Goods are used by people regularly and customers usually end up buying the products that fulfil their basic needs irrespective of the brand. For a company to be certain that the customers are buying its products, they need to implement some competitive and streetwise sales skills.

How do bridge the gap between customers’ needs and the product offering through sales? What skills are needed for catering to B2B and B2C FMCG sales? How to build long-lasting relationships with customers and clients? How do allocate shelf space between different categories of products? How do gain traction in sales using marketing research and data analytics? These are some of the many issues that a person working in FMCG sales needs insight on. Developing aptitude and competence to promote sales becomes necessary for revenue generation.

How can you be successful in FMCG?

Zoe has introduced a training program aimed at developing sales skills set for people specifically involved in the FMCG sector. It focuses on various nuances that might go ignored but are crucial in deciding the success of the firm. The training program will prepare the participants to present themselves professionally and develop an approach that will bolster long-term relationship building with customers. The training is a must for any candidate involved in the FMCG sector who is looking to differentiate themselves in the aggressive and fast-paced industry.

Course Objectives

The FMCG Skills Training Program strives to fulfil the following objectives:

• Inculcate within the participants’ different concepts, trends and techniques relevant in sales related to the FMCG sector
• Prepare the participants to tackle diverse challenges they may encounter while conducting sales function
• Develop negotiation and communication skills that are especially useful while conflict management
• Highlight the importance of cross-functional skills and work towards developing the same
• Learn to deal with issues such as FMCG consumer behaviour, retailer dominance, category management, etc.
• Enhance relationship-building skills with customers, distributors, and suppliers and develop a value network useful in promoting FMCG sales
• Get updated with the latest trends and tactics being opted by peers and develop strategies to deal with the same
• Gain understanding of how to create value for customers and attract them to the brand

Training Methodology

• Interactive sessions and lectures
• Presentations
• Management games
• Role playing/modelling
• Case studies
• Group discussions
• Problem-solving sessions

Organisational Benefits

FMCG Sales Training Course will benefit the organisation in the following ways:

• A better understanding of balancing the volume and price of the FMCG product will enable the participants to meet the target sales
• Gain awareness of usage regarding different strategies and tactics in a practical scenario to maintain the desired level of sales
• Develop healthier relationships within the industry such as with suppliers, dealers and customers
• Understand how e-commerce can be utilised for growth in sales
• An adequate sales training will promote organisational skills among the employees and save the organisation’s resources in terms of time and reduce wastage
• The training will develop a system of accountability and responsibility within the organisation
• With a better understanding of sales function the organisation will be able to increase its market share and gain a competitive advantage in the industry

Personal Benefits

FMCG Sales Training will benefit the participant at a personal level in the following ways:

• Participants will be more motivated and confident with updated knowledge
• Participants will learn different ways to pitch the sales as well as close the deals
• Participants will learn to interact better with different stakeholders involved in the selling process such as suppliers and customers
• An efficient training will garner better performance and feedback from the participants
• Since sales training is rigorous it also prepares the participants for challenges in other domains as well
• Participants will gain exposure to different FMCG selling techniques such as analysing the current need of customers and deducing how their product is the best solution to the need

Who Should Attend?

• Marketing managers, marketing heads
• Salesman managers
• Salesperson/ Sales executive/ Sales officers
• Product managers
• Production managers
• General managers
• Entrepreneurs, start-up founders

Course Outline

Module 1: Insight into the FMCG Sector

• Product categories under FMCG
• Nature of FMCG products
• Customer-based brand equity
• Marketing mix for FMCG products
• Challenges to FMCG companies

Module 2: FMCG Buyer Behaviour

• Factors affecting consumer behaviour
• Types of buying decision behaviour
• Buyer decision process
• Value creation
• FMCG in B2B

Module 3: Category Management

• Role of category manager
• 4P’s of category management
• Defining categories
• Developing strategies: transaction building, traffic building, etc.

Module 4: Essential Skill Set for FMCG Sales

• Gaining consumer insights
• Preparing sales pitch
• Essential communication skills
• Conducting market research using exploratory and conclusive research
• Data analytics
• People management

Module 5: Creating a Competitive Advantage

• Competitor analysis
• Market-leader strategies
• Market-challenger strategies
• Market-followers’ strategies

Module 6: FMCG Product Lifecycle

• Development and introduction stage
• Growth stage
• Maturity stage
• Decline stage

Module 7: Challenges in Process of FMCG Sales

• Mismanagement in supply chain
• Shelf space management
• Managing multiple channels

Module 8: E-dimension involved in FMCG Sales

• Grocery e-commerce
• Launching stores online
• Effect of population density on sales through e-commerce

Module 9: Forms of selling FMCG Products

• Transactional selling
• Social selling
• Retail selling/store retailing

Module 10: Recent Trends in FMCG Sales

• Focus on customer experience
• Digitalization
• Direct distribution
• Online marketing