Commercial Skills

Best Practices in National Account Management for the Food and Drink sector


To develop the capability of participants to become more agile in their thinking, planning and ability to connect commercially with buyers in the changing world that has come about since Covid.
The concepts covered on this course have been refined through recent work with buyers and account managers in the UK and Ireland and are well proven in developing, selling and negotiating commercial proposals that work successfully for both customer and supplier and are thus essential for the development of sustainable business relationships.

Content includes

Module 1 – Account Planning including Strategic Thinking
Key Strategies to win in Consumer Packaged Goods (CPG) post Covid
Develop a growth and agile mind set way of being
Building your customer focused account plan template
Insights and Category approach to Account Planning
Financials – company and retailer commercials

Module 2 – Effective Customer Meetings
Building customer connection and engagement in online/electronic communications
How buyers describe their best supplier meetings
Deep listening for NAMs
Upside down preparation and the sales interview process
Quantifying your value in business development proposals

Module 3 – Building a brilliant JBP (Joint Business Plan)
Putting the 'Joint' back in JBP
Strategic thinking in account planning as the key to brilliant JBPs
Using UTP regulations to strengthen the JBP
Building a JBP template that works for you

Module 4 – Successful Business Negotiations
Modern negotiation strategies and Relationship versus Result
Negotiation process and understanding the game
Proper preparation checklist
Dealing with "Stake in the Ground" or unyielding buyers
O, D, E Variables and other key negotiation tools, skills and tactics
Understanding negotiation commercials for all parties

Who should attend

National Account Managers who want to understand how to be world class at commercial selling and managing relationships with buyers in major accounts. Marketers, Category Managers and Trade Marketing Managers who wish to better understand how to assist the NAM function in delivering superb in trade execution.


Non-accredited programme

Upcoming dates:

No training dates available at the moment.

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Best Practices in National Account Management for the Food and Drink sector

Training Days

2 day programme in person OR 4 half day virtual on Zoom

Training Locations

Cork, Dublin, Galway, Kildare, Limerick, Online, Waterford

Course Cost

Member: €300
Non-member: €500
* Cost quoted per person

Register your interest
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