Through IGD’s Successful Account Management virtual workshop, you will learn what is required to build and manage successful customer relationships.
This training session is a ‘how to’ guide for all FMCG account managers new to the role or industry, those looking for a refresher, and others in customer facing roles. Due to the COVID-19 pandemic, we have tailored this popular workshop so you can now learn in a virtual environment.
What to expect in our 2021 workshops
The food and grocery industry experienced big changes in 2020.
To help keep you at the forefront of these developments, our FMCG experts will highlight the latest best practice examples and innovation from around the world. They’ll also give you insight into what this means for your business.
Now, more than ever, online and digital solutions are playing a massive part in the industry. We’ve also made sure our latest workshop content focuses on what this means for your function today and in the future.
The workshop is based on our extensive primary research and modelled on industry best practices, offering a full exploration of effective account management. Participants will get the chance to practice their newly-acquired skills through interactive sessions with their peers.
Led by IGD's highly-experienced commercial experts, with decades of experience, you will complete a programme of interactive tasks and scenarios. Examining case studies and best practice, you will get to grips with what is expected of commercial teams and how success is measured.
IGD's extensive body of primary research and proven tools and techniques will inform the day's learning. Delegates will leave with extensive industry knowledge and best practice, plus the tools to guarantee success.
The live workshop will be delivered by our experts in high energy, bite-sized sprints. Over the course of three days, you will take part in a virtual and interactive sessions - specifically designed to optimise your learning at home.
Workshop themes and agenda
DAY 1 - Duration: 1hr 45mins
ROLES AND RESPONSIBILITIES
The role and responsibilities of the account manager
The role and responsibilities of the buyer
What are retailers saying?
How do retailers measure suppliers?
What capabilities are they looking for?
The current environment and what it means to the account manager
DAY 2 - Duration: 1hr 45mins
KEY RETAIL TRENDS
What the future looks like – how your business is likely to be impacted
What it takes to build sustainable trading relationships
THE SELLING PROCESS
Key steps in the selling process
The supporting tools
DEVELOPING CUSTOMER BUSINESS PLAN
Understanding your customer and their needs
DAY 3 - Duration: 1hr 45mins
PLANNING FOR SUCCESSFUL AND EFFECTIVE CUSTOMER MEETINGS
Developing winning customer proposals
Pre-meeting preparation and planning (incorporating IGD meeting and negotiation planning tools)
The customer meeting
CONDUCTING AN EFFECTIVE CUSTOMER MEETING
Anticipating and overcoming objections
EFFECTIVE BUSINESS PLANNING
Account plans versus Joint Business Planning, what’s the difference?
Developing meaningful objectives and strategies
"Provides a sound foundation to
the inner workings of Account
Management in UK Retail."
"A great help for future career
Meet the trainer
Alex Edge, Head of People Development
Alex Edge joined IGD in 2015 and has a decade of supply chain management experience in various blue chip organisations. Prior to joining IGD, Alex worked in the customer facing supply chain team at United Biscuits where he was responsible for the Tesco account. Alex helped transform the management of the account along with working on other transformational supply chain development initiatives.
Successful Account Management