Account management workshop

12-13-14 October

09:45-11:30 GMT

15-16-17 February

09:45-11:30 GMT

14-15-16 June

09:45-11:30 BST

Workshop Overview

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.

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.

The live workshop will be delivered by our experts in high energy, bite-sized sprints.

Agenda

The online training session will be delivered by our industry experts in high energy, bite-sized sprints.

Day 1
Duration: 1hr 45mins

Roles and responsibilities

The role and responsibilities of the account manager

The role and responsibilities of the buyer

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

Identifying opportunities

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

Learning outcomes

Understand the changing roles and responsibilities of account managers and buyers in these challenging times.

Tools to support the selling process.

How to create great customer business plans.

Running effective and successful customer meetings.

Testimonials

Very well thought out and executed. High level of interaction and practical work that really helped with understanding and day to day application of the theory taught.

Thorough overview of account management, very well structured.

Meet the trainer

Graham Dorrington, Head of Commercial Solutions

Graham joined IGD in 2010 and has experience in account management, commercial planning, category management, international customer marketing and operations management (including on trade and take home) in various blue-chip manufacturers. At IGD he helps develop and deliver capability programmes for retailers and suppliers.