Successful Account Management (in-person)
Successful Account Management

23-24 March

09:00-16:45 GMT | In-person

Workshop Overview

Through IGD’s Successful Account Management 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.

Two days of in-person training at the IGD office allows you more time to practice applying the principles of account management, working in groups with peers from other businesses, to develop deeper knowledge and skills.

The two days culminates in a team role play, where you will get to apply the learnings and tools from the two days through conducting a live customer meeting.

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.

Agenda


Day 1
Duration: 7hr 30mins

Roles and responsibilities

The role and responsibilities of the account manager

The role and responsibilities of the buyer

What it takes to build sustainable trading relationships

Introducing the IGD account management model

Understanding the needs of your customer

Building a strategic plan to deliver your objectives and KPIs


Day 2
Duration: 7hr 30mins

Planning for successful and effective customer meetings

Developing winning customer proposals

Managing a successful meeting (incorporating IGD meeting and negotiation planning tools)

Anticipating and overcoming objections

Account plans versus Joint Business Planning, what’s the difference?

Group role play


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

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.

Venue

IGD, Grange Lane, Letchmore Heath, Watford, Hertfordshire WD25 8GD, UK

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.

Graham Dorrington

Book your in-person place today!