Agenda 3 - The Australian Grocery Academy
15888
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Advanced Customer Management, Commercial Selling & Negotiation

Module Outline

Broad statement about what is to be learned

Learning Outcomes

Specific Statement about measureable skill or content to be gained from course

Customer Centricity

  • Understand how to build customer centricity within your business
  • Understand the B2B relationship and how to influence, align and leverage cross functional capability
  • Explain the benefits of Customer centricity and how to build this within the business
  • Understand the opportunities for cross functional teams to enable & support the JBP and work with customer teams on key plan components
Advanced Customer Management

  • Understand the key skills and capabilities needed
  • Executional excellence – how to keep focussed on the critical initiatives
  • Understand what capabilities customers value and why
  • Be able to benchmark capability
  • Project Management – understand how to manage complex projects through to execution
Commercial Selling & Communication effectiveness

  • Understand the difference between selling and negotiating in high value relationships
  • Understand how to engage & sell better
  • Improve your communication skills – styles, listening, questioning, summarizing.
  • Improve your presentation skills – greater impact.
  • Understand communication preferences and how to tailor approaches to your customer
  • Ability to articulate the difference between commercial selling and negotiation and the role of each
  • Improved communication skills – better ability to ask open questions & probe, actively listen, reframe and summarize.
  • Ability to prepare and ask great questions.
  • Demonstrate improved presentation skills through humour, story telling and better use of structure
  • Understand personal communication styles (HBDI) and preferences, be able to determine preferences of others and be able to tailor approach for greatest effectiveness
Module Outline

Broad statement about what is to be learned

Learning Outcomes

Specific Statement about measureable skill or content to be gained from course

Negotiation

  • A holistic approach to Negotiation – one focus on growth, profitability and delivering to the needs of shoppers
  • Negotiation Overview – dynamics, positioning, tactics & psychology, approaches & tools, creating & valuing variables, balance of power, risk mitigation.
  • Be able to pro actively identify Negotiation opportunities
  • Ability to develop and delver a SCO – Single Communication Objective.
  • Ability to articulate retailers and buyers objectives and KPIs
  • Ability to set clear Objectives & Positions and be able to identify and slice & dice tradeable / variables
  • Ability to identify risks and plan for mitigation
  • An understanding of the common Negotiation Tactics, when used and how to respond.
  • Ability to asses and leverage Balance of Power: Identifying relative strengths and weaknesses in the relationship.
Module Outline

Broad statement about what is to be learned

Learning Outcomes

Specific Statement about measureable skill or content to be gained from course

Negotiating the things that matter

  • Understand the critical negotiations you are likely to encounter and how to connect back to the right plan for customers and both businesses
  • Understand why and how retailers focus on the key negotiation opportunities
  • Have a deeper understanding on how to prepare for and negotiate around pricing, promotions, trade investment, range reviews, simplification and npd
Negotiation Role Play

  • Prepare to sell a major initiative to a customer – develop & sell the plan & receive Retailer feedback
  • Prepare for the subsequent Negation to achieve the key elements of the plan
  • Negotiation role play and extensive feedback
  • Improve capability and confidence in selling a major commercial imitative to a customer – linking back to the retailers needs and KPIs and the category opportunity
  • Practice in being able to work through a sequenced Negotiation via a series of interactions, with feedback.