Key account managers and sales managers make countless presentations to retailers. Huge amounts of investment and sales are resting on the outcomes of these presentations: failing to get a listing or agreement to an activity can spell disaster. Most sales people and marketers know that creating a clear value proposition to the retailer is key. […]
Managing big customers is difficult. But its massively important to the success of our brands. Those retailers typically stand between us and the shopper, after all. We have great ideas, and a great plan, but to make it happen in-stores we need to convince retailers that its in their interests to support us. Most key
Four simple ways to better understand changing customer needs Read More »
I stumbled across this interesting (and thought provoking) piece a while back. It argues that because things change rapidly, business planning is a waste of time, and is arguably dangerous. Having worked at many brand plans, customer plans, channel plans and business plans myself, the idea that the laborious and often painful task could be
How to develop customer business plans Read More »
