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CatMan Training Programs for Sales:

 

CPG (consumer packaged goods) Fundamental Sales Program
CPG Key Account Sales Program
CPG Strategic Selling Program
Persuasive Presentations

 

CPG Fundamental Sales Program

This is the first "SuperHero" sales program that includes a foundational course grouping designed to give a solid grounding in fact-based selling, which will result in relevant, logical, fact-based sales presentations for your retailer.
     
This group of courses gives participants a solid foundation of important things to consider in a fact-based selling environment, including:

a better understanding of the category management process;
consideration of the retailer strategy; and
an introduction to the basic data sources and analytics.

The program starts with a detailed overview of category management and the role that suppliers and retailers play in the process. Next, participants review the four pillars of a retailer’s strategy in detail, which includes the opportunity for them to define their retailer’s overall strategies. Participants learn how to complete a category assessment, which is where many sales opportunities can arise, followed by a course on the category tactics or 4 P’s, and some of their basic measures and analytics. Finally, participants will complete a PowerPoint and presentations course to learn how to develop a presentation that looks good and has logic and flow. The last course focuses on Fact-Based Selling, with the opportunity for participants to tie in their learnings from all of the other courses in their program into a compelling, fact-based presentation.

Who should take this course?  

Key Account Managers (KAMs) with less than 2 years of experience, or who have had little to no data/analytic training, or for those individuals who want to refresh their foundational skills. This foundation is important before moving on to the next program.

Prerequisites: None

Time Required: Approximately 15 hours to complete.
     
Courses Included: 

Category Management Overview;
Retailer Strategy;
Understanding and Using Data;
Category Tactics & Analytics;
Category Assessment;
Presentation Skills;
Fact-Based Selling

     
Cost:  $693.00 USD
     
Cost Includes:   Downloadable Fill-in-the-Blank Notes, Downloadable Workshops, Individual Course Testing, email Support; 3 months access.

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CPG Key Account Sales Program.

This is the second "SuperHero" sales program that moves you to the next level of strategic selling, with a focus on the key data sources and tactical analysis. This will result in a deeper strategic understanding of your retailer which will uncover their biggest opportunities.
This group of courses gives participants the skills to move to a more strategic sales approach with their retailers, with a focus on the data and analytics required to understand retail opportunities in more depth. It starts with an Excel course that will teach participants the basic-to-advanced functions in Excel. More importantly, it also teaches how the functions are applied in a cpg / retail environment. Next, participants learn about two key retail data sources retail POS data and panel data including the measures and analytics associated with each. Once they have a strong data understanding, it’s time to analyze the tactics, including pricing, promotion and the shelf (yes, sales people need to understand the shelf!). The pricing and promotional courses include examples of retailer strategies associated with each, followed by detailed measures and associated analytics. With all of these new skills developed from these courses, participants then complete a “Strategic Selling” course to teach them how to maximize their new skills in a selling environment.
 
Who should take this course? 

Key Account Managers (KAMs) with more than 2 years of experience, or who have had some data/analytic training, or for those individuals who want to refresh their analysis skills.
 
Prerequisites:  "Fundamentals of CPG Sales Program" is recommended (or some experience in data and data analysis)

Time Required: Approximately 15 hours to complete.
 
Courses Included:

Building Excel Skills;
Panel Data;
POS Data;
Space Management;
Pricing Strategy & Analytics;
Promotional Analysis Techniques;
Strategic Selling
 
Cost:  $693.00 USD
 
Cost Includes:   Downloadable Fill-in-the-Blank Notes, Downloadable Workshops, Individual Course Testing, email Support; 3 months access.

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CPG Strategic Selling Program

This is the final "SuperHero" sales program that moves you to the highest level of collaborative selling by expanding your knowledge to the shelf, shopper, and product supply chain, which will result in a holistic and strategic sales approach.

This group of courses gives experienced sales professionals the opportunity to increase their big picture perspective, with a focus on areas that are traditionally outside of sales. This will give them an understanding of how their recommendations impact retailers from many different perspectives. Participants start with a course on measuring category health, with specific attention to understanding baseline and incremental sales drivers this is a critical piece for any seasoned sales person to understand! This is followed by an efficient assortment course, where they learn the steps to manually complete efficient assortment (these analytics are invaluable for anyone who is making new product recommendations at retail). Once the analytics are mastered, participants learn about strategic shelf management, understanding the shopper (including what shopper marketing is and how it works), retailer economics (including cost of goods sold and retail math), and the product supply chain. Once these courses have been completed, the “Collaborative Business Planning” course will help sales people to understand how all of these learnings can help to develop effective joint business plans with retailers.
Who should take this course? 

Account Managers / Business Development Managers with 5 years of experience, or who have a solid foundation of strategic selling and data/analytic training. Highly recommended for all sales professionals in Tier 1 and Tier 2 consumer packaged goods companies.
Prerequisites:  "Fundamentals of CPG Sales Program" and "CPG Key Account Sales Program" are recommended (or some solid experience in data and data analysis)

Time Required: Approximately 15 hours to complete.
 
Courses Included: 

Category Health;
Efficient Assortment;
Advanced Shelving Solutions;
Marketing to Your Shopper;
Retailer Economics & Supply Chain;
Strategic Supply Chain Management;
Collaborative Business Planning
 
Cost:  $693.00 USD
 
Cost Includes:   Downloadable Fill-in-the-Blank Notes, Downloadable Workshops, Individual Course Testing, email Support; 3 months access.

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Persuasive Presentations

Learn the most effective ways to get your products on the shelf by understanding a retailer’s strategy and communicating clearly and effectively in your sales presentations.

Presentations have become the de facto business communication tool. Developing fact-based presentations that flow well and look great are key to getting your audience to agree to your idea(s). In this group of courses, participants start by building their technical skills in PowerPoint (most people do not use PowerPoint properly). Next, participants learn presentation skills, and how to effectively present their fact-based PowerPoint presentation to either internal or external audiences. The second course teaches participants how to create a presentation that focuses on a fact‐based selling approach. Rather than presenting just data, they will learn how to present insights from the data. They are taught the skills to add these fact‐based insights into their presentation with logic and flow, while considering the conditions, needs, limitations and opportunities of their “customer” (either internal or external). The last course focuses on collaboration and strategic planning. Individuals will also learn skill sets that help them negotiate for win-win solutions as well as develop a plan that supports achieving the stated goals.

Who should take this course?   Individuals who are in sales or shopper marketing within consumer packaged goods will benefit from this group of courses.

Prerequisites: None

Courses Included: 

Building PowerPoint and Presentation Skills;
Fact-Based Selling;
Strategic Selling;
Collaborative Business Planning

Time Required: Approximately 6 hours to complete.
 
Cost:  $199.00 USD
 
Cost Includes:   Downloadable Fill-in-the-Blank Notes, Downloadable Workshops, Individual Course Testing, email Support; 3 months access.

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Special prices for Baltic countries and ECR Baltic members, here! | Business recommendations | Free trial | Foundational / Certified Professional Category Analyst Program | Intermediate / Certified Professional Category Manager Program | Advanced / Certified Professional Strategic Advisor  Program | CatMan Training Programs for Sales: | CatMan Training Programs for Marketing

About faciltator cmkg.org | About Category Management Association

To claim your 30% (Estonia, Latvia and Lithuania as per GDP per capita variable fee) or 50% (ECR Baltic members) discount code, please contact:

Edgars Pentjuss, ECR Baltic | phone +37126546645 | mailto:[email protected]

Purchase courses, here!

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