Strategic Account Management for FMCG
Training Overview
Ignite Innovation: Unlocking Creative Potential for Mid-Level Managers in FMCG/CPG
This interactive workshop is designed for early-stage account managers and those exploring careers in FMCG account management. Moving beyond traditional sales, it equips participants with the mindset, tools, and skills to evolve from transactional selling into strategic partners for key grocery retail accounts.
The session combines expert-led presentations, real-world case studies, interactive exercises, and group discussions, including hands-on storytelling training to craft and deliver persuasive narratives that resonate with grocery clients.
Learning Outcomes
Understand the key differences between transactional sales and strategic account management in FMCG.
Analyze customer needs and industry trends to develop account strategies that create mutual, long-term value.
Build essential skills in stakeholder mapping, negotiation, and value-based selling for large grocery retailers.
Foster trust and long-term relationships using consultative sales techniques.
Master storytelling to craft compelling narratives that engage, persuade, and influence decision-makers.
Apply practical frameworks for account planning, opportunity selection, and proactive account development.
Gain actionable strategies to manage and grow strategic accounts as a trusted business partner.
Who would this benefit?
Early-stage account managers, sales professionals transitioning into account management, and anyone considering a role managing key accounts in the FMCG industry.
This workshop is ideal for those seeking to strengthen client relationships, communicate value effectively, and develop both technical and interpersonal skills for lasting career success in FMCG account management.
Dates Available:
All our Workshops take place at the The Knowledge Exchange, Leeds Beckett University. 10am - 5pm.
“Really interesting, one of the best courses I’ve been on. Enjoyed the casual conversation of the course so didn’t feel tiring or overwhelming.”
Venue
The Knowledge Exchange
Located in the heart of Leeds Business School in their iconic Rose Bowl building in Leeds city centre.
FMCG Category Management Training delivered by our founder: Helen Hepworth, experienced category and commercial professional with over 2o years of experience working within the FMCG space. Academic and associate of Leeds Business School