Key retail customers
Key retail customers
Book Description
This book is the first publication in Russia on attracting and developing sales to large retail customers. It is based on twenty years of sales experience of the largest international companies such as Coca Cola HBC Eurasia, Lamb Western and many others. The authors describe all the components of this process from niche sales to leading market shares in their categories. The full range of actions of managers is presented from sales planning, SKU analysis and promotion to negotiations with their pitfalls and compensation techniques for "hard" positions of retail chains. Simple and practical templates, calculators and checklists are offered for each stage. The rules for creating trade presentations that sell in 60 seconds, as well as techniques for obtaining a competitive advantage in negotiations with the buyer and ways to exhibit their goods on the most favorable terms are given. This book is for ambitious merchants who, in their product category, want to achieve a leading market share and profitable growth of their company through deliveries to retail chains.
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