Principles of Modern Trade Key Account Management

Managing Modern Trade key accounts requires more than handling orders and maintaining customer relationships. Sales teams need to understand retailer economics, identify growth opportunities, and make sound commercial decisions.

This program builds practical capability in Key Account Management, covering account analysis, sales and volume planning, commercial investment, customer engagement, negotiation, and Joint Business Planning (JBP).

After completing this program, participants will be better able to:

• Analyze account performance and identify growth opportunities
• Develop sales plans and commercially sound proposals
• Evaluate promotional investments and negotiate trading terms
• Prepare Joint Business Plans with clear targets, initiatives, and performance measures