Marketing, Sales, Customer Service
Mastering Sales, Negotiation, and Customer Relations in Food & FMCG
Enhance sales, negotiation, and customer relations skills in Food & FMCG with Gentex Training Center through practical, industry-focused training.
Introduction
The food and FMCG sector operates in a highly competitive, fast-moving environment where sales effectiveness, negotiation strength, and customer relationship management directly influence market share and profitability. Professionals working in this sector must balance volume targets, pricing pressures, distributor relationships, and evolving consumer expectations, while maintaining long-term partnerships across retail, wholesale, and modern trade channels.
This course is designed to strengthen the practical sales and negotiation capabilities required in food and FMCG markets. It focuses on structured selling approaches, value-based negotiation, and disciplined customer relationship management aligned with real commercial realities. Participants will gain a clear understanding of how buying behaviors, trade dynamics, and category competition shape sales decisions. In addition, the course emphasizes ethical selling, trust-based negotiations, and customer retention strategies that support sustainable revenue growth.
Delivered by Gentex Training Center, this program combines proven sales frameworks with applied FMCG case scenarios, enabling participants to improve performance while strengthening professional credibility with customers and partners.
Mastering Sales, Negotiation, and Customer Relations in Food & FMCG – Course Objectives
- Apply structured sales processes tailored to food and FMCG distribution channels
- Analyze customer needs, buying motives, and decision drivers across retail formats
- Strengthen negotiation skills to manage pricing, margins, promotions, and contracts
- Build long-term customer relationships based on trust, value, and performance
- Handle objections and conflicts professionally while protecting commercial interests
- Improve communication and persuasion skills in competitive selling environments
- Align sales activities with brand positioning, category strategy, and market dynamics
- Enhance customer retention through effective account management practices
Course Methodology
The course uses interactive lectures, practical discussions, real-world FMCG examples, guided exercises, and scenario-based role plays to ensure strong knowledge transfer and practical application.
Who Should Take This Course
This course is suitable for:
- Sales and key account managers in food and FMCG companies
- Trade marketing and commercial professionals
- Business development and customer relations teams
- Distributors, channel partners, and sales supervisors
- Professionals involved in pricing, negotiations, and customer management
Mastering Sales, Negotiation, and Customer Relations in Food & FMCG – Course Outline
Sales Excellence in Food & FMCG Markets
- • Overview of food and FMCG sales ecosystems
- • Understanding consumer behavior and retail buying patterns
- • Sales channels: traditional trade, modern trade, and distributors
- • Structured sales planning and territory management
- • Value-based selling versus price-driven selling
- • Communicating product value, differentiation, and brand strength
- • Managing sales targets, forecasts, and performance indicators
Professional Negotiation Skills for FMCG Professionals
- • Fundamentals of negotiation in commercial environments
- • Preparing for negotiations with retailers and distributors
- • Pricing strategies, discounts, promotions, and trade terms
- • Win-win negotiation techniques and ethical practices
- • Handling objections, resistance, and competitive pressure
- • Managing difficult negotiations and conflict situations
- • Closing agreements while protecting margins and relationships
Customer Relationship Management and Sustainable Growth
- • Principles of effective customer relationship management in FMCG
- • Key account management and long-term partnership building
- • Trust, communication, and service excellence
- • Managing customer expectations and service recovery
- • Retention strategies and customer loyalty development
- • Measuring customer satisfaction and relationship performance
- • Integrating sales, negotiation, and CRM for sustainable growth
Conclusion
By successfully completing this course, participants will strengthen their knowledge of sales strategy, negotiation practices, and customer relationship management within the food and FMCG sector. They will be better equipped to manage complex customer interactions, negotiate confidently, and build sustainable commercial relationships that support long-term business growth. This program reflects the professional standards and applied learning approach of Gentex Training Center, ensuring practical value that can be directly transferred to the workplace.
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Introduction
The food and FMCG sector operates in a highly competitive, fast-moving environment where sales effectiveness, negotiation strength, and customer relationship management directly influence market share and profitability. Professionals working in this sector must balance volume targets, pricing pressures, distributor relationships, and evolving consumer expectations, while maintaining long-term partnerships across retail, wholesale, and modern trade channels.
This course is designed to strengthen the practical sales and negotiation capabilities required in food and FMCG markets. It focuses on structured selling approaches, value-based negotiation, and disciplined customer relationship management aligned with real commercial realities. Participants will gain a clear understanding of how buying behaviors, trade dynamics, and category competition shape sales decisions. In addition, the course emphasizes ethical selling, trust-based negotiations, and customer retention strategies that support sustainable revenue growth.
Delivered by Gentex Training Center, this program combines proven sales frameworks with applied FMCG case scenarios, enabling participants to improve performance while strengthening professional credibility with customers and partners.
Mastering Sales, Negotiation, and Customer Relations in Food & FMCG – Course Objectives
- Apply structured sales processes tailored to food and FMCG distribution channels
- Analyze customer needs, buying motives, and decision drivers across retail formats
- Strengthen negotiation skills to manage pricing, margins, promotions, and contracts
- Build long-term customer relationships based on trust, value, and performance
- Handle objections and conflicts professionally while protecting commercial interests
- Improve communication and persuasion skills in competitive selling environments
- Align sales activities with brand positioning, category strategy, and market dynamics
- Enhance customer retention through effective account management practices
Course Methodology
The course uses interactive lectures, practical discussions, real-world FMCG examples, guided exercises, and scenario-based role plays to ensure strong knowledge transfer and practical application.
Who Should Take This Course
This course is suitable for:
- Sales and key account managers in food and FMCG companies
- Trade marketing and commercial professionals
- Business development and customer relations teams
- Distributors, channel partners, and sales supervisors
- Professionals involved in pricing, negotiations, and customer management
Mastering Sales, Negotiation, and Customer Relations in Food & FMCG – Course Outline
Sales Excellence in Food & FMCG Markets
- • Overview of food and FMCG sales ecosystems
- • Understanding consumer behavior and retail buying patterns
- • Sales channels: traditional trade, modern trade, and distributors
- • Structured sales planning and territory management
- • Value-based selling versus price-driven selling
- • Communicating product value, differentiation, and brand strength
- • Managing sales targets, forecasts, and performance indicators
Professional Negotiation Skills for FMCG Professionals
- • Fundamentals of negotiation in commercial environments
- • Preparing for negotiations with retailers and distributors
- • Pricing strategies, discounts, promotions, and trade terms
- • Win-win negotiation techniques and ethical practices
- • Handling objections, resistance, and competitive pressure
- • Managing difficult negotiations and conflict situations
- • Closing agreements while protecting margins and relationships
Customer Relationship Management and Sustainable Growth
- • Principles of effective customer relationship management in FMCG
- • Key account management and long-term partnership building
- • Trust, communication, and service excellence
- • Managing customer expectations and service recovery
- • Retention strategies and customer loyalty development
- • Measuring customer satisfaction and relationship performance
- • Integrating sales, negotiation, and CRM for sustainable growth
Conclusion
By successfully completing this course, participants will strengthen their knowledge of sales strategy, negotiation practices, and customer relationship management within the food and FMCG sector. They will be better equipped to manage complex customer interactions, negotiate confidently, and build sustainable commercial relationships that support long-term business growth. This program reflects the professional standards and applied learning approach of Gentex Training Center, ensuring practical value that can be directly transferred to the workplace.
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