FMCG Sales Training Program In India
Learning From Our FMCG Consulting Experience
January 27, 2022
What is FMCG and Why are FMCG Products Important?
April 11, 2022
FMCG Sales Training is a type of functional training that focuses on building skills that help participants build superior execution capability. The success of any FMCG company lies in great execution in the market. So, more and more FMCG companies in India are focussing on delivering FMCG sales training that is completely customized for the organization, its product category and its processes.
The FMCG Sales Training Programs in India are Usually Designed For 3 Levels:
- Sales team who books orders from the outlets and is responsible only for secondary sales. They are called SRs or DSRs in most organizations.
- Sales team who are responsible for secondary as well as primary from the distributors. They are called Sales Officers and in smaller companies, they might be designated as ASMs.
- Sales team who are in charge of larger geographies and handles multiple Sales Officers and many channel partners. They are responsible for infra building and overall business growth of the area. They are usually designated as ASMs in larger organizations.
Each of the above levels requires a certain level of Knowledge and Skill backed by the right Attitude. Here we have listed the topics we cover in our FMCG Sales Training program:
FMCG Sales Training Program Level 1 : SR Level
- Role and Accountabilities of a SR – The expectations from a SR and what are the things a SR is answerable for.
- Understanding Sales Efficiency Parameter – These are measures of the SRs work, i.e. the KPIs or targets a SR is supposed to achieve on a daily basis.
- Selling Tools – These are selling aids that helps a SR to sell in the outlet.
- Visibility and Its Importance – This includes knowledge about the various visibility elements and how to use them effective in the outlet. This also includes the principles of merchandising and the merchandising process.
- Steps Of The Sales Call – Every SR is expected to follow a certain process while doing a sales call in the outlet. In this module, we explain every step, in detail.
- Objection Handling – SR should understand the types of retailer objections and how it can be handled. This is an important module that empowers the SR to win in the outlets and build a strong relationship with the retailer.
- Selling Scenarios (Promos, Schemes, New Product Launch, Focus Brand) – In this module, we cover the different selling scenarios faced by a SR and how to handle each scenario successfully through great execution.
- New Outlet Opening – In this module, we discuss the new outlet opening process and how to sustain the new outlet and convert them to loyal customers.
- Range Selling – It’s an important aspect of FMCG business. All FMCG companies are focusing on increasing their range in the outlet. In this module we discuss the range selling process and techniques.
- Leveraging the Handheld Device – Now, selling has become easier with Sales Force Automation Tools. But the SR needs to understand the tool better to increase sales. In this module, we discuss how to leverage the tool for increasing sales.
FMCG Sales Training Program Level 2 : Sales Officer Level
- Target Setting – In this module we discuss the target setting process at Distributor Level, SR Level and Beat Level.
- Permanent Journey Plan – This has a huge impact on execution. Here we discuss the effective way of developing a PJP.
- Distributor Management – In this module, we cover everything about distributor management, right from finding the right distributor to ensuring a healthy ROI.
- Beat Designing – Again this is the basic of any FMCG business. This module takes care of the beat designing process.
- Data Analysis and Review – These days the entire sales function has become data-driven. A SO should be able to read and analyze data. This module covers the process of data analysis.
- Coaching – SO should be able to deliver On The Job Coaching to the SRs. Here we discuss Coaching in detail.
- Rural distribution – In this module we discuss how to do rural distribution effectively.
FMCG Sales Training Program Level 3 : ASM Level
- Leadership Skills – The key leadership skills required for FMCG industry and how to use them effectively.
- Team Management – In this module we discuss how an ASM can build a team and effectively manage their performance at the same time keep the team at high morale.
- Coverage Expansion – This module is about how to identify new territories for expansion and then covering the market using scientific approach.
- Develop a GTM Plan – How to develop a Go To Market plan. Understanding channels and effective rollout of GTM.
- Channel Partner Management – Managing all the intermediaries in the system, Super Stockist, Distributors, Sub-Distributors and Retailers.
- Data Based Decision Making – ASM has to make a lot of decisions basis data, both internal and external data has to be used effectively for decision making. In this module we discuss the different types of data and how it can be used.
- Coaching – ASM’s role as a Coach is of immense importance for the team. In this module we discuss the different coaching scenarios and how it can be done effectively.
