Pure Beauty

Namnews: Helping the C&T buyer buy

Published: 8-May-2014

Given the global market turmoil and structural changes in retail, National Account Managers might consider switching from selling to the buyer to helping the buyer buy, says Brian Moore

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In the old days – before the world turned upside down in 2008 – it was sufficient for C&T National Account Managers (NAMs), who were equipped with trade-funding budgets representing 20% of sales turnover, to simply extol the virtues of the brand and hand over the money to a buyer driven by gross margin and sales increment.

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