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.
Pure Beauty
Namnews: Helping the C&T buyer buy
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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How to get ahead in the discount channel
Read moreC&T suppliers should target the triumphant big discounters with a one-off approach, says Brian Moore
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