“The erosion of profitability in negotiations was linked to the lack of value construction long before reaching them”.
Nestlé in its Food and Beverage branch faced significant profitability pressure as buyers intensified their quest for better discounts, both in supermarkets and large wholesalers.
Faced with this scenario, Nestlé Argentina needed a change in the negotiation skills set, both in Key Account Managers (KAMs) and their direct managers, and that was the first request they made to us.
Through in-depth diagnosis, we discovered that the absence of a common methodology to manage opportunities, and facilitating preparation for interactions, was important or even more critical than becoming better negotiators.
We introduced two key methodologies for account and opportunity management, along with a digital application that provided a unified view of each opportunity. Based on this, they could prepare possible agreements, case by case.
Going further, with C-level sponsorship, we held 6 months of reinforcement sessions, called Deal Coaching, where we reviewed real opportunities with the manager and each of their KAMs, achieving outstanding results.”
ACHIEVED RESULTS
- Uniform commercial process for account and opportunity management.
- Strategic analysis of each opportunity, decision-maker by decision-maker, to reach favorable agreements.
- Sustained revenue and growth in categories with untapped upsize potential.
- Formalized the review of opportunities, unifying criteria, and understanding of why they were won or lost.
