MASTERINGTHEAISLE

Freytag's Pyramid is a structured framework for storytelling, helping to craft engaging narratives whether its about how you helped another retailer win or the difference your brand made for a certain shopper or anything else. It guides the storytelling process through clear stages like exposition, rising action, climax, and resolution, ensuring a compelling and impactful message for buyers and other stakeholders.

A case study to practice your trade spend management skills in which you are a Key Account Manager (KAM) for a global FMCG company in the UAE, and you manage a critical relationship with GulfMart, a leading international retailer. You only got this role last year after many conversations with your boss. When he told you that they had decided to give you the role, he said, “now you have to prove yourself by delivering results next year”.

The Mendelow's Matrix is a strategic tool used to prioritize retailer stakeholders based on their level of interest and influence. It helps KAM professionals tailor their communication and engagement strategies; ensure effective relationship management and align with key decision-makers to drive their brands and categories forward.

To practice your NRM skills, this is a case study in which you work for a personal care manufacturer and have just changed role. Your boss has asked you to look for Net Revenue Management opportunities in the Washing and Bathing P&L to maximise NNN

Leadership, Negotiation, Selling, Account based Marketing all require us to know the target individual inside out. The stakeholder profile outline is a very useful template to use to really think through and gather insights about the individual you are tying to influence or lead.

Key Account Managers constantly need to influence stakeholders internally to make them invest time, resources and energy into their account. But influencing them is not a one size fits all solution. This is a list of the currencies of influence to use as a checklist and identify ones which are relevant.

These are some exercises and reflection questions to understand and hone your leadership abilities, from earning your team's trust and respect to getting their buyin and empowering them.

The Account Review Coaching Guide for Sales leaders includes structured self-reflection questions as well as practical coaching prompts to guide the process. Use it to sharpen your account strategy and focus on what truly matters.

The Performance Review Coaching Guide for Sales leaders includes key self assessment questions & practical coaching prompts to help drive meaningful performance discussions and support their team's growth.

The Team Meeting Coaching Guide includes key questions to evaluate your approach and coaching prompts to keep your team aligned and engaged to drive real progress, not just updates.

Leveraging Storytelling Guide provides some self reflection questions and coaching prompts to make storytelling a core part of your selling strategy