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

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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