This ‘Understand the European Grocery Market and the European Supermarkets’ training course is divided into 3 virtual classrooms. Plus, exercises in between the classrooms have been designed to make the learning stick using our unique training method ‘Sticky Learning ®‘. This ensures that you can achieve real behavioural change to achieve your goals.
By understanding the European grocery market and the European supermarkets you will know how to contact the buyer and how to present your products confidently. In essence, significantly improving your chances of getting sales for your company.
Learning Objectives
By the end of this Understand the European Grocery Market and the European Supermarkets training course the Learner will be able to:
- Speak knowledgeably and confidently about the European supermarkets.
- Know how to approach a European Supermarket Buyer.
- Understand Category Management in Europe.
- Better sell, influence, and negotiate with a European supermarket buyer.
- Be aware of ‘GSCOP’ – UK supermarket and supplier law, and the European equivalent.
- Understand more about how to achieve the best certification for your product/s. For example, Global GAP.
- Use the mnemonic below as a prompt for the 7 needs of S.E.L.L.I.N.G to a supermarket:
Ideal Learners for this Training Course
This training course is designed for marketing managers and sales managers of food suppliers, non-food suppliers, and equipment suppliers, who wish to supply European supermarkets, but lack the knowledge of the European market and the European supermarkets.
The ideal Learner is a marketing/sales manager that would like to approach a supermarket buyer of food, non-food, drink, or equipment, to make the best pitch possible in order to make a sale.
Learning Content
This training course is split into 3 x 1.5-hour virtual classrooms:
- Week #1:
- Speak knowledgeably and confidently about the European supermarkets.
- Know how to approach a European Supermarket Buyer.
- This will be followed by a 1-hour self-study exercise (Sticky Piece ®) to embed the learning.
- Week #2:
- Understand Category Management in Europe.
- Better sell, influence, and negotiate with a European supermarket buyer.
- This will be followed by a 1-hour self-study exercise (Sticky Piece ®) to embed the learning.
- Week #3:
- Be aware of ‘GSCOP’ – UK supermarket and supplier law, and the European equivalent.
- Understand more about how to achieve the best certification for your product. For example, Global GAP.
- This will be followed by a 1-hour self-study exercise (Sticky Piece ®) to embed the learning.
Each virtual classroom of 1.5-hours will be delivered across 3 weeks (One virtual classroom per week). In between each virtual classroom, you will be given self-study exercises to complete by yourself. These exercises are called ‘Sticky Pieces ®’ and are designed to help you to retain more of what you have learnt and to be able to put into practice what you have learnt.
Plus, there will be an exam at the end of the training course. See below for more details.
Learning Delivery
Your Speakers/Trainers:
Riad Beladi
Riad is the founder of International Supermarket News magazine, servicing the retail and supermarket industry for the last 30 years. Riad has been helping companies and the government promoting products and services to supermarkets from all over the world, working closely with producers developing and marketing directly to buyers.
Russell Sylvester of Nielsen IQ
Russell is the European Market Leader for the Connect Partner Network of Nielsen IQ. He has spent many years in the world of grocery and now heads up Nielsen IQ’s partner programme across Europe.
Andrew Grant
Andrew was a Tesco Buying Director, worked at Tesco in buying for over 23 years and was responsible for over £2.2.bn of groceries. His experience spans fresh, wine, and packaged goods. He is also regarded as a leading authority on competition law and GSCOP.
Darren A. Smith
Darren was a Trading Manager at Sainsbury’s, worked at Sainsbury’s for over 13 years, and was responsible for over £1bn of produce. His experience spans ready meals, produce, and frozen foods. He is a writer for The Grocer, a contributor to Forbes magazine, and has appeared many times on the BBC.
Andy Palmer
Andy was a Category Manager for a large produce supplier and has specialised in category Management for over 25 years, enabling MBM to become a silver partner to Nielsen IQ. He has achieved a great many accolades from training people in Category Management, not least of which is Newell.
Our speakers have a combined experience of the European Grocery Market and the European Supermarkets that is in excess of 100 years. Please get the very most from your learning journey by having questions prepared that get you what you need from this experience. These virtual classrooms will all be delivered from the UK and in English.
Equipment Needed
The training delivery method is Microsoft Teams. You do not need to be subscribed to Microsft Teams. You will just need a laptop, with good internet access. For each virtual classroom, you will be sent an internet address to click on, where you can watch the speakers/trainers, and interact by asking questions in the chat.
Training Course Dates
The dates of this training course can be selected when you purchase the product. Currently, there are dates in January 2022..
10 Items Included in Your Price
We will also include in the cost, the following very useful items:
- Assessment of your Category Management skill using e-learning worth £25.00.
- A copy of our GSCOP book sold on Amazon worth £9.95.
- A copy of our Ultimate Guide to Category Management worth £2.99.
- Whitepaper: ‘Are You Making Mistakes As A Supplier When Selling To The Big 4 UK Supermarkets?’ worth £2.99.
- Whitepaper: ‘Are You Concerned That You Are Using the Same Promotional Mechanics That You Did Last Year and You Still Have No Idea if They Make Money?’ worth £2.99.
- A copy of our Ultimate Guide to Influencing Skills worth £2.99.
- Access to our Grocery Guru videos that share 30 videos x 10-minutes about the European world of grocery.
- Access to over 50 articles about Category Management.
- Access to over 50 videos about Category Management.
- Q&A support. During the 3-weeks of training, you can email questions to our speakers.
The above 10 items have a combined value of over £46.91 and are included in the cost.
Certification
At the end of this training course to receive your certification you will need to have:
- Attended for the complete duration of each virtual classroom.
- Engaged in each, every virtual classroom, and asked questions, where possible.
- Completed each Sticky Piece ® thoroughly and achieved the pass mark of 87%, or higher..
You will be graded with a Pass, Merit, or Distinction. This is an example of your certification below. Click on the image below to see a larger version:
Optional Extras
We will email you once you have bought your ticket to offer you optional extras. The optional extras available each has a cost:
- You can email your sales presentation to an ex-Supermarket Buyer and receive written feedback.
- You can pitch your sales presentation, live, to an ex-Supermarket Buyer for 1-hour, and receive instant feedback.
- You can work with a coach for 3-hours to help build your sales presentation.
You will also be able to buy all 3 optional extras, though places are limited.
Future Courses
This course is a Grade 1 (3-weeks), and then once you pass, you will be offered the Grade 2 (4-weeks) course, and the Grade 3 (4-weeks) course, along with the associated costs, and optional extras.
Sponsored
This training course is sponsored and supported by International Supermarket News.
Terms and Conditions
- Only one person per log-in will be allowed, i.e. you cannot buy one ticket and have more than one person at the computer.
- You cannot record these virtual classrooms. There is detection software built into Microsoft Teams that can detect if the class is being recorded. Detection of a recording will be fined £2,500.
- If you cannot attend the dates shown above, there will be no refunds.
Click ‘Add to basket’ Now so that you can understand how to sell to a European Supermarket Buyer. If you have 11, or more, Learners, please contact us for a possible discount.
Still Not Convinced?
- Watch and read our client’s testimonials.
- We write regularly for The Grocer. This magazine has an average of 532,063 unique monthly users, 43,621 daily newsletter recipients, and an average of 1,002,480 monthly page views.
- Our contribution to Forbes is available here.
- The BBC has used us as an industry expert.
- We have been awarded Silver Partner status by Nielsen IQ.
- The UK government shows us as a training provider for GSCOP.
- On Google we are #3 for ‘Category Management’, after Wiki and Forbes.
