Competencies are a demonstration of how well we apply our knowledge and skills to complete tasks – allowing us to successfully develop, manage and grow with our Customers. There are as many different types of competency frameworks, models and descriptions as there are breakfast cereals. These are all similarly aimed at making you better on the job, so that you can deliver better business results.
We know there’s a lot of stuff out there and not a lot of time to get through it all. We also know that you will wear many different hats and face many different challenges each day. We know what you need. We have identified the competencies you will need to grow with your Customers and, based on these, made sure that you have the best Customer Management resources and on demand help, to do your job today.
Who are you today?
You manage resources and lead passionate teams to deliver business results. You manage conflicts. You develop others. Your interpersonal skills and cultural knowledge drives successful and motivated teams. You can bring a Customer Management vision to life, with strong operational nous. The team remain focused on the right business objectives and you empower them to deliver results. Your Customers respect you and your business. Go Boss!
You identify strategic growth opportunities and develop winning Customer strategies. You never ever confuse tactics with strategy. You never invent your own facts. Sometimes at night instead of counting sheep, you weigh up strategic growth options for your category and Customer. Because you can so clearly articulate your strategy you always impress everyone with its simplicity and logic. Especially your Customer.
You make joint business planning look easy. You have a collaborative mind-set and focus on building effective relationships to co-create value with Customers. Your professionalism sets the bar for high levels of trust between you and your Customer and together you think about ways to set the category alight. There’s nothing parochial about you. When you add 2 + 2 you get 5.
You drive profit by making commercially sound decisions. Your financial acumen underpins everything you do. You never met a value analysis you didn’t enjoy but numbers never constrain or muddy your thinking. You know what the key metrics are – the ones that will make a commercial impact on your and your Customer’s business. You crunch numbers accurately and quickly. Your Customer commercial propositions are always persuasive, a thing of beauty.
You understand your categories, channels and Customers and outsmart your competitors by backing the right trade spend investments in the right channels with the right Customers. You run your supply chain efficiently and effectively delivering category growth with your Customer. Your P&L sings happy “Gross to Net” songs!
You listen to your Customer. You persuade and influence Customers to arrive at win-win agreements. You prepare like a prize fighter and negotiate like a coach. You’re not an actor and you don’t rely on tactics. You manage negotiations with calm authority in the good times and the bad times – making sure your Customers needs are met in the right way. Tough, consistent and fair – you’re the one we want on our team.
You create compelling presentations that stand out because they’re commercially on-point and you deliver them with enthusiasm and clarity. No death by powerpoint or imagining your Customer in his or her underwear for you. You read, write and speak well. Most importantly, you listen well. Your Customer relationships are good. You are effective on the job because you rock in negotiations, meetings, presentations, elevators and airports.
You are committed to a Customer planning process and you tailor it for your Customers and the business. You plan for success, looking ahead to anticipate operational challenges. You can turn a strategy into an exceptional execution plan and what’s more, you’re the “make it happen” person we want in our corner. Your attention to detail, steely focus on your Customer’s needs and strategic growth mind-set make you an outstanding member of the team.
You know who the Customer decision makers are, who to talk to and when. You’ve mapped the right Customer contacts and network effectively with regular, planned and quality engagement based on the right contact strategy. Networking is in your blood. You ask the right questions. You observe. You follow up. You make your Customers your number 1 priority and they know it.
CREATIVE PROBLEM SOLVER
You get to the heart of any challenge, coming up with possible solutions. You don’t need a template. You’re innovative and creative and bring a fresh perspective to the business. Adapting to change is your middle name. You read everything you can get your hands on. Brainstorming is not so last year in your book – you are masterful at it. You always strive to find creative ways to grow with your Customers.
You know which channels are profitable for your categories, and how this translates for your Customer. You make sure that you understand how shopper channels are evolving and adapt your thinking to meet your Customer’s needs all the time. Better than that, you know how to find and where to get extra growth from channels because you’re in tune with the bigger picture. The one where you and your Customers get to be where your shoppers are.
KNOW MY CUSTOMER
You exist to grow with your Customer. There’s nothing you don’t know about your Customer, from his balance sheet to the name of his cat. You know your Customer’s needs and wants, strategy and performance, challenges and opportunities. You know the key analysis and metrics to focus on. You could walk blindfolded through his stores without bumping into anything – in our business, you are his champion!
You are part of the shopper marketing conversation. You’ve read about all those moments. You know your Customer’s shoppers and focus on how to sell more and deliver a great shopping experience with the right activation at the right time and place. You’ve memorised the shopper path to purchase journey and you obsess about the point of purchase. Sometimes you even call it POP for short. Or POB. Or POC. Or POS.
You know the fundamentals of category management. When you talk to Customers you articulate category benefits, not just what’s good for your brand. You deliver impressive category revenue, profit and growth with and for your Customer. You know what’s hot and what’s not. You think big picture, beyond category tactics, to bring your category vision to life. You and your Customer are both clear about what you want to be famous for in the category.
You fully understand the ins and outs of brands and branding. You know it’s at the heart of everything your business does. You work seamlessly alongside marketing teams to make sure that people buy more and consume more of your brands. You help to build brand equity in everything you do. You support the implementation of brand plans with your Customer. You are passionate about both your Customer’s brand and your own brands.
WHO DO YOU NEED TO BE TOMORROW?
So long as your CUSTOMERAIDE® membership is up to date so are you. We are dedicated to bringing you the most helpful portfolio of resources and Help On Demand to grow with your Customers. CUSTOMERAIDE® is shaped around you and your needs – if there’s something you need today that you don’t see, please send us an email and let us know!
Download our free CUSTOMERAIDE® Grow with Customers Checklist
Are you ready to be the best Customer Manager today? Review your progress on all the essential steps to grow in your career and grow your categories with your Customers.