FMCG Sales Training

If you are seeking FMCG sales training or best FMCG sales training courses, we can help. You may contact us for a free consultation or read on.

FMCG sales training – training that sells

In the dynamic world of Fast-Moving Consumer Goods (FMCG), visibility, velocity, and relationship-building are not just advantages—they’re necessities.

Sales success in this space demands speed, agility, and a deep understanding of trade dynamics across general retail, modern trade, and field distribution. Our FMCG Sales Training is designed to equip your frontline team with the tools, practical skills, winning mindset, and disciplined behaviors needed to consistently drive volume, increase visibility, and deliver value—right where it matters most: at the point of sale.

Why this training?

FMCG sales isn’t just about moving boxes. It’s about moving minds—retailers, stockists, distributors, and even the final consumer. Your salespeople are the face of your brand in the market, and they need to do more than just pitch. They must influence, persuade, and sustain relationships in highly competitive environments. That’s where we come in.

What participants will learn

Retail Realities: How product placement, pricing, promotions, and people impact retail sales
The SKU Journey: The SKU Journey: From warehouse to shelf to basket—owning every stage across categories like car care, beverages, personal care, dry foods, home care, and perishables.
Shelf Presence: Practical merchandising techniques that drive off-take
Route-to-Market Selling: Making beat plans, territory mapping, and retail audits work
Influencing the Trade: Building trust with shopkeepers, wholesalers, and key accounts
Field Negotiation: Securing space and shelf-share without defaulting to price cuts
Objection Handling: Real-time responses to “No demand”, “No space”, and “No credit”
Performance Discipline: Turning KPIs into daily habits and dashboards into decisions

Flexible delivery – designed around you

We understand that FMCG teams are always on the move. That’s why our training is fully customizable to suit your operational needs:

Online Target Sessions: Short, high-impact virtual modules designed for remote and dispersed teams
In-Person Training: Classroom sessions built around real-life scenarios from your product and trade
In-Field Coaching: Side-by-side, in-the-market coaching to reinforce learning and model behaviour
Sales Conferences: We also design and facilitate powerful, interactive sessions at your annual or quarterly sales conferences—ensuring motivation, alignment, and focused execution
Sales Talks: Need a powerful keynote or motivational sales talk? We deliver focused, practical, and high-energy presentations that inspire action and reinforce your business priorities

Wherever your team is—on the road, on the shelves, or online—we meet them there with training that sticks.

Delivery style and some clients- FMCG sales training powered by Lend Me Your Ears

Interactive. Energetic. Relatable. Our facilitators use role plays, case studies, and field scenarios to simulate the FMCG battleground and reinforce winning behaviours. Because FMCG sales isn’t taught from a slide—it’s drilled on the street.

At Lend Me Your Ears, our FMCG Sales Training is built on years of hands-on experience delivering real results across the spectrum. We’ve trained and engaged with small and growing businesses like Royal Brekkers (makers of Kombucha), national and export brands like KETEPA, and multinationals such as Sanofi East Africa. This breadth gives us the insight to customize learning for your team’s reality—no matter the size of your business or the complexity of your market.

John Kageche of Lend Me Your Ears conceptualized and facilitated a turn-around sales conference for KETEPA in which my heads of department and myself were present. The objectives were well articulated and I consider the conference a success. In fact, we have engaged them more than once” –Collins Cheruiyot, MD, KETEPA

Who should attend

Van Sales Reps
National Sales Managers
Area Sales Executives
Sales Promoters
Merchandisers
Route-to-Market Teams
Key Account Assistants and Coordinators

Expected outcomes

Increased numeric and weighted distribution
Stronger retail relationships and better order-booking skills
Higher visibility and availability in trade Improved team accountability and productivity
Consistent field performance aligned with business goals
Sharper sales conversations and reduced churn

Lend Me Your Ears helps FMCG salespeople speak the language of the trade—and more importantly, be heard. If any of the foregoing holds your fancy, we can help

What next? Your free consultation on FMCG sales training

Ready to Strengthen Your FMCG Sales Team?

If you’re looking to sharpen your sales force, bridge specific skill gaps, or roll out a high-impact FMCG Sales Training program tailored to your business, we’re here to help.

Let’s start with a conversation. We offer a free consultation——on phone or in person, at your convenience, and with no strings attached—to understand your business, your sales challenges, and what a successful training outcome looks like for you. Together, we’ll explore the current gaps, clarify your goals, and identify the best-fit approach—whether in-person, in-field, or online.

Simply fill in your details in the form below, and we’ll be in touch to schedule your consultation.

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