USE CASE — KEY ACCOUNT MANAGER
How can I prepare for a distributor negotiation using their own data?
Before negotiating, assess your performance with the distributor. Which products are growing? Where is distribution still limited? Use your products’ sell-out data to prepare your arguments, anticipate objections and propose concrete commitments.
Support your arguments with evidence
Anticipate objections
Negotiate commitments
THE CHALLENGE
An overall review is not enough to support your requests
The buyer arrives with their figures. Your sales to the distributor do not always show what actually sells in their network. A decline may affect only a few depots, a limited assortment or certain customers. Without detail, objections are hard to answer. The challenge: build your view of the account using shared sell-out data, then connect every request to a finding and a concrete proposal.
Making requests without evidence
Mistaking sell-in for actual sales
Leaving objections unanswered
Negotiating on price alone
Without a detailed sell-out review, you risk:
Accepting the buyer’s view of the account without your own evidence
THE KARYONFOOD SOLUTION
Build a case grounded in your actual sales
KaryonFood centralizes your products’ sell-out data provided by distributors. Analyze volumes, distribution and buying customers to prepare your account review. Compare consistent periods, units and scopes. Build an evidence-based view to discuss with the buyer. Available metrics depend on the data shared.
Volumes sold by product
Year-on-year volume trend
Number of selling depots
Average monthly volume by depot
Number of buying customers
Sales by end-customer type
Volumes sold by depot
Active assortment by depot
BUSINESS DECISION
Know what to defend, with which evidence and commitments.
DOCUMENT
Review the account by product, depot and customer group. Separate observed facts from causes to investigate, and select the most useful evidence.
BUILD YOUR CASE
Prepare responses to objections and link each request to a finding: distribution to expand, a product to support or customers to develop.
NEGOTIATE
Propose mutual commitments, targets and a review date. Complement sell-out with costs and margins when deciding commercial terms.
THE BENEFITS
Bring a solid evidence base to the negotiation
Build credibility
Present precise results on your products, their customers and their distribution. Ground requests in a documented view of the account.
Respond precisely
When overall sales decline, identify the depots, products or customer groups involved. Discuss the facts and check their causes together.
Broaden the discussion
Link commercial terms to development opportunities: distribution, assortment or customer activation. Give growth drivers a place in the discussion.
Prepare to follow up on agreements
Agree on expected results and metrics during the meeting. Future reviews can then draw on specific, verifiable commitments.
They use KaryonFood
“We have the same data, and that saves us time during the meeting […]”
Jimmy Ranson — National Key Account Manager, Vandemoortele
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