{"id":26474,"date":"2023-07-19T15:21:33","date_gmt":"2023-07-19T14:21:33","guid":{"rendered":"https:\/\/www.locksmith.works\/?p=26474"},"modified":"2025-07-20T10:35:27","modified_gmt":"2025-07-20T10:35:27","slug":"cc-customer-sell-ins","status":"publish","type":"post","link":"https:\/\/locksmith.works\/cc-customer-sell-ins\/","title":{"rendered":"Helping C&amp;C unlock kick ass customer sell-ins\u00a0\u00a0"},"content":{"rendered":"\n<p>Alex &amp; I were in Glasgow this week delivering a bespoke course called Unlock Kick Ass Customer Sell-Ins,<strong> <\/strong>a two-day workshop for the <a href=\"https:\/\/candcgroupplc.com\">C&amp;C<\/a> marketing team.\u00a0\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The course in a nutshell\u00a0<\/strong>\u00a0<\/h2>\n\n\n\n<p>We designed the course to help the C&amp;C team hone their skills around building awesome customer sell-ins.&nbsp;&nbsp;<\/p>\n\n\n\n<p>The heart of the customer sell-in is the concept of the Triple Win: Think Shopper, Think Supplier, Think Customer. The goal is to have the ability to identify an overlap in interests that works for all 3 parties &#8211; we call this the sweet spot. This is central to any good sell-in and it\u2019s the one thing you need to keep coming back to.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"942\" src=\"https:\/\/locksmith.works\/wp-content\/uploads\/2023\/07\/Triple-win-venn-diagram-hand-and-dart-1024x942.png\" alt=\"\" class=\"wp-image-26476\" srcset=\"https:\/\/locksmith.works\/wp-content\/uploads\/2023\/07\/Triple-win-venn-diagram-hand-and-dart-980x902.png 980w, https:\/\/locksmith.works\/wp-content\/uploads\/2023\/07\/Triple-win-venn-diagram-hand-and-dart-480x442.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why is the sell-in so important for FMCG marketers?<\/strong>\u00a0<\/h2>\n\n\n\n<p>Your brand marketing activity is completely wasted if you\u2019re not listed in the right outlets. Your customer ( the retailer) is the gatekeeper and stands in the way of you being able to sell your products to your end consumer, so you need to be able to convince them! The key to this is becoming a trusted partner by listening to their needs, being helpful and not just putting your agenda first.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The result<\/strong>&nbsp;&nbsp;<\/h2>\n\n\n\n<p>We are delighted to hear how much the team got out of this workshop. We\u2019ve had a rating of 4.7 out of 5 and the NPS (Net Promoter Score \u2013 meaning the % of people that would recommend the course) is a whopping 90.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">We&#8217;re here to help&nbsp;&nbsp;<\/h2>\n\n\n\n<p>Are you an FMCG brand looking to supercharge your retail presence &amp; availability? Let\u2019s chat!\u00a0\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><\/h2>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Alex &#038; I were in Glasgow this week delivering a bespoke course called Unlock Kick Ass Customer Sell-Ins, a two-day workshop for the C&#038;C marketing team.\u00a0<\/p>\n","protected":false},"author":2,"featured_media":26475,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[22,10],"tags":[21,28,26,14],"class_list":["post-26474","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consulting","category-marketing-and-innovation","tag-capability","tag-fmcg","tag-growth-strategy","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Helping C&amp;C unlock kick ass customer sell-ins\u00a0\u00a0 - LockSmith<\/title>\n<meta name=\"description\" content=\"LockSmith&#039;s marketing capability work in FMCG. 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Building marketing skills for fast-moving consumer goods success\" \/>\n<meta property=\"og:url\" content=\"https:\/\/locksmith.works\/cc-customer-sell-ins\/\" \/>\n<meta property=\"og:site_name\" content=\"LockSmith\" \/>\n<meta property=\"article:published_time\" content=\"2023-07-19T14:21:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-20T10:35:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/locksmith.works\/wp-content\/uploads\/2023\/07\/chris-and-alex-in-glasgow.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1179\" \/>\n\t<meta property=\"og:image:height\" content=\"1572\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Chris\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Chris\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/locksmith.works\/cc-customer-sell-ins\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/locksmith.works\/cc-customer-sell-ins\/\"},\"author\":{\"name\":\"Chris\",\"@id\":\"https:\/\/locksmith.works\/#\/schema\/person\/1389d0815c10a6080d1cd618cd227e07\"},\"headline\":\"Helping C&amp;C unlock kick ass customer sell-ins\u00a0\u00a0\",\"datePublished\":\"2023-07-19T14:21:33+00:00\",\"dateModified\":\"2025-07-20T10:35:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/locksmith.works\/cc-customer-sell-ins\/\"},\"wordCount\":275,\"publisher\":{\"@id\":\"https:\/\/locksmith.works\/#organization\"},\"image\":{\"@id\":\"https:\/\/locksmith.works\/cc-customer-sell-ins\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/locksmith.works\/wp-content\/uploads\/2023\/07\/chris-and-alex-in-glasgow.jpeg\",\"keywords\":[\"Capability\",\"fmcg\",\"growth strategy\",\"Marketing\"],\"articleSection\":[\"Consulting\",\"Marketing and Innovation\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/locksmith.works\/cc-customer-sell-ins\/\",\"url\":\"https:\/\/locksmith.works\/cc-customer-sell-ins\/\",\"name\":\"Helping C&amp;C unlock kick ass customer sell-ins\u00a0\u00a0 - LockSmith\",\"isPartOf\":{\"@id\":\"https:\/\/locksmith.works\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/locksmith.works\/cc-customer-sell-ins\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/locksmith.works\/cc-customer-sell-ins\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/locksmith.works\/wp-content\/uploads\/2023\/07\/chris-and-alex-in-glasgow.jpeg\",\"datePublished\":\"2023-07-19T14:21:33+00:00\",\"dateModified\":\"2025-07-20T10:35:27+00:00\",\"description\":\"LockSmith's marketing capability work in FMCG. 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