Worksheet: Build a value story for your biggest account

If the case to the buyer is the relationship, the terms talk starts and ends with the rate. This sheet builds one page for your biggest account, in their numbers, to take to the next meeting before they ask for anything. It builds the Competent step of the check:

For each major account we can show rate of sale, return per shelf metre and the category growth we bring, against competitors.

Step 1. What we are worth to them

Use the retailer's own data where you hold it. Use the same 52 weeks for every column.

Measure	Us	Competitor 1	Competitor 2	Own-brand	Category average	Source
Rate of sale (units per store per week)	e.g. 14	11	9	18	12	Retailer scan data
Retailer gross profit per shelf metre per week
Share of category sales against share of shelf
Our growth against category growth
Share of the category's growth we brought
Uplift on promotion
Out-of-stocks (%)

Use data you have a right to use. Scan data bought from a retailer often limits how you may share it.

Step 2. What they are worth to us

Measure	This account	Average of our other major accounts
Share of our sales (%)
Trade-spend rate (% of gross sales)
Net margin after terms (%)
Growth on last year (%)

Step 3. Place the account

	Our value to them is high	Our value to them is low
Their value to us is high	Plan growth together, on shared targets	Fix our offer first: range, supply, execution
Their value to us is low	Hold terms, and lead with the story	Standard terms only

This account sits in: ______________________

Step 4. The one page

Box	Your words
Headline: what we bring to your category
Fact 1, with its number
Fact 2, with its number
Fact 3, with its number
What we propose this year
What we ask in return
Shown to (buyer), and date

Take it to the next meeting before the buyer opens with a request.

Done when: for each major account you can show rate of sale, return per shelf metre and the category growth you bring, against competitors. Start with the biggest.

Adapted from our own trade-spend discussion document (Deloitte, 2016).