--- title: ‘TNG created aligned and conditional trade terms, a compelling investment plan and improved capability in FMCG trading teams.’ description: Total Negotiation Group image: https://totalnegotiation.com/hubfs/Single-blog-images/0-homepage-people2.jpg --- [![tnlogo](https://totalnegotiation.com/hubfs/skyron-2023/tnlogo.svg "tnlogo")](https://totalnegotiation.com) [Contact](https://26224138.hs-sites-eu1.com/contact?hs_preview=yOfwxtks-95831570410) - What we do - [Negotiation strategy](https://totalnegotiation.com/en-gb/negotiation-strategy) - [Revenue growth management](https://totalnegotiation.com/en-gb/revenue-growth-management) - [Category and channel strategy](https://totalnegotiation.com/en-gb/category-and-channel-strategy) - [Customer planning and selling](https://totalnegotiation.com/en-gb/customer-planning-and-selling) - [Case studies](https://totalnegotiation.com/case-studies) - [About us](https://totalnegotiation.com/en-gb/about-us) - [Our experts](https://totalnegotiation.com/en-gb/about-us/meet-our-experts/) - [Corporate social responsibility](https://totalnegotiation.com/en-gb/corporate-social-responsibility/) - [Careers](https://totalnegotiation.com/about-us/careers/) - [Contact us](https://totalnegotiation.com/en-gb/contact) # ‘TNG created aligned and conditional trade terms, a compelling investment plan and improved capability in FMCG trading teams.’ ![](https://totalnegotiation.com/hubfs/Single-blog-images/0-homepage-people2.jpg) **The Client **  Total Negotiation Group’s client is a major UK manufacturer in the FMCG sector **Their Challenge**  A grocery account team came under pressure from a major grocer during the renewal of annual trade terms. The customer wanted significantly improved funding, yet the client had few options. In addition, any decision would potentially set an unwelcome precedent for negotiations across the sector. The client Account Director needed expert support to explore other options to minimize the impact in this account and across other grocery accounts.    **Objectives of the engagement**  Help formulate an aligned strategy to respond to the customer, create a compelling terms investment plan, increase conditionality, and build the confidence and capability of the team to deal with the negotiation.     **The solution**  Over a period of two months, TNG evaluated the situation and helped the team to create a strategy to approach the customer. This involved a blend of analysis, coaching, challenging discussion, and internal alignment. They invested a significant amount of time creating a wide range of variables, understanding their counterpart’s stances, and planning their own. TNG facilitated role plays in which the client team played out their moves and the anticipated counter moves.    Another significant element of the TNG approach was supporting the achievement of robust internal client alignment   In the words of the Account Director, ‘I feel the TNG  approach is very conducive towards reaching a win-win agreement within a manageable time period. Your pragmatic and highly structured approach to negotiation has helped me enormously in understanding the grocer’s overall game plan and has been invaluable in reaching the agreement that we have struck.’  **Outcome**  The client saw increased conditionality throughout the terms agreement as well as better targeted and more conditional and measurable investment  **Future**  The client team now invest heavily in preparing their negotiations, to the extent that often 75% of the time is spent in this phase with only 25% in the live negotiation discussions. They feel that, with this improved approach, much of the pressure to agree to sub-optimal terms within account meetings has been removed.  Jul 19, 2023 9:16:00 AM [FMCG](https://totalnegotiation.com/case-studies/tag/fmcg) About the author Total Negotiation Group All Posts - [Aviation](https://totalnegotiation.com/case-studies/tag/aviation) - [Banking](https://totalnegotiation.com/case-studies/tag/banking) - [Channel Strategy](https://totalnegotiation.com/case-studies/tag/channel-strategy) - [Distribution](https://totalnegotiation.com/case-studies/tag/distribution) - [Europe](https://totalnegotiation.com/case-studies/tag/europe) - [FMCG](https://totalnegotiation.com/case-studies/tag/fmcg) - [FMCG Manufacturer](https://totalnegotiation.com/case-studies/tag/fmcg-manufacturer) - [FMCG Supplier](https://totalnegotiation.com/case-studies/tag/fmcg-supplier) - [Financial Services](https://totalnegotiation.com/case-studies/tag/financial-services) - [Food](https://totalnegotiation.com/case-studies/tag/food) - [Food Manufacturer](https://totalnegotiation.com/case-studies/tag/food-manufacturer) - [GTR](https://totalnegotiation.com/case-studies/tag/gtr) - [Global Manufacturer](https://totalnegotiation.com/case-studies/tag/global-manufacturer) - [Health and Beauty Industry](https://totalnegotiation.com/case-studies/tag/health-and-beauty-industry) - [Insurance](https://totalnegotiation.com/case-studies/tag/insurance) - [USA](https://totalnegotiation.com/case-studies/tag/usa) #### We are Total Negotiation Group Transform your commercial outcomes with capability and consulting support from Total Negotiation Group. With a global footprint and a wealth of experience across category and channel, revenue growth management, customer planning, selling and negotiation, we are the trusted partner of the world’s largest FMCG manufacturers. #### Get in touch - [Team House](https://www.google.com/maps/search/?api=1&query=51.529672,-0.896401) - [1 Fairview Estate](https://www.google.com/maps/search/?api=1&query=51.529672,-0.896401) - [Henley-on-Thames](https://www.google.com/maps/search/?api=1&query=51.529672,-0.896401) - [Oxfordshire](https://www.google.com/maps/search/?api=1&query=51.529672,-0.896401) - [RG9 1HE](https://www.google.com/maps/search/?api=1&query=51.529672,-0.896401) **Tel: [+44 (0) 1491 728 090](tel:44001491728090)** [info@totalnegotiation.com](mailto:info@totalnegotiation.com) #### Find us on - [![linkedin](https://totalnegotiation.com/hs-fs/hubfs/skyron-2023/linkedin.png?width=60&height=60&name=linkedin.png)](https://uk.linkedin.com/company/total-negotiation) - © 2024 Total Negotiation Group - [Privacy Policy](https://totalnegotiation.com/privacy-policy) - [Diversity & Inclusion](https://totalnegotiation.com/diversity-inclusion) - [Sitemap](https://totalnegotiation.com/sitemap) ![arrow-img](https://totalnegotiation.com/hs-fs/hubfs/skyron-2023/arrow-img.png?width=28&height=19&name=arrow-img.png) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Total Negotiation Group", "url" : "https://totalnegotiation.com/case-studies/author/total-negotiation-group" }, "dateModified" : "2024-03-15T07:58:30.120Z", "datePublished" : "2023-07-19T08:16:00.000Z", "headline" : "‘TNG created aligned and conditional trade terms, a compelling investment plan and improved capability in FMCG trading teams.’", "image" : [ "https://totalnegotiation.com/hubfs/Single-blog-images/0-homepage-people2.jpg" ], "mainEntityOfPage" : { "@id" : "https://totalnegotiation.com/case-studies/tng-created-aligned-and-conditional-trade-terms-a-compelling-investment-plan-and-improved-capability-in-fmcg-trading-teams", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://totalnegotiation.com/hubfs/1564411371404.jpeg" }, "name" : "Total Negotiation Group" } } ```