How can sales processes be optimized to manage key customers professionally? Rolf Bickelmann, who has extensive experience in product management and sales for well-known branded goods manufacturers, uses the example of Henkel to illustrate possible strategies and instruments for national and international customers:

• Relationship management between industry and retail: partnering model, efficient consumer response (ECR)
• Strategic customer management: planning, contribution margin accounting, share of presence, benchmarking
• Euro account management and European pricing policy

"Retail as a 'goal keeper' to the end consumer is becoming increasingly important for the branded goods industry. The consequence: not just lip service, but real cooperation! How this is done professionally is demonstrated by Rolf Bickelmann - a practitioner with a system." (Dr. Klaus Morwind, personally liable partner of Henkel).