Business relationships have gone through a process of transformation and re-evaluation of the main concepts during the last decade mainly due to the fact that supply and demand sensitivity became more alerting for the firms to remain competitive on the market. Together with the growth of competition for almost all types of products and FMCG goods in particular, organization have brought on the surface the question of effective sales strategies. With that in mind the sales organization shifted on completely new level. In practical terms, it means that the question: “What is for sale?” got completely new look in organizational perspective.

There are three major components of the effective sales management:
Knowing your customer needs and expectations – understanding what customer needs, when comes to the shop, is an essential qualifier for the effective sales management. Understanding customer expectations, however, is the winner that will make this customer come back to your shop.

Understanding of your competitors and your advantages and disadvantages over them – your competition is the mirror of your competences and the best way to understand the gaps of the performance management and customer relationships.

Support innovation and create unique competence – if you offer for sale the same or similar products to those that your competitors have on the shelves of their shops, it is a partial success that will generate the revenue in a short run. In order to sustain a long-term business, however, it is critical to develop unique competences that will distinguish your business from thousands of others.

These three elements lie at the foundation for our research on the most successful organization that have chosen sales driven approach in the FMCG industry. The purpose of this research is to develop the knowledge base of truly effective and successful measures and schemes of transformation of the sales organization into the strategic division that understands modern business requirements.