Jul 29, 2024
Jackie Katz - Associate Retail Sales Manager @ Unilever
When customer relationships are built on trust and mutual benefit, they drive growth, enhance loyalty, and strengthen market positioning. We had the pleasure of speaking with Jackie Katz, whose deep expertise in customer relationships has positively impacted Unilever's success.
What strategies do you find most effective in building and maintaining strong relationships with wholesale customers?
Jackie: “At Unilever, we have a mantra of joint business planning, or JBPs as we call them. This approach involves working closely with our customers to develop business plans one to two years in advance. It's not just about pushing what we think is best for Unilever, but finding solutions that are mutually beneficial for both Unilever and our retailers."
What common challenges have you faced over the years, and how did you overcome them?
Jackie: “One common challenge is the lead time on information. Our brands might change promotional details just a few months ahead, which can be challenging to execute. To overcome this, we rely heavily on data. We present fact-based approaches to our retailers, showing how our products can benefit their categories based on market trends. It's about being data-driven and ensuring our plans are mutually beneficial."
What is one key takeaway you can give readers from your experience being a leader?
Jackie: “For sales managers, it's crucial to balance customer satisfaction and sales team happiness. Regular meetings with your sales team to align on expectations and provide support are essential. Additionally, maintaining relationships with retailers, even if you're not directly selling, ensures that your strategies are aligned and effective."
