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B2B Retail Negotiations Essentials: CPG Strategies for Amazon and Major Retailers

This intensive course equips consumer packaged goods (CPG) professionals with practical frameworks for negotiating with powerful retail buyers like Amazon, Walmart, and Target. You'll learn the GAP (Give-and-Get Partnership) framework and complementary proven methodologies specifically adapted for the unique power dynamics of CPG-retail relationships. Through real-world scenarios and case studies, you'll master how to structure trade terms, defend margins while investing in growth, and build partnerships that move beyond transactional price negotiations.

beginner4 modules~6 hours

What you'll learn

  1. 01CPG-Retail Landscape and Power Dynamics
  2. 02The GAP Framework and Value-Based Negotiation Principles
  3. 03Navigating Common CPG-Retail Negotiation Scenarios
  4. 04Preparation, Execution, and Relationship Management

Listen to a sample episode

Module 1: CPG-Retail Landscape and Power Dynamics

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Test yourself

Question — tap to flip

What is retailer consolidation and why has it fundamentally shifted negotiating power in CPG-retail relationships?

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