If you are trying to penetrate an account, the involvement of their procurement department is the last thing you want to see as they are hard negotiators on price. Selling to FMCG buyers could even be more challenging as they need to move fast and make quick decisions. In 2021, most offerings are fairly competitive, so you could only do so much while negotiating with FMCG buyers. However, if you researched enough and figured out how to sell based on value, you might end up converting your accounts into strategic with a significant upper hand.In today's episode, we have our guest, Mark Schenkius, who discusses selling to and negotiating with FMCG buyers in buying environments where they need to make quick decisions and move fast. He also describes several negotiation profiles with the help of blue and red colors and how to convert blue to red and vice versa. Finally, he describes the negotiation color of various departments and what sales and procurement teams can do to win negotiations. For more information on growth strategies for SMBs using ERP and digital transformation, visit our community at wbs.rocks or elevatiq.com. To ensure that you never miss an episode of the WBS podcast, subscribe on your favorite podcasting platform.