CatMan for non-Category Managers

Cat man for Non Cat Man

Not a Category Expert?

Today’s business environment demands that suppliers think category rather than being parochial about their own brands.

The workshop supports delegates so that they feel able to speak confidently to customers and add a category perspective to decision making. If required, it can be customised to individual company’s needs using an organisation’s own category information.


This two-day workshop is specifically designed to enable all members of a commercial team to broaden their business/brand approach and think in a category way. It has been created to teach the basics – delegates gain an understanding of the Category-based selling approach and the role they play within it.

Key deliverables

  • An understanding of how to sell from a category perspective, including key concepts and terminology
  • An understanding of how to build strong category arguments for customers
  • An opportunity to practice delivering category based selling stories.

The course will cover

  • Why a category based approach is needed
  • Retailer’s requirements of manufacturers with regard to delivering category growth
  • What a category based selling story looks like
  • How to create a category based selling story
  • Breakout sessions in which a selling story is created.

Location: available nationally

Cost: £1400 per delegate excl VAT


23rd / 24th April 2020

14th / 15th October

All prices exclude VAT.

Prices quoted are per delegate inc lunch, refreshments and course materials.

To enrol on a workshop please click here

Big River Solutions’ workshops are designed with recognition that individual delegates respond to different learning styles. We always seek to optimise learning by utilising plenary output that allows delegates to practice new skills:

  • as soon as possible
  • on real-life scenarios
  • where the language and landscape reflect the reality that the delegates return to.

We constantly update our materials to reflect best practice and include case studies that are both recent and relevant. Delegates will return to work with resources that can be used immediately to improve their effectiveness in their role and department.

Our Big River Academy team is able to demonstrate effective and immediate impact for clients using our training programmes. This has been built through many years of experience designing face-to-face learning events. We are recognised for offering mentoring and one-to-one training that delivers tangible and rapidly demonstrable benefits. We also have a reputation for being leading-edge for new learning techniques as they become available. We consider ourselves expert at incorporating e-learning where it supports workshops or for remote learning.