For commercial teams in FMCG

Price increase letters go out in 8 weeks

The toughest annual negotiations in years start in September.

Energy and packaging costs are climbing since the Hormuz closure. Your 2027 price increase will be higher than retailers have seen in years, and they will reject it on day one. Pressure-test your opening position in a free 30-minute strategy call, before your first customer meeting.

Book my strategy call

30 minutes · No pitch
Trusted by negotiators at AB InBev, Kraft Heinz, Danone & Dr. Oetker

Christian, Senior Negotiation Consultant
Pressure-test your opening position Before your first retailer meeting, with a senior negotiation consultant.
€4.1 billionsupported in deals since 2022
5,935negotiators trained
9.4customer rating
Why now

Once the first meeting is booked, the cards are dealt

Every FMCG contract ends on 31 December. The negotiation season follows the same script every year, and this round the buying alliances and Hormuz-driven cost increases raise the stakes on both sides of the table.

You are here

Jul – Aug

The preparation window

Winning teams build their opening position, concession plan and stakeholder strategy now, before the letter is sent.

Sep – Oct

The letters go out

Price increases must be announced three months before contracts end. This year they’ll be far above what retailers accept.

Within days

The rejection lands

Retailers, backed by international buying alliances, push back immediately, and the pressure campaign begins.

Oct – Mar

35–40 meetings of trench warfare

Order stops, delisting threats, empty-shelf headlines. By now your team is too deep in the fight to change strategy.

The strategy call

What we cover in 30 minutes

This is the same session we run with our clients every summer before the negotiation season. You bring your most critical account, we bring 35 years of deal experience.

01

Opening position check

We review the strength of your price increase story and pinpoint where a retailer is most likely to attack it.

02

Concession pressure-test

Cashback, promo contributions, in-store investment: we identify which levers you should protect, delay, trade, or take off the table entirely.

03

Retailer power map

We map where the retailer has pressure on you, and where your brand, category, supply chain or timing gives you counter-leverage you may not be using.

04

First meeting preparation

You leave with sharper thinking for your first customer conversation: what to say, what not to say, and what to prepare internally before October.

Book my strategy call

With a senior negotiation consultant, never a salesperson.

Who you’ll talk to

The consultants behind the table

Impact Negotiation Group has supported €4.1 billion in deals since 2022 and trained 5,935 negotiators at companies like AB InBev, Kraft Heinz, Danone and Dr. Oetker. Your call is with one of the consultants who sits at those tables, so bring a real account.

Adrien Le Clef, Impact Negotiation Group

Adrien Le Clef

Negotiation Consultant — Impact Negotiation Group

Prepares FMCG commercial teams for their annual retailer negotiations across the Benelux and DACH.

Christian Gasser, Impact Negotiation Group

Christian Gasser

Negotiation Consultant — Impact Negotiation Group

Decades of deal experience on both sides of the table in FMCG, retail and enterprise negotiations.

5.935 negotiators trained

We’ve worked with negotiators at:

AB InBev Smurfit Westrock VodafoneZiggo Delta Participaties Danone Kraft Heinz Dr. Oetker Keter ICT Group
“This is ROI positive and therefore a must for senior sales.”
Peter Bisselink
Peter BisselinkAccelerate Wholesalers
AB InBev
“Very good nego training. I have learned a lot; tactics, how to behave, to not be in a competitive mindset.”
Charlotte Boonen
Charlotte BoonenKey Account Manager
Danone
“10 out of 10! Do it, it’s a very good training with real examples.”
Briand
BriandEuropean Account Director
Smurfit Westrock
“Interesting, fast-paced and lot of practical examples.”
Louis Lanckriet
Louis LanckrietAccount Manager National Customers
AB InBev
“Nice full and rich program, with humor and great balance between theory and practice!”
Mike Franke
Mike FrankeSales Manager VodafoneZiggo
VodafoneZiggo
“Absolutely powerful and valuable training. Applicable in most of the aspects in your life.”
Miquel Vila
Miquel VilaEuropean Business Analyst
Smurfit Westrock
“Having worked with the team at Impact Negotiation Group over the past two years, I’ve found them to be incredibly knowledgeable, responsive, and a pleasure to work with.”
Emiel van Boxtel
Emiel van BoxtelCFO
Conclusion
“Very useful, high intensity.”
Laurens Rosenmöller
Laurens RosenmöllerPartner Delta Participaties
Delta Participaties

“Is this a disguised sales pitch?”

No. You get the four checks above whether you ever work with us or not. If the call shows your team needs deeper preparation, we tell you what that looks like and you decide. We take on a limited number of preparation trajectories before September, so we would rather spend 30 minutes with a team that is serious about this round.

The letter goes out in weeks. The rejection follows in days.

Book your free 30-minute strategy call

Pick a time below that suits you. You’ll speak directly with a senior negotiation consultant and leave the call with your opening position checked, your concessions pressure-tested and a plan for your first retailer meeting.

Pick a time in the calendar

Free · 30 minutes · No pitch, no obligations