Sandeep Ray


Welcome to the flagship training program presented by....

Skill To Will (

YouTube Channel - Skill To Will

EMI Facility Available On Credit Cards

This course is for:

  • FMCG Entrepreneurs/Start-ups/MSMEs
  • FMCG working professionals
  • Students who want to take up FMCG sales as their career

This is an ONLINE COURSE. We will be using Zoom for the sessions.

This course covers the following topics:

1. How To Select The Right Product

  • Need Analysis
  • Category analysis
  • Feasibility Analysis
  • Idea Selection - Product Mix - Width, Length, Depth

2. Brand Positioning and Pricing

  • Segmenting Targeting and Positioning
  • Pricing Strategy
  • Calculating Projected EBITDA
  • Budget Allocation For BTL Activities

3. Brand Communication

  •  Effective Communication Of USP
  •  Communication on Packaging

4. Go To Market Strategy 

  • Evolution of GTM
  • GTM Structure, Process and Tools
  • Channel and Outlet Classification
  • How To Crack CSD and Modern Trade
  • How To Use The D2C Platform

5. Trade Marketing

  • Role of Trade Marketing
  • Types of BTL Activities
  • Designing Trade Schemes

6. Driving Offtake

  • Consumer Offers
  • Principles of Merchandizing
  • In-Store Display Element
  • Sales Tools

 7. Inventory Management

  • The key Metrices of inventory management
  • The key tools for inventory management
  • Inventory control at different levels - Retail and Distributor

8. Creating The Sales Organization

  • What are the levels in a sales organization hierarchy
  • What are their Roles Accountabilities and KPIs
  • How select the right candidate

9. How To Identify New Markets And Expand Coverage

  • How to identify the coverage gaps
  • How to set target for new outlet opening
  • How to do Retail Mapping
  • How to do Beat Designing
  • How to do delivery beat planning
  • New Outlet Opening

10. Distributor Management

  • How identify a Distributor
  • How to calculate the Distributor Infra required
  • Distributor appointment process
  • Setting up the distributor point processes
  • Distributor ROI calculation
  • Distributor Evaluation
  • Joint Business Plan

11. Data Analysis and Data Based Decision Making

  • Analyzing reports and data
  • Gap identification
  • Planning
  • Creating the execution plan

12. Sales Force Automation

  • The platform
  • Its usage and benefits

13. How To Lead A Sales Team

  • Concept Of Coaching
  • Qualities Of A Coach
  • Coaching Process

Session Details - This is a 10 session training program. Each session is of 3 hours. Online Sessions will be held on every Sunday 11 am To 2 pm starting from 08.08.2021 to 10.10.2021

For Enquiries Call - 8920934437

Our Guest Speakers/Trainers

Mr. Sudip Ray - More than 30 years of FMCG sales experience

Mr. Shashi Ranjan - Zonal Sales Manager at Godrej Consumer Products Ltd.

Ms. Smriti Sinha - Consultant for Cipla Health Ltd.

Mr. Aditya Goyal - Co-Founder, Love In Store

Mr. Santosh Hegde - Founder, Sales Diary

Mr. Jayesh Hans - Co-Founder, Prolixr


Click here for Video Testimonials

The course was really good and recommended to anyone who wants to venture into the world of FMCG goods. Sandeep sir is quite known through his YouTube channel, he takes it a bit further through a structured way in helping us understand the nitty gritties of handling sales as a function.

-Roumyodeep Dutta (MBA Student at Goa Institute Of Management)

'It was an excellent course with detailed information and lots of practical examples to help understand the concepts. Mr. Sandeep really explained all the concepts clearly so that everybody could understand it regardless of their experience level in the industry. It was also amazing to learn from the various guests brought on during the course, all of whom were experts in various fields.'

Jayavardhan Kanakatte - Founder, Veracity Wellness Pvt Ltd.

I was part of FMCG KA Badshah. I would like to say only one thing if you are in FMCG business, there’s no better place than this. He has shared top level industry knowledge in this.

Hope to see lot more from Sandeep sir in future.

Ajikya Jadhav - Founder

"Thanks a lot for all the good learning shared . Will always be grateful to you "

Ankush Jaiswal  (RSM - MP), Anmol Industries Ltd.

As I am working in FMCG industry and I learnt many things from your YouTube channel. 

Recently I completed the FMCG Distributor Management program and I must say that, now I have got good knowledge to manage my distributor effectively. Thank you sir for your efforts.

Sandeep Yadav - Working as Area Executive at ITC

It was a great experience. It was great to work with Mr.Sandeep Ray. We really learnt a lot from his knowledge and experience.

Palash Irani - Aspi & Company


  Session 1

  • Session 1

  Session 2

  • Session 2

  Session 3

  • Session 3

  Session 4

  • Session 4

  Session 5

  • Session 5

  Session 6

  • Session 6

  Session 7

  • Session 7

  Session 8

  • Session 8

  03 Oct 2021 - Data Based Decision Making

  • Data Based Decision Making

  Session 10

  • Session 10

  All Tools

  • GTM Template
  • Retail Scheme Planning
  • Stock and Sales
  • ROI Case Study
  • Expense Analysis
  • DB Market Survey
  • DB Evaluation While Appointment
  • Order Summary
  • DB Evaluation
  • Credit Tracker
  • JBP Format