The language they are using tells you everything you need to know- second best need not apply- make sure your cv and cover letter demonstrates how you were first in things-leading sales, competition winner, etc. If you were second or lower position in anything, just mention the actual result in your CV or cover letter.

The employer is looking to employ for a specific position (talented Key Account Manager / Junior National Account Manager). Actually that's not that specific is it? They aren't sure what they want. Reading between the lines, they want someone who can progress to Junior National Account Manager- perhaps what they want is to pay for a key account manager? Clearly a question for interview- you need to find out what's on offer.

The employer is keen to show that they promote and progress people from within (Following progression internally, excellent coaching and training). If you have been promoted internally at any time, mention it in your CV or cover letter- mentioning in a cover letter that you are looking for a career with a company that develops it's people is a great idea here.

The employer sells electrical goods (Flat Screen TV, Home Audio, Small Kitchen Appliances and Electrical Personal Care). Clearly, if you have experience of selling this sort of product, that needs to be mentioned. Interestingly, they will also entertain candidates from other industries (or alternatively from a more traditional FMCG business). This last piece of information is gold dust- it shows that there is a potential shortage of suitably experienced candidates- alternatively; they may have found that people from other FMCG industries do well in their business.

Demonstrate exactly what the companies that you have worked for actually do. If you have sold in the FMCG arena, mention that, using the abbreviation FMCG.

The employer sells to Head offices of National retailers (House of Fraser and Debenhams, John Lewis,). These companies are their current customers- clearly if you have any knowledge of these companies or the market they trade in, make sure it stands out in your application. It is also very useful when you get to the interview stage to research these businesses- start looking out for mentions of these companies in the news.

Now comes the key area of performance- exactly what does this company expect of you?

Have a look at the following statements, Tasked with maximising profit and loss, Strategically focused, accurate account range and promotional planning along with profit and loss responsibility, driving in store brand awareness.

These statements are pretty woolly. Who would want to maximise a loss? Words like strategic, focussed, driving are buzz words in that business- make sure you understand what the words mean.

More importantly, make sure you quantify exactly how and by how much you have improved results. For example, I increased sales by £97,500 per year (14.2) over the previous 12 months. Enhance this to: I increased sales by £97,500 per year (14.2%) over the previous 12 months, working closely with the marketing department, resulting in my boss gaining a significant promotion. Clearly you can only do this if it is true!

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