All articles by David Sables – Page 8
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Comment and Opinion
Is the concept of 'relationship selling' still appropriate?
The answer to almost every question is, of course, ‘it depends’. I contribute regularly to the constant debate…
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Comment and Opinion
Britvic is in for a squeeze over Fruit Shoot
As I was gasping for a drink on a red hot summer’s day at Alton Towers 12 years ago, a team of samplers…
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Comment and Opinion
Identifying who you are selling to is key, not just how you sell
It was brilliant. It had a rip-tape case, which saves time stacking shelves.
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Comment and Opinion
Selling is all about what the buyer wants, not what you want
In the UK we hate salespeople, but lawyers have always had our unconditional respect. Bizarrely, in the US it’s the other way round.
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Comment and Opinion
Suppliers can't afford to treat negotiation as a standalone topic
Arriving at a customer meeting to discuss a consumer concept without the commercials is like teaching your pig to sing.
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Comment and Opinion
How to sell: engage with your customer's strategy
A supplier had a cracking business with most major multiples but couldn’t get a breakthrough with Asda
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Comment and Opinion
Be specific about what you are selling before you start to sell
I ask account managers: “Which page do you write first when putting together a customer presentation?” They answer: “Page one, of course”. And there you have it. The result is a meandering deck of fabulous information misfiring in all directions.
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Comment and Opinion
Play hard-nosed buyers at their own game
Many were appalled by recent stories of Waitrose imposing £60 fines for deliveries made 45 minutes late…
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Comment and Opinion
Buyers want category returns, not mates. Show them the money
If you can’t demonstrate how your product will make money for them then get out your wallet and get down on your knees.
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Comment and Opinion
What do buyers need? Be concise and ask 'route one' questions
So the UK furniture salesman was always a bit embarrassed that he was selling bigger chairs designed for the American market.