All articles by David Sables – Page 9
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Comment & 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 & 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 & 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 & 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 & 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 & 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 & 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.