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Catching Elephant is a theme by Andy Taylor
Focus on what you are good at
Peter Brook highlights the importance of outsourcing and how it can help fmcg businesses during these uncertain times.
Sir, you are right to highlight the growing importance of interim managers in fmcg. But another option is to outsource the sales function altogether. While working at Diagio, I learnt the fundamental importance of looking at marketing and sales as two sides of the same coin.
Diagio CEO Paul Walsh believed the two are co-dependent and if you get the strategies and execution of both to be brilliant, then your business will grow.
As we face economic uncertainties – and sporadic consumer confidence – having a business model that provides flexibility while delivering outstanding activity at the point of purchase is critical.
How to negotiate the best possible deal with suppliers
By Peter Brook
No matter at what level you are dealing with a customer, remember that what is good for you is not automatically good for the customer. By taking the customers views and opinions into consideration early in the planning of any event or activity it is possible to negate this and make it clear what is in it for them.
The fact still remains that it is the buyer’s duty to negotiate the best possible deal with a sales person. Buyers in large retail groups are specifically trained in making objections and behaving in a way that tries to undermine the seller’s confidence in order to get the best value for their business.
Early in my career I was working as an area manager for a large retail group in the UK specialising in the sale of beverage alcohol. I had the opportunity of spending four months working on secondment within the buying team for the business and the first thing I was told on the first day was to say ‘No’ to everything as there was always a better deal to be had from suppliers.
