If there’s one thing those working in retail sales should do, it’s strive to understand the marketing side better, according to Simon Elsby, who draws on his 30 years of retail and FMCG experience to point out fundamental gaps between these two departments. He’s found that salespeople regularly don’t connect with the marketing messages they’re trying to sell, which leads to massive wasted opportunities.
Gain Actionable Insights Into:
- The questions you should be asking your marketing colleagues, beyond simple consumer insights
- How your new knowledge will translate to greater efficacy of the product, advocacy of the brand and repeat purchases
- When to consider having a hard conversation with the retailer if something could be wrong with the product or its positioning
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