The Other Side of the Desk

Kim Greenfeld November 9th, 2009

For the first 20 plus years of my career, I sat on the “buy side” of the desk. This was where I was able to take the skills I had honed over the years to create or simply approve items that I believed would sell. Some of the proposals were slightly risky due to a unique aspect, like the product name or packaging — or perhaps an ingredient or two. But for the most part these were potential mainstream items that I believed had legs.

Products came to my attention in several ways. Perhaps I already had seen it under its brand name at the competition or at a food show; or maybe I knew the manufacturer and worked with him to create something unique and different… but often these items were presented to me by someone not that different from me, especially the “now” me — the person who cold-called to tell me about some wonderful new item that my customers simply could not live without!

Who knew that I was going to either make or break this person’s day? I should have had a Harry Truman-esque, “Don’t call my boss, the buck stops here” sign on my desk because that is the power that a buyer wields.

These days, I’m sitting on the other side of the desk. I hock my wares to all sorts of retailers. I still am not 100% comfortable with the cold call and am having to train myself to realize that the word “No” doesn’t always mean no, but can be a simple dialogue starter (talk about creative ways of psyching myself up!). Other times, you have to simply take the abuse or aggression to make the sale, which is never easy.

Recently, I presented a line of non-food items to a well-known, mid-size retailer and was treated more rudely than I ever have been before! It reminded me that my job these days is simply to deliver product information, to explain the ultimate value that my item could represent for the retailer — whatever the cost.

On this day, I didn’t react as I would if I owned the line I was presenting — by getting up and walking out. No, I held my ground, smile intact, nodding pleasantly to the stream of the verbal diatribe being directed at me.

This was a reminder to me to treat people the way you would expect to be treated if the tables were turned. In other words, no matter which side of the desk is yours, be courteous and human to anyone you are dealing with, whether in person, on the phone or via email. We are all simply trying to keep the roof overhead and sell or buy the best possible items for our customers. You never know when you’ll receive a call with a product offer that will delight your customers and make you a hero.

And don’t forget that one day you might end up on the other side of that desk, too.

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3 Comments to “The Other Side of the Desk”

JOHN Telford Says:

November 11th, 2009 at 12:00 pm

Amen Kim,

All vendors deserve to be treated with dignity, even when saying no to their offerings. In my former life I strived to do so and expected Buyers under my authority to do likewise.
William E. Battles III Says:

November 15th, 2009 at 2:09 pm

This article reads like my own resume. Coming from the Retail side and then to the sales side was an easy transition and supriseingly a very fast success track. The insight that I have from the other side of the desk and applying it now to the other side of the desk (Sales) has given me a much better perspective on the work necessay and how I relate to my principles. I have been told by most of them that the reason thye selected my company was my retail background and the in sight I provided on going to market especially with new items or line extnsions.
The majority of my sales force comes from rtail and when hiring I look for that experience.
TY.
WEB
Bob Vosburgh Says:

November 17th, 2009 at 5:32 pm

Kim replies:

We offer something to buyers that no one else can, since we’ve lived in their shoes. We have the advantage of understanding the big picture; getting in front of retail buyers everywhere affords us the luxury of seeing strengths which they might not necessarily see themselves. This speaks directly to the perspective you mentioned.

Thanks for your insightful comments–they are always welcome and appreciated!