Bringing buyers and sellers together
The produce business runs on constant buying and selling. Every day, salespeople pitch and buyers decide. A sales rep once told me, “Ron, I have the best deal on earth for you.” My mentor’s advice immediately came to mind: If someone claims to have the best deal ever, run.
A buyer reviews the pitch, then both sides move to the negotiation table. I’ve seen deals succeed and fail — and many failures could have been avoided with simple concessions. But compromise is tough when goals differ.
Selling and buying produce is never as simple as a handshake or a quick glance at a sample. Many factors shape the interaction: quality, availability, pricing, risk, timing, and personality.
To understand how sellers and buyers come together, start with their objectives:
The Seller aims to present items and programs that earn a commitment, using knowledge, samples, and pricing to influence the buyer.
The Buyer aims to purchase items that meet standards, move fast, and generate profit. Buyers must know the seller, the company, and the program — and they hold the advantage in the meeting.
Building an Alliance
Salespeople vary widely in style and personality. Buyers, meanwhile, focus on protecting the company and the consumer. They manage inventory turns, quality, availability, forecasting, and pricing.
In the past, deals were driven by charm, stubbornness, and “take it or leave it” offers. Today, retailers want solutions, not just product and price. Solutions must arrive before the product does.
Modern selling is about partnership. Buyers will pay the asking price if the offer includes a workable solution.
The biggest mistake either side can make is failing to prepare. All issues must be laid out before final decisions. Without clarity, productivity drops.
In today’s economy, purchasing requires value, solutions, strong service, and fair pricing. Retailers want an experience, not just another item.
Success in produce comes from knowledge, understanding — and above all, a strong relationship between seller and buyer. Nothing in this industry works without teamwork.
What do you think? Write to me at ronprocon@gmail.com
