Sales. Just the word can have some Foodpreneurs running to find the closest table to hide under. But what if the way you thought about selling your product was based on preconceived ideas, and by reframing how you think and feel about the sales process would instead fill you with confidence and make you feel more empowered and at ease in your next buyer meeting or when calling or emailing a buyer for the first time
That’s exactly what I go through with Mia Van Tubbergh, the Sales Partner from Elm Professional, a professional services firm that partners with food, retail and FMCG clients. The hard truth is that you need to ‘sell’ to have a successful business. The other truth though is that there is a way to sell by ‘adding value’ that will completely change the way you think, and what you do when it comes to your sales process.
I chat with Mia about how ‘adding value’ must be a part of your sales strategy and what that looks like, including:
💸 What WIFIM is and why it’s important when pitching to buyers.
💸 Why having a great-tasting, great-looking product is the minimum and what else you need to ‘sell’.
💸 Why talking margin and sell-through are essential in adding value.
💸 What you need to know so you’re confident when meeting with buyers to ease the sales conversation.
💸 Learning the trick of art of listening more and talking less.
LINKS & RESOURCES
If you haven’t listened to episode 65 (49 mins), “Building a Million Dollar Brand in an Overcrowded Space” listen here.
Season 15
Season 15, out now, is 'Marketing Season' and is being presented by Foodpreneurs Festival.
The highly anticipated 2026 BiteBack Awards & Foodpreneurs Festival are both must-attend events dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists and distributors together under one roof.
You can't miss these events. Here’s why:
The full program drops early 2026. For now, block out May 21-22 and click this link to see how you can be part of it.
