Practical tips to start selling with confidence — without feeling like a pushy salesperson.
If you run a food or drink business, you probably wear a lot of hats: product developer, marketer, accountant, delivery driver… and somewhere in there, you’re also the head of sales — whether you like it or not.
Sales needn't be a chore
In my work with food and drink brands, I often see the same challenges crop up time and time again.
- You don’t think you’re a “salesperson” — maybe the word itself even makes you uncomfortable
- You’re not sure what buyers really want to hear — so you default to telling your brand story… and sometimes it’s too much story, not enough commercial detail.
- Margins, commercials, and numbers “aren’t your thing” so you avoid them
- You're reactive rather than proactive - your business has grown based on incoming enquiries and referrals, but what happens when they start to slow down?
- Deep down, you lack confidence in pitching - or worry you'll be "pushy"
If any of the above sound familiar, rest assured you’re not alone! But the plain truth is, every founder needs to get comfortable with the basics. Because at the start — and often in the next stage of growth — you are your brand’s best advocate, and selling equals growth. The added benefit is that you get to hear all the feedback yourself to understand what buyers want and learn to adapt your offering/positioning.
It doesn't have to be complicated
A sales plan isn’t about complicated spreadsheets or learning intimidating corporate jargon. It’s simply your roadmap: who you want to sell to, how you’ll reach them, and how you’ll keep them coming back.
Think of it as the difference between wandering around the supermarket without a shopping list and going in with a clear idea of what you need. You’ll waste less time, make better choices, and get better results.
Three tips to get your started
Here are three simple ways to start building your sales confidence right now:
1 Identify your “dream” and “realistic” prospect
Dream prospects are your blue-sky customers. Realistic prospects are the ones who are accessible now. Keep both lists — the dream list keeps you motivated, the realistic list keeps you moving.
2 Map out your first steps
Decide on the first action for each prospect — is it an email, a LinkedIn connection, or sending a sample? Just one clear next step per contact. It’s less overwhelming and more doable. Plus it stops you from procrastinating!
3 Look after what you’ve got
Whilst looking for new growth, don’t forget that often comes from your current customers. Make sure you look after them, support them with any marketing activity and keep them informed of any new products. It is easier to keep a customer than gain a customer!
A boost of confidence
Sales doesn’t have to feel awkward, “pushy” or mysterious. With a bit of structure and the right mindset, you can quickly:
- Speak buyers’ language
- Understand your margins and commercials
- Build relationships that lead to long-term growth
That’s exactly what I’ll be covering in my webinar on October 7th. You’ll leave with practical tips and techniques to take control of your sales pipeline — and the confidence to use them.
Save your spot for the webinar now
Join me, Jo Densley, founder of Relish Food Marketing Ltd, and let’s demystify sales for food and drink founders and get you selling with confidence.
If you’d like a sneak peek at more sales and marketing insights before then, explore our Relish Food Marketing website — it’s packed with free resources to help you grow.
