How does understanding the role and psychology of professional buyers help you sell better? Find out from professor of Buyerology, Karen Green.

Buyerology: Understanding B2B buyers to sell better

Podcast

Karen is a retail sales expert, keynote speaker and best-selling author. I wanted to talk to Karen about her latest book – 

 – and how understanding buyers helps us sell better. 

She started her career as a professional buyer – for Boots and Tesco – before moving to the other side of the table. Since then, she has also used her experience to help business owners sell to professional buyers. 

, however, Karen has created an approach to help you sell to all kinds of people (not just those who do it for a living). This approach can also be applied to all kinds of selling, such as career development, making it a fundamental part of executing your business plan.

Buyerology

How does understanding the role and psychology of professional buyers help you sell better? 

I&apos;m a <a href=&apos;https://danmartinuk.com/&apos; target=&apos;_self&apos;>freelance content creator and event host</a> who helps small businesses and the organisations that support them. I&apos;m also Enterprise Nation&apos;s Local Leader for Bristol.
I have 20 years of experience as a small business journalist having interviewed hundreds of entrepreneurs from famous names like Sir Richard Branson and Deborah Meaden to the founders behind brand new start-ups.
I&apos;ve worked for a range of leading small business publications and support groups, most recently as head of content at Enterprise Nation where I was responsible for the prolific output of content on the company&apos;s blog and social media. I now freelance for Enterprise Nation as the website&apos;s <a href=&apos;https://www.enterprisenation.com/business-news&apos; target=&apos;_self&apos;>news reporter</a> and as the host of the <a href=&apos;https://www.enterprisenation.com/podcast&apos; target=&apos;_self&apos;>Small Business sessions podcast</a>.
I&apos;m based in Bristol where I run and host regular events with the local small business community in my role as Enterprise Nation&apos;s Local Leader for Bristol. I also have strong connections with other major business organisations in the south west region.
In total, I&apos;ve hosted over 100 events including conferences with an audience of hundreds for international brands like Xero and Facebook and live web chats from inside 10 Downing Street.
With my partner, I co-run <a href=&apos;https://www.lifestyledistrict.co.uk/&apos; target=&apos;_self&apos;>Lifestyle District</a>, a lifestyle blog focused on culture, art, theatre and photography.

Freelance content creator & event host

MP relaunches 'Buy British Bill' in Parliament to boost public sector contracts for UK businesses

Labour MP Sarah Champion has reintroduced a Bill aimed at awarding more public contracts to British businesses.

A founder and entrepreneur. Although I carry the labels, I always consider myself a project manager. I love thinking, planning, and executing different projects, from charity food events to education, children, church, and community.

As a Proud jack of all trades, I love trying different techniques and plans and learning from many great people in life. I love solving problems. I started my own small company, the 8pron.com project, to help small businesses. Having 3 generations of food businesses in my background, I am always passionate about food businesses.

In our current era, almost no business can say they don&apos;t need technology and having a digital presence is essential even for the home kitchen or food stall vendors. My current 8pron project is precisely why I created it for.


What I can offer:
<ul>
<li>General Start-up advice and steps to achieve it</li>
<li>How to set up a food business in the UK</li>
<li>How to build an online presence</li>
<li>Essential digital marketing that you need for your business</li>
<li>How to network and create a community</li>
<li>How to Trademark</li>
<li>Budget ways get essential business start-up</li>
<li>What mistake to avoid as a Business Owner.</li>
<li>How to set up events</li>
<li>Many others</li>
</ul>
There&apos;s a way when there&apos;s will. We will solve any problems and explore new ideas together.
Current project:
www.8pron.com
<a href=&apos;https://donskitchen.com.au/&apos; target=&apos;_self&apos;>Don&apos;s Kitchen (Australia)</a>

Director/Founder

UK food business support hub

Welcome to UK food business hub! 🍽️🇬🇧

Are you a passionate food entrepreneur or small food business owner in the UK? Join our supportive community where we gather to share knowledge, exchange ideas, and uplift one another. 🤝

Whether you're a budding chef, a local artisan producer, or a food truck enthusiast, this is your go-to platform for networking, collaboration, and valuable insights. 🌱🚀

Connect with like-minded individuals, gain expert advice, discover marketing strategies, find su

Caroline Kay is a lifestyle entrepreneur, high-performance business coach, and keynote speaker. In 2019 she founded Vincita, a performance accelerator operating in London, York and Rome.
Caroline brings more than 19 years of experience to her role as chief training officer at Vincita. She holds a Master of Arts from Loughborough University with a Distinction in Practice, Research &amp; Entrepreneurial Skills and a Gold Standard Certificate of Teaching from Cambridge.
A former business development director and award-winning marketeer for global agencies, she’s delivered record levels of sales for the world’s best loved brands including Warner Bros, Diageo, L’Oréal, and Vodafone.
Caroline has coached and trained over 100+ leaders and facilitated training for teams and organisations. Many of her clients reflect top-tier firms, such as Unilever, The London Stock Exchange, Channel 4 Television, all of whom have placed their professional trust in her to become one of the elite.
Caroline is passionate about helping leaders and organisations reach peak performance and sustained wellbeing. In her keynotes she teaches the critical tipping point that elevates world class organisations and high-performance people above everyone else - she calls it The Vincita Effect™. Through her talks, Caroline entertains, inspires and challenges people to fully show up every day and make a positive difference at work and in life.
Find out more on Caroine&apos;s <a href=&apos;https://carolinekay.co/brain-gym/&apos; target=&apos;_self&apos;>website</a> or listen to her <a href=&apos;https://open.spotify.com/show/5L55nWe4cC9saxrEI4NNVw&apos; target=&apos;_self&apos;>podcast</a>, Snippets of Genius.&nbsp;
Ready to jump in? <a href=&apos;https://tidycal.com/carolinekayco/brain-gym&apos; target=&apos;_self&apos;>Book a discovery call</a> today.&nbsp;

Founder and Chief Training Officer

1 to 1 Strategy Support with Vincita

Are you preparing for a big opportunity, be that pitching yourself or your business, and need strategic advice and industry expertise? 

You’re in the right place. 

Sometimes you just need an outside perspective, to get deep with someone who’ll help you validate what will and won’t work. 

This one-off session allows us to dive into the challenges you’re currently facing and shine a light on what you need to gain a competitive edge so you can develop your plan and begin implementing it immediat

Serial entrepreneur and innovation director across multiple verticals, with a technology and sector agnostic approach to consulting. Currently consulting to various ventures ie Medtech, CPG, FMCG, Fintech, Adtech, HeathTech etc

Having been deeply immersed in the Startup / SME EcoSystem for approximately 25 years, in 2 distinct sectors and countries with various business models. Providing both product / services for b2b and b2b segments has allowed me to gain a solid amount of diverse knowledge and understanding.
This entrepreneurial experience also allowed to gain insights of the innovation value chain and operational requirements of building / scaling ventures, for product market fit. The critical component of fundraising through various mechanisms, is an area that I understand well, having bootstrapped businesses and then raised circa 3m Euros across angel, Venture Capital and the European Development Fund (EDF).
The full spectrum of the fund-raising process was arguably the most challenging aspect of venture building for a multitude of reasons and it was a definite grind to get it done. Learning to dealing with brutal reality was a crucial part of success and helped test / fortify my resilience and growth mindset.
The last venture Zveetz had a regenerative aspect with a mission to make a dent against sugar pollution and its consequences to people and planet. Working cross functionally with a stellar team of individuals including food and behavioural scientists to deliver an impactful value proposition was highly rewarding. The business model was multifaceted with transactional, subscription and asymmetrical revenue streams. We were able to move the needle on sugar reduction and enabled people to be more sugar smart, thereby hitting multiple impact and revenue KPI’s.
Previously to that, I had the privilege of deep diving into the world of AI, machine learning &amp; ontologies to build a recommendation engine SaaS for the e-commerce sector, although there were multiple future use cases for the technology. This immersion and venture was very challenging for multiple reasons but ultimately the outcomes were net positive, so the juice was worth the squeeze.
hankfully, I have been able to transition into the role of an Innovation Director and apply skills / experience to provide consultation across the Oxford Innovation ecosystem to various stakeholders.&nbsp;
<ul>
<li>Performed 96 one to one business support sessions and workshops for students, faculty, startup and SMEs teams.</li>
<li>Consulting with the KTP (Knowledge Transfer Partnerships) department to revamping program offering and positioning to meet desired Research Excellence Framework (REF 29) standards.</li>
<li>Supporting faculty members across the UnIversity’s different schools, on commercialisation of their research and various potential fund-raising strategies.</li>
<li>Working with the AI Research group within the University to develop their strategic roadmap.</li>
<li>Supporting the establishment of “Managementfest”, a student led innovation &amp; entrepreneurship conference and accelerator programme at BNU.</li>
<li>Regularly meeting with the university leadership committee to report all innovation initiatives and results.</li>
<li>Leading Oxford Innovation AI working group with a remit to i) develop a wholistic adoption strategy for competitive advantage. ii) Steering AI integration and operationalisation across the org, towards ISO42001 (trustworthy) compliance.</li>
</ul>

Innovation Director

Vishal Kawatra

Serial entrepreneur and innovation director across multiple verticals, with a technology and sector agnostic approach to consulting. Currently consulting to various ventures ie Medtech, CPG, FMCG, Fintech, Adtech, HeathTech etc

Having been deeply immersed in the Startup / SME EcoSystem for approximately 25 years, in 2 distinct sectors and countries with various business models. Providing both product / services for b2b and b2b segments has allowed me to gain a solid amount of d

Buyerology: Understanding B2B buyers to sell better

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