Episode 32 - Karen Green: Elastic Shelfs and Selling Propositions

In this episode, we have invited Karen Green, a sought-after business consultant mentor and author of several best-selling books for a profitable food business. She is a renowned speaker in the Food & Drink space in the United Kingdom, where she spoke at events such as the National Convenient Shows.

Karen’s endeavor lies in enabling food-preneurs to achieve lucrative sales growth and educates them to have an improved understanding of what constitutes an effective listing in UK grocery.

About Karen

[00:55]

Karen is a business consultant mentor, author, and speaker. She works with entrepreneurs in the food industry to educate and help them achieve their endeavors.

What are Elastic Shelfs?

[03:15]

Even if you have a fantastic business proposition, your product has a problem when a retailer still denies it. As an example, Karen uses the statement “elastic shelfs” for food products that can only be sold frozen. There is only a limited space in a freezer, and a retailer already has products in mind. The retailer does not have an “elastic shelf” to fit your products.

What goes in the mind of retailers?

[06:30]

Karen explains the three things retailers are interested in: profit, sales growth, and market share. When a product sells well, the retailers will lean into that more because it’s low risk with a guaranteed profit. They already know what to sell, and precisely because of this that bringing in a new brand is risky.

Karen’s 3X3 Matrix

[14:12]

Karen teaches the 3X3 Matrix in her Pitch Perfect courses, where she looks into the buyer and the company’s motivations, personality, and position in life. After that, she observes the overlay between the two, and it produces nine elements that change the nature of your selling proposition.

Resources:

Pitch Perfect Course: https://www.thekarengreen.com/pitch-perfect/

Free LinkedIn Mini Course Training: https://www.ImpactForLeads.com

Find out more:

Jason’s LinkedIn: https://www.linkedin.com/in/jasonaosborn/

Karen’s LinkedIn: https://www.linkedin.com/in/thekarengreen/

Karen’s Twitter: https://twitter.com/thekarengreen

Karen’s Website: https://www.thekarengreen.com/

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Thank you so much and until next time

Cheers,

Jason