Clayton interviews Ben Penrose, a seasoned expert in the pet industry with extensive experience in both supply and buying roles. Ben shares insights from his time as the General Manager and Head of Buying at Fetch.co.uk, discussing the complexities of navigating the corporate buying process. He emphasizes the importance of preparation, understanding unique selling points (USPs), and the dynamics of negotiations with corporate buyers. 

KEY TAKEAWAYS

Understanding the Buying Process: It's crucial for suppliers to demystify the buying process by understanding the busy nature of corporate buyers. 

Preparation is Key: Suppliers should come prepared with a solid understanding of their unique selling propositions (USPs), pricing, and market opportunities. 

Effective Communication: When presenting to buyers, it's beneficial to start with the price and profitability upfront, followed by the product's USPs. 

Building Relationships: Establishing trust and rapport with buyers is essential. 

Utilizing Trade Shows: Trade shows are an effective platform for suppliers to connect with buyers.

BEST MOMENTS

"Buyers are so, so busy... you've got to deal with a supplier and you've got so many stakeholders in your business." - Ben

"I think there's a lot of smaller brands who... once they get into a deal with a corporate, they're not used to clawbacks, marketing budgets." - Clayton

"If you come in cold on a potential customer... it might be just that you came in the inbox and you went out the inbox." - Ben

"If you think... do not offer them your best, best price. Give them a price that makes sense because they're going to take the best, best price." - Clayton

"Start with your price up front... let's have a proper conversation here." - Ben

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. 

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.
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