After reading in FPJ the revelation that beetroot juice helped fuel Leicester City’s astonishing Premier League win, I couldn’t help thinking what aspects of the Foxes’ approach this season can inspire us to sell more fruit and veg. Here are my top six.
1/ Focus on one win at a time. This might be securing a new listing, gaining a percentage point increase in your sales, or simply getting an enthusiastic response from a potential buyer. Leicester manager Claudio Ranieri never seemed distracted by the title; he gave every match his full attention. The individual victories combine to make the big one.
2/ You don’t need big names to succeed. Look beyond the established, commodity produce for the underperformers with potential; the stars lurking in the lower leagues. Just a few years ago avocados were playing in the produce sales equivalent of Fleetwood Town. They are now one of the most celebrated items in the fresh department. With the right management what other products could be flying off the shelves?
3/ Be nice. In business, as in life, this is an unfairly overlooked approach. Foster a team mentality in your company, and beyond that let stakeholders – growers, suppliers, retailers – know about and have a say in what you are planning. Think about Ranieri shaking hands with every journalist at the beginning of Leicester City press conferences. As the end of the season approached, every sportswriter and neutral was behind them for the win.
4/ Fight. Work out what is unique about your product. Get the quality perfect. Promote it to the industry and to consumers. Plan together, with suppliers and customers. Report back on success. Persist, season after season: it often takes several years for a plan to come to fruition.
5/ Consistency pays. This can apply as much to your marketing approach to the people you have working on a given product. Ranieri made just 27 changes to his starting lineup in this season (Chelsea made 86 last year). Whether sampling products to shoppers, promoting recipes in the press or engaging with social media, using selected marketing tools in specific areas on an ongoing basis builds your presence further every season. Meanwhile, a stable team will grow in stature and knowledge each season – and achieve more, faster and more efficiently.
6/ Be different. How different was this season’s £54 million Leicester City squad compared with, say, Manchester City who spent the same amount on a single player (Kevin De Bruyne); how refreshing to watch the Foxes’ ferociously hard-working players, against a backdrop of lacklustre performances from far more renowned players; and how unlike Jose Mourinho’s unassailable self-confidence was Ranieri’s steady, modest approach to winning. You don’t have to market your produce in the same way as everyone else. It’s better if you don’t.
