Magazine article Marketing

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Magazine article Marketing

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Article excerpt

When I scan CVs I'm always intrigued how candidates have started their careers. I find applicants with diverse backgrounds often offer strong and varied skill sets.

Reflecting on how my career began, remember the eight years I spent on a fruit and veg stall in Bolton market during the school holidays. Weighing out spuds seems a million miles away from marketing big brands, but it was a perfect microcosm of the buying process.

Without realising it at the time, the stall introduced me to some to the most important lessons of marketing--especially learning how to manage the customer experience.

I learned that if I tailored my strategy to each individual consumer I could sell more fruit and veg--it was as simple as that. I always took the time to banter with regular customers in order to understand them, strengthen their sense of loyalty and increase the likelihood that they would revisit my stall.

Some people would always buy the same pound of parsnips and six Golden Delicious, while others would be more amenable to my persuasion to try different produce. …

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