Karen Green has sat on both sides of the buying desk. She started as a retail buyer at Tesco, moved to Boots buying vitamins and supplements, then crossed the table to sell food and drink herself — before a move to the south of France inspired her to pour all of that knowledge into a consultancy and a book. The book is called Buyerology, and the name arrived, as the best ideas do, unexpectedly: on a bus in Reading, when a furniture store called Sofology rolled past the window and lit the spark.
In part one of our conversation, Karen breaks down the nuts and bolts of studying the buyer — why understanding how someone buys is the difference between a clear selling message and fumbling around in the dark, and why mass marketing is a losing game for everyone who isn't Coca-Cola or Pepsi. Then she names the mistake she sees constantly, including in wine: founders who build products for themselves and call it a target market, and winemakers who perfect the grape without ever asking who's going to buy the bottle. Her test is disarmingly simple. When a client describes their ideal customer and it sounds suspiciously like the person talking, she tells them exactly what she's thinking: "So that's you." The full pour, no fluff.
@thebestwinepod
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