In this episode of Sales Leader Secrets, Amanda sits down with Matt Spencer, a seasoned expert whose career spans from Sainsbury’s to Caffè Nero, revealing strategies and insights that have defined his journey in the retail world. With over 17 years at Caffè Nero, Matt has seen the company grow from 300 to over 1000 stores, and his experience provides a raft of lessons for both aspiring and seasoned sales leaders.
The Early Days in Retail
Initially starting as a coffee buyer at Sainsbury's, Matt quickly learned the ropes of his category, focusing on soft drinks and Christmas snacks, handling significant financial responsibilities, and solidifying relationships with industry giants like Coca-Cola and PepsiCo. This foundational experience taught him the importance of understanding the balance of power in supplier relationships and the nuanced interplay between smaller and larger suppliers.
The Art of Power Balance
Whether dealing with a small supplier who relies heavily on a significant account, like Sainsbury's, or negotiating with large entities such as Coca-Cola, Matt explains the necessity of using power judiciously. Decision-making around buying and promotional planning needs to be made with full awareness of their broader impact on both suppliers and consumers.
The Transition to Caffè Nero
Matt transitioned to Caffè Nero, where his role as a Commercial Director brought a different set of challenges and rewards. Here, the primary focus was on expanding the brand’s footprint and enhancing the customer experience. He takes pride in witnessing customers enjoy the fruits of his team’s labour, reiterating the importance of “keeping the main thing the main thing.”
Challenges in the Current Retail Landscape
Matt also addresses some of the challenges in today’s retail world, particularly within the labour market and supply chain. The impacts of COVID-19 and Brexit have exacerbated issues around retention, recruitment, and supply disruptions. At Caffè Nero, tackling these involves active engagement, celebrating employee milestones, and fostering robust supplier relationships built on core values and integrity.
Leadership Lessons and Reflections
From his first leadership role at the Arcadia Group to his time at Caffè Nero, certain leadership principles have remained paramount for Matt:
Integrity: Building trust and having difficult conversations are easier when grounded in integrity. It enables leaders to reflect honestly on their actions and gain respect.
Humility and Listening: Great leaders set aside preconceptions and genuinely listen. Whether coaching a sports team or leading a business team, the ability to listen and adapt is crucial.
Aligning Objectives: Successful negotiations rely on shared objectives. Aligning goals with suppliers or buyers ensures mutually beneficial outcomes, fostering long-term relationships.
Simplicity and Focus: Amid myriad distractions, Matt advises leaders to continually reassess their goals and simplify processes. Keeping the main objective in sight is essential to avoid getting bogged down by details.
In wrapping up their conversation, Matt emphasises the importance of reflecting on your direction and staying true to your core objectives.
Stay tuned for more episodes of Sales Leader Secrets, where we unravel the experiences and strategies of industry leaders to help you excel in the fast-paced world of sales.