Storytelling to Boost Sales with Sue McVie
Amanda Downs was joined by Sue McVie, a sales and marketing veteran who has excelled with brands like McVitie's Biscuits, Coca Cola, Vodafone, and PepsiCo. Sue's journey, which spans both B2B and B2C environments, offers a treasure trove of insights for emerging sales leaders, especially for women striving to break through the barriers of imposter syndrome.
Sue McVie's career took off with McVitie's in field sales after their graduate program. Over the years, she seamlessly transitioned between sales and marketing roles, culminating in her becoming a Trade Marketing Director at Walkers. What stands out in Sue’s narrative is her natural gravitation towards brand and customer engagement, making her a perfect fit for trade marketing.
Crafting a Unique Leadership Style
Sue's journey in leadership wasn't always a smooth ride. Initially, she found herself grappling with defining her leadership style. She drew inspiration from diverse leaders, both extroverted and introverted, ultimately forging a blended approach that highlighted the best of both worlds. She realised that extroverted leaders offer energy and motivation, while introverted leaders bring clarity and profound insights. Sue's advice to leaders? Be self-aware and curate a leadership style that feels authentic.
Overcoming Imposter Syndrome with Data and Support
Amanda and Sue discuss imposter syndrome - a common challenge, particularly among female leaders. Sue shared her strategy of leveraging data to counter self-doubt and emphasise objective achievements. She also introduced the concept of "journaling for progress," a practice that has allowed her to track and celebrate both her achievements and areas of improvement.
Psychological Safety and The Power of Storytelling
Sue passionately believes in fostering an environment where team members feel safe to take risks, learn from failures, and trust their instincts. She recounted an empowering early career experience where her boss advised her to rely on her instincts, reinforcing the importance of supportive leadership.
Another recurring theme in Amanda and Sue’s conversation was the profound impact of storytelling. She emphasised that storytelling is a powerful skill for connecting with customers and making data relatable. Sue advocated for concise, one-page summaries to clarify objectives - a practice that's proven effective across various departments, enhancing communication and insight.
Defining Visions and Setting Goals
Sue explained the importance of having a clear vision of success, replete with key performance indicators (KPIs) and milestones. Inspired by Google's "moonshots," she champions setting ambitious goals and adjusting along the way. She describes herself as a planner, needing clear pathways and measurable milestones to track progress, a mindset she believes is crucial for any leader.
Embracing Change
Sue and Amanda talked about her transition into general management at Oak House Foods, shifting from B2B to B2C environments. She highlighted her initial learning curve in franchise businesses and direct-to-consumer metrics, emphasising the need for understanding customer relationships and lifetime value over short-term sales. She shared how Oak House Foods, acquired by Kerry Foods, aimed at tapping into the over-55 market by leveraging direct-to-consumer strategies and embracing the challenge of digitally savvy older consumers.
Sue addresses the importance of eschewing stereotypical portrayals of older consumers, acknowledging their increasing digital savviness and preference for aspirational marketing. This approach not only respects their self-perception but also aligns with the broader trend of age-inclusive marketing.
Leadership and Core Values
At the heart of Sue’s leadership philosophy lies respect, honesty, integrity, and trust. She advocates for leading with kindness, ensuring psychological safety within teams, and making informed, strategic choices. Trust, she believes, should be given freely but is challenging to rebuild once broken.