Understanding the Sales Leadership Journey: Insights from Jon Cummings
Amanda Downs was joined by Jon Cummings, the Commercial Director at Fisher Farms, to discover more pearls of sales leader wisdom. Jon is a seasoned expert with a rich background in both retail buying and supply chain roles. Amanda and Jon's discussion revealed the nuances of transitioning between different facets of the food industry, the importance of cross-functional collaboration, and Jon's personal experiences and insights that have shaped his successful career.
Transitioning from Retail Buying to the Supply Side
Jon's career began in retail as a buyer - a role he immersed himself in for many years before venturing into the supply side of the meat industry. His journey reflects the significant learning curve and the importance of cross-functional collaboration. At Kerry Foods, Jon quickly recognised the perils of siloed operations. By working closely with departments such as operations and commercial, he emphasised the value of collaboration towards shared goals, which is essential in avoiding inefficiencies and ensuring the smooth functioning of the business.
This move also allowed Jon to expand and educate his team, facilitating a rapid learning process. He discovered that leading teams in own label versus branded products presented unique challenges. The collaborative, shared ownership approach with retailers in own label really contrasted with the need to convince buyers in brand sales.
Jon’s decision to return to retail was influenced by an opportunity that combined his expertise in both buying and manufacturing. At Morrisons, he utilised his unique skill set in a company known for its own manufacturing sites. This transition shone a light on his ability to navigate both sides of the industry, a testament to his adaptability and deep market understanding.
Emphasising Knowledge and Passion
As a leader, Jon passionately believes in being deeply knowledgeable about your products or category. Whether in supply or buying roles, he stresses the importance of immersing oneself in the business and understanding the market thoroughly. His inquisitive nature extends to understanding customers, the environment, and the overall industry - particularly with vertical farming.
The Future of Vertical Farming
Jon’s current role at Fischer Farms, a startup in the agri-tech sector, involves tackling the intricacies of vertical farming - a revolutionary approach to agriculture that uses LED lights to grow crops like salads and herbs indoors. This method is environmentally friendly, space-efficient, and water-conserving. While Fischer Farms products are not yet available in supermarkets, they are already making their way into the foodservice sector.
Continuous Learning and Balancing Demands
Jon advises retail and commercial directors to encourage their teams to explore and understand the supplier side better. Stepping out of the office and engaging with the supply chain can have significant benefits. Jon’s experience at Fischer Farms, , showcases the dynamic and fast-paced nature of working with passionate entrepreneurs. His initial imposter syndrome was quickly overcome as he realised his value in bridging knowledge gaps within the diverse team.
Working in a startup environment, especially with a driven entrepreneur, demands excellent personal time management and boundary-setting. Jon and the business owner's shared enthusiasm highlights the importance of aligning passion with professional goals. This balance is essential for maintaining productivity and personal well-being in high-demand roles.
Addressing Challenges and Sharing Wisdom
Jon shared invaluable advice to aspiring sales leaders; confidence, intuition, continuous learning, and humility are key. Recognising the importance of asking for help and understanding teams personally to leverage their diverse strengths are pivotal for first-time managers.
Jon’s "sales leader secret" encapsulates authenticity, bravery, and confidence. His belief in being deeply knowledgeable and passionate about one's product or business underscores his approach to leadership.
Stay tuned for more episodes where we reach deep into the secrets and strategies behind successful sales leadership!