Dick ten Voorde - Interim Manager Commerce with Sales Focus, Nomilk2day Interim
Once, Dick ten Voorde found sales to be a tedious task. Now, he has embraced it and as an interim manager, he guides food companies and teams in the art of selling. "If you are successful in sales in retail, you will be successful in other channels and industries as well."
Dick ten Voorde - Interim Manager Commerce with Sales Focus
Food companies struggling with problematic customer relationships, facing challenges in achieving a breakthrough, or at risk of losing revenue, call Dick ten Voorde. As an Interim Manager, his specialty lies in developing sales and revenue growth strategies and implementing them.
Did you start your career in retail?
"Yes, that's correct. I held various roles in different supermarkets: in operations and marketing communications, as a formula manager, and zone manager. In 2002, I had the opportunity to work as a commercial director at a bakery, which led me to the supplier side. After that, I worked in cheese and fresh produce. What struck me at all these food producers was the gap between what the retail sector expects from the industry and what the industry can actually offer. The two parties often don't know each other well and don't fully understand what's happening in each other's world."
Did that lead to your idea for your own company?
"Exactly! I wanted to bridge that gap. Although I used to find sales quite tedious back then, I wanted to take on the challenge. I visited many companies, from corporates to SMEs, and from food to non-food. Each experience made me more curious about where the real sales work was happening within these companies. Nowhere did I find the ideal scenario. My conclusion was that there was still room for improvement. So, in 2010, I decided to start my own company, Retailmade, and develop a model; the Total Prepared Program. With this, companies have access to a top-notch and professional sales approach 24/7 with the best chance of results. Additionally, they gain access to an extensive network within retail and foodservice, helping them elevate their sales to a higher level. It's not aimed at the top 30 A-brands because they already have enough strength in-house, but for the other 5,000+ food companies out there, there's still much to be done."
How do you view sales then?
"My focus is on fulfilling needs, not just selling products. I provide solutions for customers from a sales perspective. To achieve this, in-depth knowledge of the business, products, category, market, culture, consumer journey, and shopper marketing is essential. Preparation and planning constitute 80 percent of my work in sales. If there are questions or topics in a conversation that I'm not prepared for, then I haven't done my job well. When I present a plan from a sales perspective, it's the best solution for the customer."
Don't you need to be a natural salesperson?
"My goal is to impart my expertise and way of working to my clients so they can achieve results and find enjoyment in it. If you conduct sales with a solid foundation, it can be very enjoyable. And do you need to have a certain personality for that? I didn't either. The most important thing is to have genuine interest in others and act accordingly."
What kind of assignments are you typically brought in for?
"I am often approached by companies dealing with problematic customer relationships, struggling to make a breakthrough, or at risk of revenue loss. My expertise primarily lies in developing sales and revenue growth strategies. The key point here is that many people in sales operate from a place of fear, especially the fear of rejection by the customer. However, by approaching situations positively, you can achieve results more swiftly. I coach teams, develop strategies, prepare for negotiations, and have discussions about progress in these areas."
How do you like the interim life?
“Very well. Interim work suits me well because of its service-oriented nature, the negotiation skills I need to use, the personal interactions, and the dynamics of short-term projects. Since I started, I haven't been idle. There is a lot to gain with effective sales, but this field often receives too little attention and recognition within companies. I want to advocate for that. Sales in retail is the ultimate and professional form of selling. If you are successful here, you will be successful in other channels such as drugstores, agriculture, and petrol as well.”
Is there nothing more than that?
“Well.. The freedom to make my own decisions is also something I appreciate. I am happy with my choice because I am having the best time of my life. But there is also a downside. As an interim worker, you operate at least one level lower than you actually could. This is because you need to be up-and-running immediately. From the very beginning, you need to perform. You have to enjoy that.”
Doesn't that also create pressure, or do you not feel that way?
“No, not at all. I don't experience that as pressure, on the contrary. I see it as an opportunity to add a lot of value and contribute. If people and teams are struggling with something, I am eager to help with a solution. After all, people are a company's most important asset. The advantage of working at a level lower than your actual level is that I can quickly analyze what needs to be adjusted and what actions are needed. It is very satisfying when people are happy with what I do.”
Are you an effective interim manager or is your organization looking for an interim professional who dives into business challenges? Then contact our interim team.
Photo: P-I Studio, Goffe Struiksma
[Published: November 2023]
