For many people working in food manufacturing and retail, the word “selling” feels uncomfortable. Technical specialists, product developers and operational teams often see it as something other people do.
But as Karen Green explains in this episode, we’re all selling something. Whether it’s a new product idea, a business case, a promotion or ourselves in an interview, our ability to communicate value has a huge impact on the opportunities we create.
I’m joined by Karen, former retail buyer, sales leader and author of Buyerology, to explore how we can become more confident communicators without feeling inauthentic.
One of the biggest themes throughout our conversation is that successful self-promotion isn’t about becoming louder or more confident than everyone else. It’s about understanding the person you’re speaking to and helping them understand the value you bring.
Karen introduces her Buyerology 3 × 3 Matrix, a simple framework that encourages us to think about three things before any important conversation:
• The organisation.
• The individual.
• Their role within the business.
Taking time to understand each of these helps us prepare better conversations, stronger presentations and more meaningful relationships.
Some of the practical takeaways from the episode include:
• Self-promotion works best when it feels authentic.
• Preparation builds confidence before difficult conversations.
• Understanding your audience is just as important as understanding your own message.
• Adapting your communication style helps build stronger relationships without compromising your values.
We also talk about career progression and why opportunities don’t always come from waiting to be noticed. Sometimes they come from learning how to communicate your strengths clearly and confidently.
This episode is a reminder that influence isn’t about being the loudest person in the room. It’s about building trust, understanding people and making it easier for others to see the value you bring.
Timestamps
00:00 – Why selling yourself feels uncomfortable
01:45 – Karen Green’s career and the story behind Buyerology
04:04 – Why everyone is selling something
06:43 – Practical advice for self-promotion and interviews
09:26 – Understanding people, not just businesses
12:01 – Applying the Buyerology framework
16:36 – Authenticity and confidence
22:42 – Adapting your communication style
26:47 – Cultural and generational differences
30:13 – Karen’s advice for building confidence
30:38 – How to connect with Karen and Buyerology
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Useful Links & Support
If this episode resonated, especially around communication, influence and career development, here are a few places to continue the conversation.
Connect with Karen Green
Follow Karen for insights on retail buying, communication, influence and career development.
https://www.linkedin.com/in/thekarengreen/
Buyerology
Learn more about Karen’s Buyerology framework, her book and additional resources.
https://buyerology.co.uk/
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https://fearlessfoodies.co.uk
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