Technical competence instead of technical jargon

Sabine Berger is a technical consultant and sales trainer at Bedford. She reveals to us why people not only eat with their eyes first, but also buy with their eyes first. And why in a display, less is always more.

Sabine Berger knows what customers want. Consequently, her task as sales trainer also consists of training counter staff so that customers get what they want. In response to the question, what is good for a display, she says: “More clarity, more perceived value, more class”. And that results in “more appetite.” At Bedford, we take this “emotional presentation of goods” very seriously indeed: In addition to staging of the goods, sales personnel also learn how to generate the desire to enjoy the goods as well.