As a recruiter specialising in the horticulture and garden products sector, I’ve seen my fair share of “no” from clients.
One of the most common and frustrating objections I get is, “We need a salesperson, not a buyer,” after I’ve submitted a candidate with a background in buying for a sales-focused role. But here is my argument: buyers can make exceptional salespeople. And in many cases, they are exactly what your business needs.
Here’s why it’s time to rethink how we view transferable skills between buying and sales, especially in the horticulture and garden retail sectors.
1. Buyers Understand the Customer, Because They Are the Customer
Buyers know exactly what it's like to sit across the table from a salesperson. They’ve seen the good, the bad, and the irrelevant pitches. That means they know what messages resonate, what makes someone trustworthy and what turns a maybe into a yes. They’ve been on the receiving end of countless sales calls and presentations. So, when they step into a sales role themselves, they already understand what a buyer wants to hear, because they've lived it.
2. They’re Natural Negotiators
Negotiation is a core part of a buyer’s role. Pricing, delivery terms, volume deals, margins, and rebates. If someone has successfully managed supplier relationships, dealt with price increases, and fought for the best deal on behalf of their business, they’ve got the sales muscle you’re looking for. The only difference is which side of the table they’re on.
3. Deep Industry Knowledge
Especially in horticulture, garden retail, and seasonal products, understanding the market is everything. Trends shift with the seasons, timing is critical, and relationships matter. A buyer already knows what sells and when. They have a solid understanding of what the end consumer expects and which products work across different channels and regions. This kind of embedded market insight can take years for someone from outside the industry to learn. A buyer brings it on day one.
4. They Think Like the Customer
Many salespeople are trained to sell products. Buyers think in categories. That difference can be transformational when it comes to account management and long-term client partnerships. A buyer-turned-salesperson is more likely to approach clients with solutions, not just numbers. They’re strategic, not transactional.
The biggest barrier for most clients is mindset, not skillset. Sales hiring has traditionally been shaped by titles and linear career paths. But as talent shortages grow and customer expectations evolve, businesses need to start hiring for potential and perspective, not just past job descriptions.
When companies are open-minded enough to give a buyer a shot in a sales role, the results are often surprising. We see quicker ramp-up times due to industry familiarity, stronger customer relationships due to years of insight and empathy, and there is an already established trust from retailers who respect the buyer’s background.
If you're struggling to find great sales talent in the garden and horticulture space, it may be time to look sideways in the supply chain, not backwards.
Buyers bring strategic thinking, product expertise, and real-world customer insight and experience to the table. And when they make the leap to sales, they tend to do extremely well.
So next time a recruiter (like me!) puts a buyer forward for a sales role, don't say no too fast. You might be looking at your next Sales Person of the Year.
If you are in the market for salespeople or buyers, get in touch!
