Dave Freeman
Practical FMCG sales and negotiation coaching for drinks businesses
Dave Freeman is the founder of It's Not What You Think and brings 25+ years of commercial experience across FMCG drinks sales, field sales, account management, and hospitality-linked routes to market. His work focuses on the conversations that decide margin and growth, especially with buyers and procurement.
- Why good buyer relationships still fail to convert
- Handling procurement pushback without default discounting
- How to prepare for high-stakes FMCG negotiation meetings
- Using practical call structure to improve conversion and rate-of-sale
- How to build confidence and behavior change across your sales team
Dave’s approach is practical and behavior-led: tailored workshops, live account application, and follow-up coaching so teams do not revert to old habits. He also runs practical negotiation training designed to strengthen confidence, structure, and commercial outcomes in real meetings.
This page is part of the Sales Coach Hub initiative: a shareable coach asset where prospects can evaluate fit before a call. AI Dave can pressure-test live scenarios, explain the method behind his training, and guide the right next step if his approach matches your team.
- Practical negotiation workshops for commercial teams
- Commercial conversations with procurement and buyers
- Field sales and account management execution
- Behavior change through live practice and coaching
- Just Eat
- Butcombe Group
- Signature Brew
- Timothy Taylor's
- FANZO
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About this initiative
Sales Coach Hub is a collaboration between Skylar and participating sales coaches. Each page combines coach positioning with an AI persona so prospects can explore fit, methodology, and next steps before booking.