Navigating the Pressure: How Sales Teams Can Thrive Amid Rising Inflation

With UK food inflation hitting +5.1% in August, the cost of living continues to climb — and it's now outpacing wage growth. For suppliers and retailers alike, this creates a perfect storm of financial pressure, strained relationships, and tough commercial conversations.

So, what’s driving the surge?

The key culprits are rising costs in:

• Wholesale and supply chains
• Labour: fuelled by increases in minimum wage and employer National Insurance contributions
• EPR legislation: adding new compliance costs for both suppliers and retailers

These pressures are making CPI negotiations increasingly tense, with suppliers facing the challenge of recovering costs while maintaining trust and collaboration with retail partners.

The Real Cost? Relationship Strain

Inflation isn’t just a numbers game, it’s a relationship test. As costs rise, so does the risk of friction between suppliers and retailers. Price increases are inevitable, but how they’re handled can make or break long-term partnerships.

This is where commercial empathy becomes critical. Sales teams need more than just negotiation skills,  they need the ability to understand, communicate, and collaborate under pressure.

Are Your Sales Teams Ready? In today’s climate, sales teams must be:

• Well-trained in commercial strategy and negotiation
• Highly motivated to build trust, not just close deals
• Equipped to manage complex conversations with empathy and confidence

At Pure Blue Ocean, we believe that enduring customer relationships are built on capability, clarity, and trust. Our mission is to help organisations release their potential by developing sales teams that thrive even in challenging market conditions.

Tailored Support for Real-World Challenges

We don’t believe in one-size-fits-all. Our consultancy approach is collaborative and bespoke, designed to meet the unique challenges you’re facing right now. Whether it’s upskilling your team, refining your commercial strategy, or navigating tough negotiations, we’re here to help.

With global experience across multiple industries, we bring a wealth of insight and practical expertise to accelerate performance and strengthen customer relationships. Contact us help@pureblueocean.com to see how we can help.