Abigail Sturton CFSP

Supporter
DISC Type : s

Head of Sales Fresh Direct UK (Sysco) at Fresh Direct (UK)

Hucknall, England, United Kingdom

Overview

Abigail Sturton is a Certified Food Service Professional (CFSP) and Head of Sales at Fresh Direct UK with over 20 years of experience in the FMCG industry. She specializes in commercial strategy, driving growth, and new business acquisition for national and corporate customers. People who have worked with her describe her as tenacious, honest, and compassionate.

Outside of her professional role, Abigail is passionate about collaborative work and community involvement. She actively participates in corporate social responsibility initiatives, such as supporting charity events that provide meals for school children. She is also trained in Situational Leadership, reflecting her focus on people.

Abigail consistently receives praise for being an exceptional people manager with a natural ability to engage, motivate, and develop her teams.

Personality Overview

Thoughtful In Approach

Calm

Procedural

They are unlikely to become strong champions as they don't prefer pushing other people.  Their decisions are defined by the possible value that they can bring to the organization.
 They usually go by the book, following all rules and procedures.

Topics They Care About

People Development
Passionate about developing people, with certifications in Situational Leadership. Recommendations repeatedly praise her as a great people manager who knows how to motivate her teams.
Commercial Strategy
Responsible for the commercial proposition and sales strategy in her roles, focusing on driving growth, new business acquisitions, and customer retention.
Stakeholder Collaboration
Her professional summary highlights a passion for working collaboratively with both internal and external stakeholders to achieve business goals.

Media Appearances

Abigail has no verified media appearances

Work History

7-2025
Head of Sales Fresh Direct UK (Sysco) at Fresh Direct (UK)
12-2021 - 7-2025
Commercial General Manager, Brakes Catering Equipment at Brakes UK
9-2018 - 12-2021
National Account Manager (Corporate) at Brakes UK
6-2016 - 8-2018
Regional Sales Manager at Brakes UK
4-2011 - 5-2016
Sales Manager, Grocery & Independents at Coca-Cola European Partners

Education

1-2014 - 12-2014
Situational Leadership II from The Ken Blanchard
8-2013 - 9-2014
Managing Our People from The Ken Blanchard Companies

More Information

Social Presence :

Prographics :

Exp : 28 Location : Hucknall, England, United Kingdom Job Level : Mid-senior Designation : Head of Sales Fresh Direct UK (Sysco) at Fresh Direct (UK)
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Insights For Selling To Abigail

During A Call Or A Meeting

DO's

  • Focus your pitch on the impact that you could help them have on their organization
  • Use phrases like ‘others say that’, ‘zero risk in’, ‘seen proof of’ etc.
  • Pause and ask them if they have any questions

DONT's

  • Avoid saying anything that sounds like a risky proposition
  • Don’t don the salesperson avatar, be the friendly advisor instead
  • Don’t rush them to make quick decisions

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Abigail is

  • Low risk, approval of other stakeholders and successful process-based evaluation are most important for them.
  • Will you ever get a clear answer from Abigail

  • They don’t say no very often, and can take you around in circles sometimes.

Insights For Deal Planning

    How fast (or slow) will Abigail move?

  • They do not like to rush, so they could be slow in making decisions.
  • Can Abigail take some risk or not?

  • They rarely take risks and prefer making decisions supported by others.

You And Abigail

Personality Compatibility


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