Lawrence Trist

Commander
DISC Type : D

Interim Sales Director Savoury Snacking at Valeo Foods Group

Manuden, England, United Kingdom

Overview

Lawrence is a results-focused FMCG business leader with a proven track record in business growth, turnarounds, and building high-performing teams. A graduate of The Manchester Metropolitan University, he is often described by colleagues as supportive, collaborative, and insightful.

He has publicly shared his perspective on age discrimination in the professional world, advocating for the value that experienced candidates over 50 bring to a company.

Personality Overview

Decisive

Candid & Clear

Strong-Willed

They like to move fast and expect the same from others.  They respond better to strong and respectful interactions. They prefer to be the ones controlling the conversation or defining the terms.

Topics They Care About

FMCG Commercial Strategy
He believes many FMCG manufacturers have a commercial focus problem, not a product problem, and that strategy is key to unlocking growth.
Sales Team Turnaround
He has direct experience transforming sales teams, shifting mindsets, and improving performance, as demonstrated in his interim role at Valeo Foods Group.
Leadership & Culture
His focus is on building high-performing teams, inspiring leadership, people development, and driving a positive change culture centered around people.

Media Appearances

Lawrence has no verified media appearances

Work History

5-2023 - 9-2025
Interim Sales Director Savoury Snacking at Valeo Foods Group
4-2022 - 12-2022
Business Development Director at itim Group plc
5-2021 - 3-2022
Channels Lead at allwyn UK at Allwyn
2-2021 - 2-2024
Business Advisor at The Cultured Collective
11-2020
Commercial consultancy at Hollrist Ltd

Education

1990 - 1994
BA (Hons) Retail Marketing from The Manchester Metropolitan University
1984 - 1989
O'Levels and A'Levels from Downside School

More Information

Social Presence :

Prographics :

Exp : 30 Location : Manuden, England, United Kingdom Job Level : N/A Designation : Interim Sales Director Savoury Snacking at Valeo Foods Group
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Insights For Selling To Lawrence

During A Call Or A Meeting

DO's

  • Be respectful but crisp
  • Help them weigh the risks by sharing objective proof points without becoming too analytical
  • Objectively showcase the impact that your product creates

DONT's

  • Avoid being too verbose
  • Don’t focus on process and rules, give the impression of being a ‘gets it done’ person
  • Avoid being a storyteller and don’t try to oversell

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Lawrence is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Lawrence

  • If they are not convinced, they will say no without any hesitation.

Insights For Deal Planning

    How fast (or slow) will Lawrence move?

  • They can reach decisions fairly quickly if they are convinced.
  • Can Lawrence take some risk or not?

  • They don’t mind risks but can be quite binary about them.

You And Lawrence

Personality Compatibility


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