Sarah Gulfraz

Critic
DISC Type : C

Director at Sabella Home

Stoke-On-Trent, England, United Kingdom

Overview

Sarah Gulfraz is the founder of Peacock Supplies, the UKs leading supplier of faith-based and multicultural partyware. A former teacher with a degree from the University of Staffordshire, she launched her business to fill a market gap for inclusive celebration products. Her work has led to partnerships with major retailers like Primark.

Sarahs entrepreneurial drive is deeply personal, inspired by a desire to help her own children and others celebrate their cultural holidays with the same excitement as mainstream ones. She is passionate about making diverse products accessible and creating a sense of inclusion for families from all backgrounds, enjoying movies to unwind.

Interesting fact: Sarah started her company from her dining room table and has recently become a published author on the topic of empowering Muslim women entrepreneurs.

Personality Overview

Negotiator

Critic

Precise

They like to do things independently and don’t look for support from others.  They don’t appreciate bells and whistles unless backed by data. They are quite likely to negotiate on pricing or other key terms.

Topics They Care About

Retail Entrepreneurship
Founded and scaled a niche party supply company, securing partnerships with mainstream retailers like Primark, TK Maxx, and Morrisons.
Diversity in Retail
Champions the need for mainstream retailers to stock faith-based and multicultural products, highlighting the strong consumer demand for inclusion.
Faith-based Products
Designs and manufactures products for celebrations like Eid and Ramadan, driven by a mission to make these events more visual and memorable for children.

Media Appearances

22 Questions with Peacock Supplies' CEO. Featured in YouTube

See Now

Work History

8-2018
Director at Sabella Home
1-2016
Founder at Peacock Supplies
9-2014 - 12-2016
Lecturer of ICT & Computing at Self Employed
1-2014 - 8-2018
Founder at HALAL HANDS LIMITED
9-2013 - 8-2014
Teacher of ICT & Computing at Ormiston Horizon Academy

Education

2012 - 2013
Post Graduate Certificate of Education (PGCE) from University of Staffordshire
2003 - 2006
Bachelor of Science (B.Sc.) Applied Computing and IT from University of Staffordshire

More Information

Social Presence :

Prographics :

Exp : 12 Location : Stoke-On-Trent, England, United Kingdom Job Level : Leadership Designation : Director at Sabella Home
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Insights For Selling To Sarah

During A Call Or A Meeting

DO's

  • Use phrases like ‘expect X% improvement’, ‘data clearly shows’ etc.
  • Be ready to answer many clarity-seeking questions and requests for information
  • Don’t forget to mention how you compare to competition on both features and pricing

DONT's

  • Avoid phrases like ‘trust me’, ‘others just love’ etc.
  • Don’t try too hard to build a relationship with them
  • Avoid pushing them too much to involve other stakeholders unless it is critical

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Sarah is

  • Proven ROI, pricing and objective proof points are the factors that sway their decision.
  • Will you ever get a clear answer from Sarah

  • They are comfortable saying no if they are convinced that it is the correct decision.

Insights For Deal Planning

    How fast (or slow) will Sarah move?

  • They are neither the fastest nor the slowest decision makers, they are somewhere in the middle.
  • Can Sarah take some risk or not?

  • They can bear some risk if their analysis backs the decision.

You And Sarah

Personality Compatibility


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