Unlocking Success in Packaging Sales

The art of understanding customer needs beyond the traditional product-focused sales pitch.

Matt Neuberger

In the competitive landscape of the packaging industry, sales professionals are constantly seeking innovative strategies to enhance their effectiveness and drive more sales. One emerging transformative approach involves a deep understanding of customer needs beyond the traditional product-focused sales pitch. This article draws inspiration from rethinking what the term value proposition means. A compelling case study involving a paint company reveals the profound impact of aligning sales strategies with the customer's broader objectives and challenges.

The Shift from Product to Customer-Centric Sales 

Traditionally, sales efforts in the packaging industry have been heavily centered around the specifications of the products - their "speeds and feeds." This approach, however, often falls short of addressing the deeper needs of customers, particularly those in companies dealing with consumer packaged goods (CPGs) and similar sectors. These customers are looking for solutions that meet their immediate packaging needs and contribute to their overall operational efficiency and success.

A pivotal realization came from a story about a paint manufacturer that understood its products' actual value lay not just in the quality of the paint, but in the labor hours, it saved companies. This insight shifted their sales narrative from merely highlighting product features to demonstrating how their paint could alleviate the frustration of labor management and costs. Something they initially had ignored.  The less they talked to their customers about paint and the more they spoke of labor management, the more they sold. A lot more.

Understanding the "Job to Be Done" 

At the heart of this customer-centric approach is understanding the "job to be done" - a principle emphasizing the importance of grasping what the customer is ultimately trying to achieve and the obstacles they face. By delving into the customer's objectives and the pain points that hinder their progress, sales OEMs can tailor their conversations to address these specific challenges correctly.