The Fatal Mistake Packaging Manufacturers Make When Hiring Sales Reps

The Fatal Mistake Packaging Manufacturers Make When Hiring Sales Reps

Problems/Fears
May 07, 2025•3 min read

The Fatal Mistake Packaging Manufacturers Make When Hiring Sales Reps

Hiring the right sales reps can make or break a packaging manufacturer that specializes in custom packaging solutions. Yet, a fatal mistake is commonly made that hampers growth and profitability.

Packaging sales team discussing custom packaging solutions

The “Book of Business” Sales Pitch: Why It’s a Red Flag

As a packaging manufacturer, you’ve probably encountered sales candidates with a big promise:
"I’ve got an incredible book of business, I can bring instant sales and profits!"

At first glance, this sounds like the golden ticket, right? But in most cases, it’s too good to be true. Here's why.

Why the "Book of Business" Sales Pitch Is a Scam

  • They Don’t Own the Relationships
    In reality, the “book of business” usually belongs to their previous employer, not the rep. If the relationships were solid, why would they leave?

  • The Customers Aren’t Interested in Your Solutions
    Selling commodity packaging and selling specialized packaging are two different ball games. Many sales reps focus on easy sales rather than educating customers on custom packaging solutions.

  • They Rely on Easy Sales
    A packaging sales rep focused only on low-margin, easy-turn business won’t be able to sell high-value, specialized packaging. These solutions require more than a quick sale; they demand education and strategic positioning.

  • If They Were That Valuable, Why Leave?
    If their “book of business” was a goldmine, why didn’t their last employer bend over backward to keep them? This is a red flag.

What Makes a Great Packaging Sales Rep?

The truth is, finding a great salesperson isn’t about flashy promises—it’s about capability. To move the needle for your packaging manufacturer business, the right sales rep should:

1. Understand Complex, Specialized Packaging

A great sales rep knows how to navigate custom packaging solutions, identify customer pain points, and educate buyers on the value of specialized packaging.

2. Build Trust, Not Just Transactions

Selling specialized packaging is a long-term game. Your sales rep should focus on building relationships and providing consultative guidance—not just quick wins.

3. Take a Consultative Approach

They should be able to sell value, not just price. This takes patience and a deep understanding of the customer’s needs—something that goes beyond pushing the lowest cost option.

4. Commit to the Long-Term

The best packaging sales reps aren’t afraid of hard work. They focus on cultivating relationships that drive high-margin sales rather than jumping from one quick sale to the next.

How to Build a Sales Team That Can Sell Specialized Packaging

Sales rep receiving training on specialized packaging solutions

Stop relying on the “quick fix” of hiring based on a book of business. Instead, invest in a modern, scalable sales process:

🔥 Develop a Clear Sales Training Program

Equip your sales reps with the knowledge and tools to sell specialized packaging and custom packaging solutions effectively.

🔥 Attract the Right Leads

Invest in marketing content that attracts warm leads—this ensures your sales team is speaking with decision-makers who are already interested in specialized packaging solutions.

🔥 Collaborate with Resellers

Partner with resellers and specialists who already know how to sell specialized packaging and aren’t focused on commodity deals.

🔥 Build a Smart Selling System

Create a Smart Selling System that drives high-margin sales without relying on traditional, outdated hiring methods.

The Bottom Line: Say No to the "Book of Business"

Hiring based on a so-called “book of business” is a losing strategy. Instead, invest in building a repeatable and scalable sales process that attracts the right customers for your custom packaging solutions.

Don’t gamble with past relationships—focus on creating long-term success with a sales team that can sell specialized packaging with confidence.

Next Steps for Packaging Manufacturers: Attract High-Margin Leads

Ready to build a more successful sales strategy? Here’s how you can implement these changes today:

  • Contact us to learn about our Specialized Packaging Reseller Network

  • Download our free guide on building a high-performance packaging sales team

Visualizing a modern packaging sales system

👉 Learn more about how to build a smarter packaging sales strategy
👉 Get access to exclusive packaging leads today

David MarinacABC PackagingPackaging ResellersPackaging Custom Packaging
Over the last 35 years I’ve become the number one trusted liaison for resellers and major brands when it comes to speciality packaging. While I’ll be the first to tell you packaging isn’t “sexy”, it is critically important on every level from manufacturing, distribution, retail, and even the consumer. I’ve spent my career cultivating and personally staffing a global manufacturing network that allows the biggest brands in their respective industries and other resellers improve package quality, reduce lead times, become more efficient and sustainable, and most importantly… Dramatically increase profit margins. Our white glove “Factory to company” approach effectively optimizes your supply chain and delivers the packaging you need whenever and wherever you need it so you can concentrate on more important things that perpetuate your growth. Our fully integrated process has led to us becoming a trusted partner and ally for brands like McCormick, Mars, Kraft, Heinz, Quaker Oats, Roland Mills, Kinder Chocolate, GNC, Redmond Mineral, Old World Spices and Seasonings, and countless others.

David Marinac

Over the last 35 years I’ve become the number one trusted liaison for resellers and major brands when it comes to speciality packaging. While I’ll be the first to tell you packaging isn’t “sexy”, it is critically important on every level from manufacturing, distribution, retail, and even the consumer. I’ve spent my career cultivating and personally staffing a global manufacturing network that allows the biggest brands in their respective industries and other resellers improve package quality, reduce lead times, become more efficient and sustainable, and most importantly… Dramatically increase profit margins. Our white glove “Factory to company” approach effectively optimizes your supply chain and delivers the packaging you need whenever and wherever you need it so you can concentrate on more important things that perpetuate your growth. Our fully integrated process has led to us becoming a trusted partner and ally for brands like McCormick, Mars, Kraft, Heinz, Quaker Oats, Roland Mills, Kinder Chocolate, GNC, Redmond Mineral, Old World Spices and Seasonings, and countless others.

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"As Grand Master of the Sovereign Order of St. John of Jerusalem Knights of Malta, it has been my mission to uphold our knightly tradition of promoting excellence, decency and altruism throughout the world. Sir Jonathan Amaret is one such individual who exemplifies this tradition with his tireless efforts to improve the lives of others through the school of Thought Mechanics and we are pleased with his induction into our order."

HRH Princess Francisca Harakawa (Amasu Omawa III)

"In today’s society, there are few scholars whose wisdom transcends age, gender, ethnicity, occupation and status. Sir Jonathan is one such scholar. He has guided me through many challenges over the years and has done the same for many others around the world. He is one of only a handful of people whom I trust and can turn to for guidance, and I am truly grateful to know him as a friend and teacher."

Richard Buettner

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HIRH Prince Basilio Cali

"As Grand Master of the Sovereign Order of St. John of Jerusalem Knights of Malta, it has been my mission to uphold our knightly tradition of promoting excellence, decency and altruism throughout the world. Sir Jonathan Amaret is one such individual who exemplifies this tradition with his tireless efforts to improve the lives of others through the school of Thought Mechanics and we are pleased with his induction into our order."