The Problems with Today’s Packaging Reseller Management and Sales Managers—and How to Chart a New Course

The Problems with Today’s Packaging Reseller Management and Sales Managers—and How to Chart a New Course

Industry Specific
January 08, 2025•3 min read

The Problems with Today’s Packaging Reseller Management and Sales Managers—and How to Chart a New Course

The role of management and sales managers in packaging reseller companies is pivotal. They are responsible for guiding sales teams, setting strategies, and driving the business's overall success. Yet, many are stuck in outdated practices that limit their company’s growth and profitability. In today’s competitive market, a change in approach is urgently needed.

What Are Today’s Packaging Reseller Managers Doing Wrong?

1. Focusing Too Much on Commodity Packaging

Many sales managers prioritize volume over value, pushing their teams to sell low-margin, commodity packaging like boxes and tape. This strategy might bring in revenue, but it does little to improve profitability or differentiate the company in the market.

2. Failing to Train and Develop Sales Teams

Managers often neglect ongoing training, leaving their sales teams ill-equipped to sell specialized packaging or handle consultative selling. Without the skills to identify and solve customer problems, sales reps fall back on transactional sales, perpetuating the commodity trap.

3. Chasing Short-Term Gains Over Long-Term Growth

A fixation on hitting monthly or quarterly sales targets leads to a focus on quick wins rather than building long-term customer relationships. This approach sacrifices future opportunities for short-term revenue.

4. Ignoring Specialized Packaging Opportunities

Despite the growing demand for custom, high-margin packaging solutions, many managers fail to develop strategies to capture this market. This oversight results in missed opportunities to boost margins and expand into untapped markets.

5. Overlooking Data and Insights

Managers often fail to leverage data and analytics to guide decision-making. Without insights into customer behavior, market trends, and sales performance, they rely on outdated strategies that no longer work.

Where Should They Focus Instead?

1. Developing a Specialized Packaging Strategy

Managers need to prioritize high-margin, specialized packaging solutions. This includes custom designs, sustainable options, and niche products tailored to specific industries. By equipping their teams to sell these solutions, they can significantly increase profitability.

2. Investing in Sales Training

Comprehensive training programs can transform sales teams from order-takers to consultative sellers. Teach them how to identify customer pain points, pitch solutions, and close deals that deliver real value.

3. Building Long-Term Relationships

Shift the focus from transactional sales to building partnerships. Encourage your team to invest time in understanding customer needs and positioning your company as a trusted advisor.

4. Leveraging Technology and Data

Use CRM tools, sales analytics, and market research to identify trends, trackperformance, and guide strategy. Data-driven decisions lead to more effective sales efforts and better customer targeting.

5. Empowering Sales Teams to Take Risks

Foster a culture of innovation by encouraging your team to explore new opportunities, pitch bold ideas, and step out of their comfort zones.

How Can Managers Improve and Chart a New Course?

1. Rethink Success Metrics

Focus on profit margins, customer retention, and market expansion—not just revenue targets.

2. Align Incentives with Strategy

Reward sales reps for selling high-margin products and building long-term relationships, not just for closing deals.

3. Create a Specialized Packaging Department

Establish a dedicated team to develop and sell customized solutions. This can open new revenue streams and differentiate your company from competitors.

4. Stay Ahead of Trends

Keep up with industry innovations like sustainable materials, automation, and e-commerce packaging needs. Leading the market means adapting before competitors do.

The Opportunity for Leadership

Packaging reseller management and sales managers have the power to transform their businesses. By moving beyond outdated practices and embracing specialized solutions, training, and data-driven strategies, they can grow sales, skyrocket profit margins, and set their companies on a path to long-term success.

The question is: Will today’s leaders step up and embrace change, or will they continue down the path of mediocrity?

Packaging Sales LeadershipSales Management Specialized Packaging Profitability Business Growth Innovation
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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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."

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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."