The Problems with Today’s Packaging Reseller Salespeople—and How They Can Turn It Around

January 08, 2025•3 min read

The Problems with Today’s Packaging Reseller Salespeople—and How They Can Turn It Around

In today’s competitive packaging industry, the reseller salesperson's role is more critical than ever. Yet many packaging salespeople are stuck in outdated habits and ineffective strategies, struggling to hit sales targets and grow their profit margins.

The truth is, it’s not about working harder—it’s about working smarter.

What Are Today’s Packaging Salespeople Doing Wrong?

1. Focusing Too Much on Commodity Packaging

Most packaging salespeople spend most of their time selling commodity items like corrugated boxes, tape, and stretch film. While these products are essential, they are also low-margin and highly competitive. By focusing solely on these items, salespeople trap themselves in a race to the bottom on price.

2. Being Reactive, Not Proactive

Instead of seeking opportunities, many salespeople wait for the phone to ring or rely on existing customers to place orders. This reactive approach limits growth and makes them vulnerable to being replaced by more aggressive and innovative competitors.

3. Failing to Solve Customer Problems

Customers don’t just need packaging—they need solutions. Too often, salespeople fail to dig deeper into their customers’ challenges, missing the chance to offer specialized, value-added solutions that would set them apart.

4. Competing on Price Alone

To close deals, packaging salespeople often fall into the trap of competing solely on price. This erodes profit margins and devalues their expertise and the solutions they offer.

5. Neglecting Training and Education

Many salespeople lack the knowledge and skills to sell specialized or custom packaging. Without ongoing training, they remain stuck in their comfort zones, unable to expand their offerings or boost their sales potential.

What Should They Be Doing Instead?

1. Shift Focus to Specialized Packaging

Specialized packaging—like custom designs, sustainable solutions, and industry-specific products—commands higher margins and create stronger customer loyalty. Salespeople should prioritize identifying opportunities for these products and presenting them as solutions to customer problems.

2. Be Proactive

Stop waiting for customers to come to you. Research industries, identify potential pain points, and reach out to prospects with tailored solutions demonstrating your value.

3. Sell Solutions, Not Products

Customers want partners who understand their challenges and offer creative solutions. Spend time learning about your clients’ operations and propose packaging options that save them money, improve efficiency, or enhance their brand.

4. Value Over Price

Shift the conversation away from price by emphasizing the value your packaging solutions bring. Higher performance, sustainability, or custom designs justify higher costs and lead to better margins.

5. Invest in Education

Stay ahead of the curve by learning about new packaging technologies, materials, and trends. A well-informed salesperson is better equipped to sell high-margin, specialized products and stand out.

How Can They Improve and Skyrocket Sales and Margins?

1. Build Relationships, Not Transactions

Focus on creating long-term client partnerships by consistently solving their problems and adding value.

2. Leverage Technology

Use CRM tools, data analytics, and digital platforms to identify opportunities, track performance, and stay organized.

3. Develop a Niche Expertise

Become the go-to expert in a specific packaging area, such as sustainable solutions, temperature-controlled packaging, or custom designs.

4. Stay Curious and Creative

Don’t be afraid to ask questions, explore new ideas, and propose bold solutions. Customers appreciate salespeople who think outside the box.

The Path to Success

Packaging sales doesn’t have to be a grind. By shifting their focus to specialized solutions, becoming proactive problem-solvers, and prioritizing value over price, salespeople can grow their sales and skyrocket their profit margins and create a more fulfilling career. The packaging industry is full of untapped opportunities.

The question is: **Will today’s salespeople step up to seize them?

Packaging SalesSpecialized Packaging Sales Growth Packaging Industry High Margins Sales Success Innovation

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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