In a world of customization, trust, and AI disruption, being good at sales isn’t enough. It’s how you adapt that defines your growth.
For decades, sales success meant making the most calls, closing the most deals, and beating your quota. But that equation no longer works. The landscape has shifted—customers want customization, industries change faster than ever, and trust isn’t just earned—it’s built brick by brick.
And the best salespeople aren’t just selling anymore. They’re thinking strategically, adapting in real time, and stepping into the role of trusted advisors. Christian Robert, a regional sales manager in the packaging industry, offers a compelling case study of how this shift looks in the real world.
Selling Isn’t Managing—And Promotions Can Backfire
Too often, companies promote their best salespeople into management roles without preparing them. Being great at closing doesn’t mean you're great at coaching.
What makes a good sales manager? It’s not pushing quotas—it’s understanding people. For some team members, that means giving space and autonomy. For others, it means structure and accountability. Sales leaders must learn to customize their management approach—just like they ask reps to customize their pitch.
Because the truth is, managing salespeople is a different sport. It's not about controlling the game; it's about setting the field so your team can win.
Cookie-Cutter Sales Pitches Are Dead
In an industry like packaging, where needs vary wildly between breweries, cannabis brands, and health product companies, one-size-fits-all doesn’t fit anyone. Christian points out that customization is no longer optional. “No more cloud seeding,” he says. “No more templated emails.”
Every client wants to feel understood. That means researching the product, noticing details (even bubbling on a juice label), and tailoring your message to match. The winning pitch isn’t the most clever—it’s the most relevant.
How You Become a Trusted Advisor
Great salespeople aren't always born—they're forged through action. For Christian, that moment came when a delivery crisis threatened a client's entire production run. Instead of blaming logistics or offering excuses, he drove the packaging materials himself.
That moment wasn’t transactional—it was transformational. A client in crisis saw a partner, not a vendor. A stranger became an insider. And that trust? It became the foundation for future business and long-term loyalty.
Lesson: Strategic relationships don’t start with strategy. They start with showing up—especially when others wouldn’t.
Stop Selling Features—Start Diagnosing Problems
Want to stand out at a networking event? Don’t say “I’m in packaging.” Say something that makes people lean in.
Christian’s approach: walk into a store, examine the packaging, and find what’s not working. Then start the conversation there—with insight, not fluff. “Your juice is amazing,” he might say, “but this label bubbling? It makes it look cheap.”
It’s a bold approach. But in a world where sugary pitches blend into background noise, directness cuts through. As marketer Gair Maxwell says, “If your marketing doesn’t have the ability to offend, it doesn’t have the ability to convince.”
What’s Next: Sales in 2025 and Beyond
Sales is becoming more personalized. With the rise of digital printing, AI tools, and shifting compliance laws (especially in industries like cannabis), success means staying ahead of the curve.
Christian’s plan for 2025? Stay plugged in. Use every government update, trend shift, and packaging innovation as a way to open doors. He’s not selling containers—he’s selling possibilities based on where the market is going, not where it’s been.
And to do that, he needs discipline. Better time management. Daily awareness. Less rabbit-hole scrolling. More targeted insight.
Final Thought: Growth Is Strategic—Not Accidental
If you’re serious about sales, here’s the hard truth: what made you successful last year won’t get you to the next level.
Your ability to listen, personalize, adapt, and show up—that’s what matters. Clients don’t need reps. They need allies. And those who can pivot from “what do you need?” to “here’s how we solve your problem” will always stay in demand—no matter how competitive the market becomes.
The real sale isn’t made in the transaction. It’s made in the transformation.
