Consumer packaged goods are a staple of daily life. From household essentials to everyday snacks, store shelves (both physical and digital) and filled with them. And consumers routinely reach for their go-to products when they’re at home, at work, or on the move.

But while CPG items are ubiquitous, selling them is anything but simple.

The CPG sector is marked by fierce competition, razor-thin margins, and ever-evolving consumer preferences and behaviors. It’s a lot to navigate – even for the most seasoned sales professionals.

That’s why leading organizations are turning to CPG sales training. With a strong CPG sales training program, sellers have the skills, strategies, and tools needed to stand out and drive results in a competitive marketplace.

In this post, we’ll explore the fundamentals of consumer packaged goods sales training and why so many revenue organizations are making it a strategic priority. We’ll also highlight how artificial intelligence (AI) is helping organizations take their CPG sales training programs (and their bottom-line results) to the next level.

Why is CPG sales training important?

It’s no secret that the consumer packaged goods industry represents a major force in the global economy. Last year, the global CPG market reached USD 2,290.58 billion. By 2029, that number is expected to grow to USD 2,786.83 billion.

But that growth doesn’t guarantee success for every CPG brand.

Of course, offering outstanding products is one piece of the puzzle. But so too is ensuring each one of your consumer packaged goods sales reps has what it takes to engage buyers throughout the sales cycle and close more deals.

That’s easier said than done. CPG sales reps face a number of unique challenges, like:

• Intense competition: CPG sellers are battling for limited shelf space in stores and online. Reps must cut through the noise and stand out to capture buyers’ attention.
• Evolving customer preferences: Consumers’ preferences and habits change rapidly. Reps need to stay ahead of trends and be agile enough to adjust their approach.
• Razor-thin margins: CPG products are high in volume but low in profit per unit. To protect profitability, reps must master negotiation, avoid unnecessary concessions, and lead with value-driven selling.
• Large, well-informed buying committees: The average B2B buying group includes up to 10 stakeholders, each informed by multiple sources. CPG sales reps must deliver value at every touchpoint, no matter who’s in the conversation.
• Rapidly changing product portfolios: In the CPG industry, product launches, seasonal campaigns, and promotion cycles are always changing. Sellers need to quickly get up to speed and confidently sell across an ever-evolving lineup.

Strong onboarding is an important first step that sets your CPG sales reps up for success. But a one-time ramp up isn’t enough to ensure your sellers stay competitive in the fast-moving world of CPG.

Your reps also need ongoing CPG sales training and coaching so they can tackle the industry’s unique challenges and keep pace with constant change. With strong CPG sales training and coaching, your sellers will be properly equipped to capture buyers’ attention, keep them engaged throughout the sales cycle, and ultimately, close more deals.

CPG sales training must be personalized to drive real impact

CPG sales training is essential to success. But generic CPG sales training won’t cut it.

Every CPG sales rep brings a unique background and skill set. A one-size-fits-all approach leads to disengagement. Some reps waste their time on irrelevant CPG sales training, while others miss out on the support they truly need to succeed.

Personalized CPG sales training and coaching is a smarter, more effective approach.

Unlike traditional, one-size-fits-all programs, personalized CPG sales training is tailored to the needs of each rep. That means every seller has the right support to master the nuances of their accounts – whether it’s tailoring pitches to meet a retailer’s category goals, responding to regional market trends, or adapting to a buyer’s specific merchandising strategy. Personalized CPG sales training also helps sellers stay agile in an industry defined by constant change.

AI makes personalized CPG sales training scalable

Personalized CPG sales training is a necessity for any organization that hopes to achieve its revenue goals. But delivering personalized CPG sales training is hard, especially for large or geographically distributed sales teams.

Increasingly, CPG organizations are tapping into AI sales training and coaching to bridge the gap.

AI sales training accelerates onboarding for new hires by quickly identifying strengths and weaknesses. That means new CPG sales reps can ramp up faster and contribute to revenue growth sooner.

AI sales training and coaching also ensures ongoing development for all reps, regardless of tenure. That means every rep can keep pace with change and sharpen their skills over time.