You Know Packaging. But Do You Know Your Potential?
You’ve spent years selling your type of packaging.
Corrugated, flexibles, folding cartons, rigid trays, protective foams… whatever your weapon of choice, you’ve carved out a niche.
You know the SKUs, the clients, the supply chain quirks.
You’ve seen more RFQs than hot meals.
But here’s a question…
What if you’re brilliant at packaging sales… but just selling the wrong kind of packaging?
There is a thought….
“But I don’t know that product category…”
Sure. Today, maybe not.
But let’s be honest, did you pop out of the womb knowing about E-flute burst strength or barrier film compositions?
Nope. You learned. You asked questions, embarrassed yourself in front of technical managers, got thrown into pricing spreadsheets that made your eyes water, and you figured it out.
And guess what?
You can do it again. Faster. Smarter. With more commercial muscle this time.
Because product knowledge is teachable. But knowing how to build relationships, sniff out margin, handle procurement games, and navigate complex supply chains? That’s not in the manual. That’s experience, and you’ve got it.
Why it might be time to switch lanes
Perhaps you’re in a packaging segment that’s becoming commoditised.
Margin’s getting thinner than a pallet wrap.
Your “value sell” is being replaced by “Can you match this quote from Bob down the road?”
Meanwhile, other parts of the industry are booming:
- Sustainables are in demand (and command premium pricing).
- Custom-engineered solutions have longer sales cycles but way more stickiness.
- Newer materials are sexy to buyers and fun to sell (hello, “recyclable mono-structure innovation”).
- Tech-backed solutions (smart labels, IoT packaging, etc.) are gaining ground.
Switching category doesn’t mean starting from zero, it means levelling up. It means applying everything you’ve learned and selling something with more long-term upside.
And no, it doesn’t mean pretending to be an expert on Day One. It means being coachable, curious, and commercial.
Skills that transfer (in case no one’s told you)
Let’s put it plainly:
- If you can sell corrugated, you can sell flexibles.
- If you can sell shrink, you can learn rigid trays.
- If you’ve managed major accounts in print, you can absolutely handle custom thermoform.
- If you’ve ever had to explain “MOQ” to a marketing team… You can survive anywhere.
The fundamentals don’t change:
- Understand the brief.
- Navigate the numbers.
- Build trust.
- Close value, not price.
Different products, same game. And a new game can mean a much better prize.
“But what about starting over?”
Let’s be honest, the idea of starting a new role is daunting.
New systems, new acronyms, new team. No one knows you yet. You’re no longer “the go-to” person.
But here’s the reality:
You won’t be starting from scratch. You’ll be starting from experience.
You’ll bring commercial instinct, battle scars, and a sixth sense for where deals go sideways. You’ll have credibility with buyers from the first call, because you get their world, even if your product cheat sheet is still in your back pocket.
Also? You won’t be the new kid for long. Give it 90 days and you’ll be explaining to your new colleagues how to handle that classic “Can I just have pricing without a spec?” dance.
Summary
Don’t let your deep knowledge of one product box you into a corner.
You’re not a “corrugated person” or a “label person”, you’re a packaging commercial expert.
You solve supply chain and marketing problems for your clients. You bring ideas. You win trust.
So if the only thing holding you back from a new opportunity is the fear of learning a new type of packaging solution.
Well, maybe it’s time to remind yourself: you’re a sales pro, not a cardboard whisperer.
And if the new product comes with better support, better margin, and more room to grow? Even better.
Your packaging career doesn’t need a reset.
Just a change of direction.
