Let’s face it, there are plenty of packaging salespeople who know the product, know the clients, and can navigate an RFQ in their sleep.
But knowing the difference between a B flute and a crash-lock base doesn’t automatically make someone top-tier.
If you’ve ever wondered why some salespeople just keep winning, even in the same market, same category, and same conditions.
I’ve got answers.
After speaking with over 100 commercial packaging candidates across the UK, Europe, and the US in the last six months, some patterns have emerged.
Specifically: three traits that show up like clockwork in the top % of people I speak to.
And no, it’s not “10 years in packaging” or “knows someone at PepsiCo.”
These traits are deeper. And frankly, they’re a little harder to teach.
1 They don’t just sell SKUs, they sell outcomes
Anyone can rattle off product specs. The great ones? They sell what the packaging does.
How it helps the ops team hit their KPIs.
How it reduces waste.
How it cuts the total cost of ownership or reduces returns.
They’re not there to shift boxes, they’re there to solve commercial headaches.
They get buyers saying, “We hadn’t even thought about that,” instead of, “Can you shave a few pence off?”
It’s solution selling, sure. But it’s also strategic thinking. These reps speak the language of value, not volume.
2 They thrive in ambiguity, less hand-holding, more initiative
You know the type. Doesn’t wait for perfect briefs, doesn’t need an exact playbook, and doesn’t email you every three hours asking “any update?”
They move. They test. They try.
Whether the CRM’s broken, pricing needs chasing, or a customer goes dark, they figure it out.
They treat their patch like a business, not like a job where someone else owns the roadmap.
And in today’s packaging landscape? With supply chain curveballs, sustainability pressures, and shifting spec requirements? That level of initiative isn’t just nice to have, it’s essential.
3 They partner with ops, not just buyers, they know where margin is made
This is the sneaky one. The elite reps don’t just build relationships with procurement; they embed with ops.
Why? Because that’s where the real pain lives. And more importantly… where the real margin lives.
They understand how packaging flows through the plant, what slows down throughput, where waste creeps in, and how to make themselves indispensable to the people who touch the packaging.
When you can improve Overall Equipment Effectiveness and keep procurement happy, you’re no longer a supplier, you’re a strategic partner.
Summary
If you’re hiring and not assessing for these three traits, there’s a good chance you’re passing over your next sales superstar.
Because great packaging reps aren’t just order-takers with product knowledge. They’re commercial operators who create value in complex environments.
And trust me, once you’ve hired one, you’ll never settle for average again.
