Helping Salespeople Grow in the Printing & Packaging Industry

Written by- Shannon Buchholz

Sales in printing & packaging isn’t just about products—it’s about people, problem-solving, and possibilities

In today’s competitive printing and packaging market, strong sales talent can make the difference between a company that simply survives and one that thrives. Customers have more choices than ever, technology is advancing rapidly, and margins can be tight. To succeed, salespeople in this industry need more than a winning personality — they need industry knowledge, the right tools, and a supportive environment that allows them to grow.

1. Invest in Industry Training

Printing and packaging can be complex. From flexographic and digital presses to sustainable packaging materials, clients expect their sales reps to be trusted advisors. Ongoing training — whether through internal programs, supplier partnerships, or industry associations — helps salespeople stay current and confident when addressing customer needs.

2. Pair Mentorship with Experience

The best way for new sales reps to learn the ropes is often through shadowing experienced colleagues. Pairing younger salespeople with seasoned mentors allows them to gain insights into customer expectations, learn negotiation tactics, and see firsthand how to manage accounts for long-term growth.

3. Provide the Right Sales Tools

CRM platforms, lead-generation tools, and access to marketing resources empower salespeople to focus on relationship building rather than administrative tasks. Companies that invest in modern tools — from data-driven prospecting to digital catalogs — position their sales reps to close more deals with less friction.

4. Align Sales with Operations

In printing and packaging, a salesperson’s promises only matter if the plant can deliver. Encouraging open communication between sales, production, and customer service helps set realistic expectations and builds trust with customers. Salespeople who understand the production process can better sell solutions that align with company capabilities.

5. Set Clear Growth Paths

Many talented salespeople leave when they feel stuck. By outlining clear career paths — from junior sales roles to account management, regional leadership, or even executive positions — companies can retain top performers. Regular performance reviews, incentives tied to results, and recognition of milestones all contribute to a growth-focused culture.

6. Encourage Networking & Industry Involvement

Trade shows, conferences, and professional associations (such as TLMI or AICC) are invaluable for salespeople in this space. Not only do they expand a salesperson’s professional network, but they also expose them to industry innovations and customer trends that can directly translate into sales growth.

Conclusion

Helping salespeople grow isn’t just about boosting numbers — it’s about creating a culture where they feel supported, informed, and empowered to build long-term customer relationships. In the printing and packaging industry, where trust and technical knowledge are key, the companies that invest in their salespeople today will be the ones leading the market tomorrow.