More and more, CPG sales teams are finding it nearly impossible to connect with retail buyers—especially at the head office level. Reception desks no longer answer phones. Company directories are locked down. And email addresses don’t follow predictable naming conventions. It’s as if the gatekeepers have gone digital and the castle walls have never been higher.

If you’re an emerging CPG brand, you’ve likely discovered that getting your product on shelf at Whole Foods Market (or any major retailer) isn’t just about having a great product. Sometimes, the biggest hurdle is the category manager — the gatekeeper who decides whether your product makes the cut.

Yes, Brick & Mortar CPG sales can drive E-Commerce Sales!

Have you ever played dodgeball as a kid? There's one player left on the other side you are trying to nail with a ball. He zigs and zags, runs, stops, starts, jumps and ducks in an effort to avoid your repeated efforts to hit him with the ball. Sales is a game of dodgeball. You repeatedly try to hit buyers with your sales pitch while they relentlessly avoid you.