Building a great product is hard. Selling it? That’s where most brands stall out.
The truth is, your product doesn’t need more likes — it needs velocity. And that means building a sales plan that actually moves it.
If you’re a founder, early hire, or someone stepping into sales leadership at a CPG brand, the first 90 days are make-or-break. This is when you lay the foundation for revenue, relationships, and repeatability.
Here’s how to do it without spinning your wheels — or blowing your budget.
The Goal of the First 90 Days
Don’t just “start selling.” Build a repeatable sales engine.
The first three months aren’t about going wide. They’re about getting focused:
Understanding the category and buyer psychology
Getting your assets tight (one-sheet, pitch, terms)
Testing your message and offer — fast
Building a pipeline you can grow from
Month-by-Month Breakdown
📅 Month 1: Set the Stage
Strategy over spray-and-pray
Define your ideal wholesale targets (channel, region, buyer persona)
Audit your sales materials — one-sheet, deck, price list, distributor setup
Get aligned on pricing, promo plan, and lead times
Map your category and competitors
Identify 20–30 warm leads you can learn from fast
👉 Deliverables:
Sales stack finalized
CRM or tracker set up
Launch message locked
📅 Month 2: Test and Pitch
Conversations over campaigns
Start with warm or direct leads: local stores, buyers from events, friendly brokers
Deliver pitches and learn what lands — adjust the talk track weekly
Gather objections, questions, hesitations — these shape your next wave
Test messaging across email, social DMs, LinkedIn, in-store drop-ins
👉 Deliverables:
10–15 real buyer convos
2–3 early placements or strong maybes
A refined, real-world-tested sales script
📅 Month 3: Build Momentum
Refine, systematize, scale
Streamline follow-ups, tracking, and sample sends
Set goals: # of calls, doors, follow-ups per week
Identify which channel/tactic is converting best — double down
Start preparing for 60-90 day follow-up wave and seasonal resets
👉 Deliverables:
3–5 paid placements or pilots
A working sales rhythm and tracking system
List of targets for next quarter
Tools to Help You Stay Focused
CRM or spreadsheet: Track convos, samples, follow-ups
One-sheet: Clear pricing, contact, sell points — print and digital
Pitch deck: Editable, visual, channel-specific
Email + outreach templates: Save hours every week
Script library: Objection-handling and cold outreach starters
Pro Tips from the Field
Set minimums you can fulfill — but don’t be afraid to flex for your first few accounts
Book follow-ups as you pitch — don't let warm leads go cold
Don’t guess margins. Know yours inside and out
Create urgency without desperation: limited seasonal runs, retailer exclusives, etc.
Want a 90-Day Roadmap You Can Copy?
We built a plug-and-play roadmap based on real sales launches across CPG, wellness, and functional brands.
→ [Download the Free 90-Day Sales Plan Template]
→ Or [Book a Spark Session] to get custom guidance for your next retail move
