What to Put on a CPG Buyer Sell Sheet
A CPG buyer sell sheet is a concise product and commercial summary that helps a retailer evaluate an item. It should explain the shopper need, show why the product belongs in the assortment, and make the next buying decision easy. Think of it as a one-page decision aid that supports the larger presentation.
Lead with the assortment opportunity
Start with the product name, a clear pack image, and one sentence explaining the relevant shopper or occasion. Connect the product's difference to the retailer's assortment: a package size, flavor, ingredient approach, or price position that addresses a specific gap. Avoid unsupported “best,” “healthiest,” or category-leading claims.
List only verified product attributes. If a certification or nutrition comparison is part of the pitch, confirm it matches the current label and document the basis for the comparison. A sell sheet should be easy for the buyer to pass to another internal team without additional explanation.
Show evidence the buyer can interpret
Use a small number of comparable metrics: units per store per week, distribution growth, repeat orders, or relevant retailer results. Identify the source, period, market, package format, and denominator. A national sales total without distribution context is less useful for estimating what one new store might sell.
Illustrative evidence line: “5.2 four-packs per store per week across 80 selling stores during the latest 13 weeks; retailer POS; includes two promoted weeks.” This describes the basis clearly. It is an example of presentation, not a CPG Consulting client result.
Include the commercial details
- SKU names, retail unit size, units per shipping case, and relevant UPCs.
- Wholesale pricing and suggested retail pricing, with the purchasing route identified.
- Storage requirements, product shelf life, and any guaranteed remaining shelf life agreed for delivery.
- Distributor or direct-order availability and the geographic scope.
- Contact information and a clear next step.
If terms vary by distributor or geography, label the quote accordingly instead of implying one universal delivered price. Keep internal cost or margin calculations out of the buyer-facing version unless they are intentionally part of the negotiation.
Make launch support specific
Describe the activities you can actually deliver: a sampling schedule, introductory offer, local marketing, or retailer-specific product content. Specify the duration and ownership where known. “Full marketing support” is difficult to evaluate and can create expectations beyond the budget.
Connect the support plan to an initial test. For example, propose a defined assortment, store group, and review window, then agree on the productivity measure that will determine the next step. Treat any volume forecast as an estimate with stated assumptions.
Give the buyer one clear request
Ask for the next relevant decision: samples for evaluation, a category review meeting, or a test authorization. Do not hide the request below a long brand origin story. Keep a separate detailed specification sheet available for item setup and operational questions.
Is a sell sheet the same as a pitch deck?
No. The sell sheet is a portable summary. The deck provides the category story, supporting evidence, and proposed commercial plan. Keep names, pack sizes, and prices consistent across both, and date the sell sheet so an old version does not circulate as current.
Use our line review preparation guide for the meeting and our velocity guide for the sales evidence.
Put this to work for your brand. CPG Consulting helps emerging brands turn retail data and commercial plans into usable sales tools. Explore our services or book a call.