CPG sales, from a Buyer’s Perspective
SELL LIKE YOU’VE SAT
ON THE OTHER SIDE
OF THE DESK.
The Buyer’s Perspective is a weekly newsletter built by a former CPG buyer. As it approaches its 100th episode, it is becoming a platform: learn the lessons, interact with the content, and practice in AI buyer conversations that grade your responses.
Weekly newsletter + the free guide, instantly · Platform in private beta, subscribers first
The buyer went quiet after your follow-up. The reset locked without you. Your item sat in limbo over a mundane detail nobody warned you about. Buyers will never tell you in the meeting. Someone who sat in that seat will.
What signing up does
Two doors. Both free.
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You get the Buyer’s Perspective every week, plus the free Category Review Submission Principles guide in your inbox instantly. That is it. No card, no trial, no catch.
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Coming soon · In private betaBeta test the platform.
We are building the newsletter into a platform: learn the lessons, interact with the content, and have AI buyer conversations that grade your responses. Subscribers get invited first, in small waves. Beta testers earn the permanent FIRST RUN badge, a spot on the wall, and a standing discount on Premium.
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Latest from the Perspective
Recent episodes.
What you get
Most reps pitch. The best ones think like buyers.
Buyer-Ready Standards
The unspoken principles that determine whether your item gets on shelf, stays there, or gets cut. Standards you can apply the day you read them. No theory, no filler.
The Buyer Relationship
How to communicate with buyers, interpret what they are actually asking for, and build the kind of trust that turns meetings into approvals and keeps your items on shelf.
The Practice Floor
Where the standards get drilled. Email a live AI buyer who has heard every pitch, get graded on the Buyer-Ready rubric, and climb a league of people who carry a bag.
This is the practice floor · Coming soon
Buyers who bite back.
- Real email threads with a buyer built from real category pressure. She has a reset calendar, a scorecard, and no patience for padding.
- Send something weak and she goes quiet. Four days pass. The thread ages in your inbox. What you do next is the training.
- When it ends, the debrief maps where you held her attention, where you lost it, and the one thing to fix first. Direct from someone who sat in that seat.
Debrief
Email 2 is where she checked out. She asked for three specifics; you promised them instead of sending them.
Beyond the practice floor
The rest of the platform.
Rolling out through the beta, shaped by the people in it.
The League
Monthly rankings against reps who carry a bag. Streaks, mastery, promotion zones.
Group Calls
Live sessions at least monthly. Deals on the table, briefs picked apart, questions answered.
The Buyer Bench
Access to current and former buyers, in the product and on the calls. The seat, in the room.
The Community
Reps, founders, and category teams building Buyer-Ready Standards together.
Between episodes
The Perspective runs daily on LinkedIn.
1.2 million impressions in the past twelve months, one buyer-side take at a time. Follow along between newsletters.
Follow on LinkedInRobert Johnson
Former CPG buyer · Astra CPG
Your buyer is not ignoring you. Your email just did not give them anything to act on. There is a difference, and it is fixable.
The newsletter
The Buyer’s Perspective. Delivered weekly.
Buyer-Ready Standards and relationship insights from the other side of the buyer’s desk. Built by a former CPG buyer.
FreeGuide
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Category Review Submission Principles
Don’t let your item sit in limbo because of a mundane detail. These are the Buyer-Ready Standards that ensure your item receives a fair review and you earn your buyer’s trust as a partner who executes.
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Training a team? The Buyer-Ready Method runs private cohorts with scenarios built from your category.
Talk to Robert