Transform your DTC success into wholesale wins with sell sheets that actually convert buyers

You've built a thriving direct-to-consumer brand. Your customers love your products, your online sales are growing, and you're ready for the next phase: getting your products into retail stores. But there's a crucial bridge between your DTC success and wholesale victory—and it's called a sell sheet.

Unlike your beautifully crafted product pages designed to convert individual consumers, wholesale buyers need entirely different information delivered in a completely different format. They're not making emotional purchase decisions. They're making calculated business decisions about shelf space, profit margins, and supply chain reliability.

Your sell sheet is your silent sales ambassador in buyer meetings, trade show booths, and distributor presentations. When designed correctly, it transforms skeptical retailers into enthusiastic partners. When done poorly, it becomes another piece of paper headed for the recycling bin.

What Makes a CPG Sell Sheet Different from Your DTC Marketing Materials

Think of your sell sheet as the reverse mullet of marketing materials: storytelling in the front, business specs in the back. This dual approach addresses both the emotional and logical sides of wholesale buying decisions.

The front side captures attention and builds desire through compelling brand storytelling. The back side delivers the nuts-and-bolts information buyers need to process orders and manage inventory. This structure respects the buyer's time while giving them everything they need in a single document.

Critical Rule: Never include wholesale pricing on your sell sheet. Pricing should be verbal, confidential, and shared only with qualified buyers. Your sell sheet opens doors—your pricing sheet closes deals.

Front Side: Your Brand Story That Sells

Your storytelling side should make buyers fall in love with your brand before they dive into the technical details. This is where you translate your DTC success into wholesale appeal.

Essential Front Side Elements

Hero Branding: Your logo should be prominent but not dominating. If you're an established brand, make it big. If you're newer to market, keep it tasteful and let your products do the talking.

Lifestyle Photography: Use the same high-quality imagery that converts customers on your website. Retailers need to visualize how your products will look in their customers' lives, not just on their shelves.

Brand Mission & Story: Adapt your DTC brand story for a B2B audience. Instead of "We started this company because we couldn't find clean snacks for our kids," try "Founded by parents seeking better nutrition options, we've built a loyal customer base of health-conscious families—exactly the demographic driving growth in the better-for-you category."

Proof Points: Transform your DTC metrics into wholesale selling points:

• "Over 50,000 satisfied customers" becomes proof of market demand
• "Featured in [Media Outlets]" becomes third-party validation
• "4.8-star rating with 2,000+ reviews" becomes consumer acceptance evidence

Call to Action: Include social handles, website, or QR codes that let buyers experience your brand the same way consumers do.

Back Side: The Business Details That Close Deals

The back side is where you prove you're ready for wholesale. This isn't about creativity—it's about demonstrating operational excellence and making the buyer's job easier.

Essential Product Information Grid

For each SKU, create a clean information block containing:

Product Specifications:

• Exact product name (as it appears on packaging)
• Clear product description if the name isn't intuitive
• High-resolution product image showing packaging
• Net weight and piece count
• UPC code (scannable if space allows)
• Shelf life parameters
• Storage requirements (ambient, refrigerated, frozen)

Pricing & Positioning:

• Suggested retail price or EDLP (Everyday Low Price)
• SKU performance ranking (lead with your hero products)
• Format specifications (resealable pouch, glass bottle, etc.)

Operational Details:

• Ingredients list (increasingly important in natural products)
• Key nutritional highlights
• Certified attributes with official logos (Non-GMO, USDA Organic, etc.)

Master Case & Pallet Information

Buyers need to understand your logistics capabilities:

Per Master Case:

• Case count (number of retail units per case)
• Case dimensions for warehouse planning
• Minimum order quantities (be realistic for your growth stage)
• Case split policies (recommend no mixed cases for operational simplicity)

Per Pallet:

• Ti x Hi configuration (units per tier x tiers high)
• Total units per pallet
• Mixed pallet availability (recommend yes if operationally feasible)
• FOB terms and ship points

Universal Brand Elements That Build Credibility

Beyond individual product specs, include brand-level information that helps buyers understand who they're partnering with:

Product Line Organization

If you have multiple product lines serving different categories or channels, clearly separate them with distinct headers. Don't make buyers guess which products belong together.

Universal Product Claims

Highlight benefits that apply to your entire product line with credible third-party certifications. Focus on meaningful differentiators, not marketing fluff. "Naturally gluten-free" is better than a dozen generic wellness badges.

Corporate Credentials

Include enterprise-level achievements that demonstrate business maturity:

• B Corp certification
• WBENC/NMSDC status
• Major awards or recognitions
• Manufacturing or co-packing partnerships

Distribution & Contact Strategy

Sales Team Structure: List your sales contacts by channel or region. If you work with broker networks, include their information here.

Key Distribution Partners: Show logos of major distributors you're already working with. This provides immediate credibility and makes ordering easier for buyers.

Ordering Information: Create intuitive contact paths:

• General sales inquiries
• Channel-specific contacts (foodservice@yourbrand.com)
• Customer service
• Marketing partnership opportunities

Digital Integration: Include QR codes linking to:

• Your trade website or portal
• RangeMe or Faire profiles
• Digital versions of your materials
• Special show discounts (trackable by event)

Design & Production Strategy

Your sell sheet's production quality should match your brand positioning and create consistency across all touchpoints.

Format Recommendations

• Standard 8.5" x 11" for cost efficiency and printer compatibility
• Legal size (8.5" x 14") only if you have 8+ SKUs that won't fit comfortably
• Multiple sell sheets for different product lines or channels
• Consider dedicated foodservice or bulk program sheets

Production Quality Alignment

If your packaging features premium finishes, invest in comparable print quality for your sell sheets. A matte-laminated pouch brand should use heavy cardstock with matte coating. Consistency reinforces brand credibility.

Digital-First Strategy

Consider creating QR codes for digital versions that buyers can access instantly. This approach offers several advantages:

• Real-time updates when specs change
• Timestamp tracking for lead attribution
• Environmental alignment if sustainability is core to your mission
• Cost savings on reprints

Channel-Specific Sell Sheet Variations

Independent & Specialty Retail

Focus on brand story, consumer demand proof, and point-of-sale support. These buyers often make emotional decisions and value unique brands that differentiate their stores.

Regional & National Chains

Emphasize operational scalability, supply chain reliability, and category performance data. Include velocity metrics, margin analysis, and promotional calendar information.

Foodservice & B2B

Highlight unit economics, serving yields, and operational benefits. Include preparation instructions, portion costs, and storage/handling requirements.

Measuring Sell Sheet Performance

Track your sell sheet's effectiveness through:

Lead Generation Metrics:

• Trade show booth traffic and follow-up requests
• Inquiry quality and conversion rates
• Time from first contact to initial order

Operational Efficiency:

• Reduction in follow-up questions
• Faster buyer decision-making
• Decreased time spent explaining basic product information

Brand Consistency:

• Alignment between sell sheet claims and actual product experience
• Consistency with your DTC messaging and positioning

Common Sell Sheet Mistakes That Kill Deals

Information Overload: Including every possible product attribute instead of focusing on the most compelling differentiators.

Generic Templates: Using industry-standard templates that make your brand indistinguishable from competitors.

Outdated Information: Failing to update specs, pricing, or certifications, which destroys credibility with buyers.

Missing Contact Information: Making it difficult for interested buyers to follow up or place orders.

DTC Language: Using consumer-focused copy instead of business-focused messaging that speaks to buyer concerns.

The ROI of Professional Sell Sheets

Investing in well-designed, strategically crafted sell sheets delivers measurable returns:

• Faster buyer conversations because basic information is clearly communicated
• Higher conversion rates from meetings to actual orders
• Reduced sales cycle length through improved buyer understanding
• Increased order sizes when buyers can easily see your full product range
• Better brand perception that commands premium pricing and positioning

Making Your Sell Sheet Work Harder

Your sell sheet can serve multiple functions beyond buyer meetings:

Trade Show Marketing: Use QR codes to capture leads and provide instant access to updated information.

Distributor Support: Give your distribution partners professional materials that represent your brand consistently.

Internal Alignment: Ensure your entire team communicates product benefits and specifications consistently.

Customer Education: Adapt sell sheet content for B2B customers who need technical specifications.

Next Steps: From Creation to Conversion

Creating an effective sell sheet is just the first step. Success comes from:

1. Testing and Iteration: Gather feedback from initial buyer meetings and refine your approach
2. Team Training: Ensure everyone who represents your brand can speak to every element on your sell sheet
3. Digital Integration: Create systems that keep your sell sheets current with real-time product and pricing changes
4. Performance Tracking: Monitor which elements resonate most with buyers and double down on what works

Your Wholesale Success Starts Here

The transition from DTC success to wholesale growth requires new tools, new thinking, and new materials. Your sell sheet is the foundation that supports everything else—from trade show presentations to distributor partnerships to retail buyer meetings.

When you get it right, you're not just providing information. You're demonstrating that your brand is ready for the next level of growth, that you understand the wholesale game, and that you're a partner worth betting on.

The brands that master this transition don't just maintain their growth trajectory—they accelerate it by leveraging the power of retail distribution while maintaining the customer connection that made them successful in the first place.

Ready to scale your DTC brand into wholesale success? Your sell sheet is the first step, but managing inventory, orders, and operations across multiple channels is where the real challenges begin. That's where having the right operational foundation becomes critical to sustaining growth.

Frequently Asked Questions About CPG Sell Sheets

What is a CPG sell sheet?

A CPG sell sheet is a one-page marketing document that presents product information to wholesale buyers and retailers. It combines storytelling elements on the front (brand story, lifestyle imagery, consumer proof points) with detailed business specifications on the back (product details, case information, ordering data). For DTC brands expanding into retail, sell sheets translate online success into wholesale credibility by demonstrating operational readiness and market demand.

What should never be included on a sell sheet?

Never include wholesale or distributor pricing on your sell sheet. Pricing should remain confidential and be shared verbally only with qualified buyers who have demonstrated genuine purchase intent. Including pricing on sell sheets can lead to price transparency issues, competitive intelligence gathering, and loss of negotiating leverage with different buyer types.

How is a sell sheet different from DTC marketing materials?

Sell sheets focus on business-to-business decision making rather than consumer emotions. While DTC materials emphasize lifestyle benefits and individual purchase decisions, sell sheets must demonstrate supply chain reliability, profit margins, shelf-life considerations, and operational scalability. The audience is professional buyers making calculated business decisions about shelf space allocation and inventory investment.

What information do retail buyers need on a sell sheet?

Retail buyers need comprehensive product specifications including exact product names, UPC codes, net weights, case counts, suggested retail pricing, shelf life parameters, and storage requirements. They also require operational details like minimum order quantities, case dimensions, pallet configurations, and distribution partner information. Additionally, buyers want proof of consumer demand through sales metrics, reviews, and market validation.

How long should a CPG sell sheet be?

A CPG sell sheet should be exactly one page, designed for 8.5" x 11" format. If you have 1-8 SKUs, one page is sufficient. For more SKUs, consider using legal size (8.5" x 14") or create separate sell sheets for different product lines or channels. The key is fitting all essential information without overwhelming the buyer or requiring them to flip through multiple pages during presentations.

When should DTC brands create sell sheets?

DTC brands should create sell sheets when they're ready to expand into wholesale or retail distribution. This typically happens after establishing consistent online sales, proven product-market fit, reliable supply chain operations, and sufficient capital to support wholesale order minimums. Sell sheets are essential for trade shows, buyer meetings, distributor presentations, and retail expansion conversations.

What's the difference between sell sheets for different retail channels?

Independent and specialty retail sell sheets emphasize brand story and consumer demand proof. Regional and national chain sell sheets focus on operational scalability, supply reliability, and category performance data. Foodservice sell sheets highlight unit economics, serving yields, and preparation requirements. Each channel requires different information depth and operational proof points based on their specific business models and buyer priorities.

How do you measure sell sheet effectiveness?

Measure sell sheet effectiveness through lead generation metrics (trade show inquiries, follow-up requests), conversion rates (meetings to orders), and operational efficiency (reduced explanation time, faster buyer decisions). Track booth traffic increases, inquiry quality improvements, and time reduction from first contact to initial orders. Effective sell sheets should decrease sales cycle length while increasing order conversion rates.

What common sell sheet mistakes should be avoided?

Common mistakes include information overload with too many product attributes, using generic templates that don't differentiate your brand, including outdated specifications or certifications, missing clear contact information for follow-up, and using consumer-focused language instead of business-focused messaging. Also avoid cluttered design, low-resolution images, and failing to demonstrate operational readiness for wholesale distribution.

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<section class="faq-section">

 <h2>Frequently Asked Questions About CPG Sell Sheets</h2>

 <div class="faq-item">

   <h3>What is a CPG sell sheet?</h3>

   <p>A CPG sell sheet is a one-page marketing document that presents product information to wholesale buyers and retailers. It combines storytelling elements on the front (brand story, lifestyle imagery, consumer proof points) with detailed business specifications on the back (product details, case information, ordering data). For DTC brands expanding into retail, sell sheets translate online success into wholesale credibility by demonstrating operational readiness and market demand.</p>

 </div>

 <div class="faq-item">

   <h3>What should never be included on a sell sheet?</h3>

   <p>Never include wholesale or distributor pricing on your sell sheet. Pricing should remain confidential and be shared verbally only with qualified buyers who have demonstrated genuine purchase intent. Including pricing on sell sheets can lead to price transparency issues, competitive intelligence gathering, and loss of negotiating leverage with different buyer types.</p>

 </div>

 <div class="faq-item">

   <h3>How is a sell sheet different from DTC marketing materials?</h3>

   <p>Sell sheets focus on business-to-business decision making rather than consumer emotions. While DTC materials emphasize lifestyle benefits and individual purchase decisions, sell sheets must demonstrate supply chain reliability, profit margins, shelf-life considerations, and operational scalability. The audience is professional buyers making calculated business decisions about shelf space allocation and inventory investment.</p>

 </div>

 <div class="faq-item">

   <h3>What information do retail buyers need on a sell sheet?</h3>

   <p>Retail buyers need comprehensive product specifications including exact product names, UPC codes, net weights, case counts, suggested retail pricing, shelf life parameters, and storage requirements. They also require operational details like minimum order quantities, case dimensions, pallet configurations, and distribution partner information. Additionally, buyers want proof of consumer demand through sales metrics, reviews, and market validation.</p>

 </div>

 <div class="faq-item">

   <h3>How long should a CPG sell sheet be?</h3>

   <p>A CPG sell sheet should be exactly one page, designed for 8.5\" x 11\" format. If you have 1-8 SKUs, one page is sufficient. For more SKUs, consider using legal size (8.5\" x 14\") or create separate sell sheets for different product lines or channels. The key is fitting all essential information without overwhelming the buyer or requiring them to flip through multiple pages during presentations.</p>

 </div>

 <div class="faq-item">

   <h3>When should DTC brands create sell sheets?</h3>

   <p>DTC brands should create sell sheets when they're ready to expand into wholesale or retail distribution. This typically happens after establishing consistent online sales, proven product-market fit, reliable supply chain operations, and sufficient capital to support wholesale order minimums. Sell sheets are essential for trade shows, buyer meetings, distributor presentations, and retail expansion conversations.</p>

 </div>

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