Start with the buyer’s problem, not your products.

We recently worked with a CPG team preparing for a high-stakes Line Review with a major retailer. They had a strategic relationship with the buyer and a leading brand in the category, which helped. But even if that weren’t true, our thinking still applies. The first question we posed: what’s the one category problem this buyer cares about most, and can we build the Line Review around solving it?

We didn’t dive into new products or the deck itself. Most CPGs are very good at that part. What we’ve noticed across multiple situations: Sales teams fall short because their Line Review story misses a retailer or category-first lens, and the meeting feels like a selling session from the get-go.

A Line Review should answer three questions for the buyer.

What’s really happening in the category and with shoppers? What’s the biggest problem or opportunity to focus on? And how do you grow the category profitably together? Everything else supports those answers.

We unpack how to answer these by building your story with a simple framework: Situation, Problem, Solution, Next Steps.

Check out the Strawman deck below. It’s not meant to be copied slide for slide, but it’s a strong starting point to improve your odds.

➤ For a detailed “how-to”, visit our article here.