How to Create a Killer Story for Your Top-to-Top Meeting with Retailers
Top-to-top meetings with retailers are high-stakes. You have a limited window to align on a joint strategy, build credibility, and secure buy-in. And yet, so many of these meetings turn into a sales pitch disguised as a strategy discussion.
Retailers don’t want a product catalog. They want a story—one that addresses their challenges, presents a solution, and makes them feel confident moving forward.
That’s where the SCQA (Situation, Complication, Question, Answer) framework comes in. Used by top consulting firms like Bain and McKinsey, this simple but powerful approach can help you identify the right solutions and structure your narrative in a way that resonates.
The Mistake Most CPG Sales Leaders Make
We see it all the time. Sales teams put together their slides and lead with products—as if listing their hero SKUs will convince retailers to get on board.
The problem? Retailers don’t think that way.
They’re focused on their shoppers and their business priorities—whether that’s attracting younger consumers, investing in health-forward categories, or delivering value in an inflationary world.
The key to a successful top-to-top meeting? Make it about the retailers. Frame the conversation around their world, their challenges, and their opportunities. Then—and only then—position your solution as the answer.
A Smarter Way to Structure Your Story
Here’s how the SCQA storytelling works
- Situation: For your presentation, start with what’s happening in the market. E.g., macro, consumer/shopper trends, category performance. Keep it short. You’re not here to tell them what they already know—you’re setting the stage.
- Complication: Identify the specific challenges or opportunities this retailer is facing. Why should they care? What’s the real problem they need to solve?
- Question: Frame the challenge as a focused question. This forces clarity and makes the conversation feel more like a partnership than a pitch. (Example question: How can my CPG Co. partner with Retailer to win back market share in this category?)
- Answer: Now, present your strategy—the multi-year plan that directly addresses the question. In your presentation, this is where you spend most of your time.
When done right, SCQA makes your solution feel inevitable—not just another idea, but the logical next step.
Note: The S, C and Q portions of your story shouldn’t take more than 15-20% of your meeting time (or # slides). You will spend the bulk covering A, i.e., your answers. However, the SCQ setup, when done well, increases odds of your answers (solutions) receiving strong buy-in.
Top to Top Goal: CPG Company Seeks to Partner with Retailer X to Deliver $$ Million in Incremental Retailer Sales
Turning the SCQA framework into a Story Presentation for a Top to Top Meeting
How This Worked in Real Life
We worked with a CPG company in the dairy category preparing for a top-to-top meeting with a major national grocery chain.
They had zero slides when we started. Instead of rushing into solutions, we forced them to slow down—to first get clear on the Situation, Complication, and Question.
It wasn’t easy. And that’s the magic. So many teams start solving the wrong problems.
But once they nailed the SCQ, their five-pillar strategy practically built itself. The result? An aligned $10M+ (incr. retail sales) 3-year joint business plan with the Retailer.
Why did it work? Because the retailer understood the why before hearing the how. The strategy didn’t feel like a sales pitch—it felt like a solution tailored to their opportunity.
And now, months later, the strategy is still holding up. They’re making tweaks, but the high-level plan remains intact—proof that a well-structured story stands the test of time.
Don’t Forget: How You Present the Story Matters
The best story in the world falls flat if the slides are overwhelming, cluttered, or hard to follow.
That’s why great storytelling needs great design.
The best top-to-top presentations:
1 Look polished and professional
2 Feature engaging, modern visuals
3 Use elevated data visualization
4 Have one message per slide (simple, clear, no clutter)
Your presentation should make you look like a strategic partner, not just another vendor. We can’t share real top to tops of our clients but you can see ‘public’ examples of relatable work here.
Bringing It All Together
If you want to nail your next top-to-top meeting, it’s not about selling more products. It’s about telling a story—one that’s structured the right way and packaged into a visually compelling presentation.
SCQA helps frame the why. A well-crafted presentation makes the ‘how’ stand out.
When you get both right, big things happen.
Learn More About OUTKREATE's Sales, CatMan & Insights Solutions
OUTKREATE developes retailer-facing presentations for top CPG Cat Man & Insights teams, equipping them for success — be it Top to Tops, Innovation Selling Stories, Line Reviews & JBPs, and more.
Thinking of UPGRADING your Retailer-facing Presentation?
Start by scheduling a no-obligation assessment today
How does your Presentation measure up?
Do you have a major event or a high-stakes meeting coming up? Do you need a sharp narrative and bold design?
Let's connect and we can take a closer look at your presentations. We'll share with you actionable ideas along with real examples that you can apply to improve odds of success.