Show Them the Negotiator They're Buying: Your CPG Offer Negotiation Playbook
𝗧𝗵𝗲𝘆 𝗝𝘂𝘀𝘁 𝗢𝗳𝗳𝗲𝗿𝗲𝗱 𝗬𝗼𝘂 𝘁𝗵𝗲 𝗝𝗼𝗯. 𝗡𝗼𝘄 𝗦𝗵𝗼𝘄 𝗧𝗵𝗲𝗺 𝘁𝗵𝗲 𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗼𝗿 𝗧𝗵𝗲𝘆'𝗿𝗲 𝗕𝘂𝘆𝗶𝗻𝗴.
"We'd like to offer you the Director position."
My client—15 years at Kraft, managed $200M P&L—almost said yes on the spot.
"Wait," I told her. "They're not just hiring a director. They're hiring someone who'll negotiate with Vendors and Customers. Show them how you negotiate NOW."
What happened next turned a mediocre offer into a package worth $40K more.
And proved she was exactly who they needed.
𝗧𝗵𝗲 𝗧𝗿𝘂𝘁𝗵 𝗔𝗯𝗼𝘂𝘁 𝗖𝗣𝗚 𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗼𝗻
Every CPG role involves negotiation:
• Fighting for shelf space
• Defending pricing with retailers
• Securing marketing budgets
• Managing vendor contracts
Yet when it comes to our own offers, we want to fold like a cheap suit.
𝗬𝗼𝘂𝗿 𝗼𝗳𝗳𝗲𝗿 𝗻𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗼𝗻 𝗶𝘀 𝘆𝗼𝘂𝗿 𝗳𝗶𝗿𝘀𝘁 𝗱𝗲𝗺𝗼𝗻𝘀𝘁𝗿𝗮𝘁𝗶𝗼𝗻 𝗼𝗳 𝘃𝗮𝗹𝘂𝗲.
Here's your playbook for showing them the negotiator they're buying.
𝗦𝘁𝗲𝗽 𝟭: 𝗧𝗵𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗣𝗮𝘂𝘀𝗲 (𝗝𝘂𝘀𝘁 𝗟𝗶𝗸𝗲 𝗪𝗶𝘁𝗵 𝗥𝗲𝘁𝗮𝗶𝗹𝗲𝗿𝘀)
When Target says "We need a 15% price reduction," you don't say yes immediately. Neither should you here.
Their offer: "We'd like to offer you the position at $125K"
Your response: "Thank you so much! I'm really excited about the opportunity to drive the Walmart business. Could you send that to me in writing so I can review all the details?"
Notice: You showed enthusiasm (relationship matters) while creating space to strategize (just like you would with any major negotiation).
𝗦𝘁𝗲𝗽 𝟮: 𝗚𝗮𝘁𝗵𝗲𝗿 𝗜𝗻𝘁𝗲𝗹 (𝗬𝗼𝘂𝗿 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗥𝗲𝘃𝗶𝗲𝘄)
Before any retailer negotiation, you analyze:
• Their objectives
• Budget constraints
• Competitive landscape
• Win-win opportunities
Do the same here. Schedule a call:
"I'm excited about this opportunity and have a few questions to ensure I fully understand how I can deliver maximum impact from day one."
Then investigate like you're prepping for a buyer meeting:
• Bonus structure (guaranteed vs. performance)
• Benefits timing (when does coverage start?)
• Flexibility options (remote work = life balance = better performance)
• Growth trajectory (when's the next review?)
𝗦𝘁𝗲𝗽 𝟯: 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝗬𝗼𝘂𝗿 𝗩𝗮𝗹𝘂𝗲 (𝗬𝗼𝘂𝗿 𝗦𝗲𝗹𝗹-𝗜𝗻 𝗦𝘁𝗼𝗿𝘆)
When you pitch Kroger, you don't say "We need more shelf space." You show ROI.
Same principle:
"As the team needs leadership who will expand the Costco business and grow share at Walmart —I will ensure the profitability grows at both customers delivering incremental bottom line impact. Based on the impact I will make, I'd like to discuss a base salary of $150K."
You just showed them:
• You negotiate with data, not emotion
• You tie asks to value delivered
• You think win-win
Exactly what they need for retailer negotiations.
𝗦𝘁𝗲𝗽 𝟰: 𝗧𝗵𝗲 𝗖𝗼𝘂𝗻𝘁𝗲𝗿 (𝗬𝗼𝘂𝗿 𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗼𝗻 𝗦𝗸𝗶𝗹𝗹𝘀 𝗟𝗶𝘃𝗲)
They'll push back. Just like retailers do.
Them: "That's above our budget"
You: "I understand budget constraints—I manage them daily with retailers. Let's explore creative solutions. What flexibility do we have on signing bonus, equity, or performance incentives? At ConAgra, I structured similar win-win deals that worked within constraints."
You just demonstrated:
• Composure under pressure
• Creative problem-solving
• Collaborative approach
The exact skills they need for those Walmart line reviews.
𝗦𝘁𝗲𝗽 𝟱: 𝗧𝗵𝗲 𝗣𝗮𝗰𝗸𝗮𝗴𝗲 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻 (𝗬𝗼𝘂𝗿 𝗧𝗼𝘁𝗮𝗹 𝗩𝗮𝗹𝘂𝗲 𝗦𝘁𝗼𝗿𝘆)
Just like building retailer programs, think total value:
*"Similar to how we structure retailer partnerships, let's look at the total value equation. Beyond base salary, I'd like to discuss:
• Signing bonus (helps me start strong)
• Remote flexibility (saves commute time = more selling time)
• Accelerated review (proves pay-for-performance)
• Professional development (keeps me sharp for negotiations)"*
My client's final package:
• Base: $145K (up from $125K)
• Signing bonus: $15K
• Every Friday remote
• 6-month review with raise opportunity
• $5K annual development budget
Total first-year value: $40K above initial offer.
𝗧𝗵𝗲 𝗕𝗿𝗶𝗹𝗹𝗶𝗮𝗻𝘁 𝗧𝘄𝗶𝘀𝘁
Three months into the role, her boss told her:
"Your offer negotiation actually sealed the deal for us. We needed someone who could push back professionally on customers. You showed us exactly that skill."
She didn't just negotiate a better package.
She demonstrated why she was worth it.
𝗧𝗵𝗲 𝗠𝗶𝗻𝗱𝘀𝗲𝘁 𝗦𝗵𝗶𝗳𝘁
Stop thinking: "I don't want to seem difficult"
Start thinking: "I'm showing them my professional negotiation skills"
Stop worrying: "What if they say no?"
Start knowing: "Every retailer says no first—that's where negotiation begins"
Stop believing: "I should just be grateful"
Start demonstrating: "I'm the negotiator who'll protect your margins"
𝗬𝗼𝘂𝗿 𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗼𝗻 𝗗𝗲𝗺𝗼
Next time an offer comes, remember:
They're not just hiring your experience. They're hiring your ability to:
• Navigate tough conversations
• Create win-win solutions
• Stand firm while staying collaborative
• Optimize value for all parties
𝗬𝗼𝘂𝗿 𝗼𝗳𝗳𝗲𝗿 𝗻𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗼𝗻 𝗶𝘀 𝘆𝗼𝘂𝗿 𝗳𝗶𝗿𝘀𝘁 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝗮𝗯𝗹𝗲.
Make it count.
𝗧𝗵𝗲 𝗕𝗼𝘁𝘁𝗼𝗺 𝗟𝗶𝗻𝗲
The same skills that help you win throughout your career will help you win your worth.
The company that pulls an offer because you negotiated professionally? They just showed you they don't value the very skills they claim to need.
My client who "showed them the negotiator they were buying"?
She's now VP of Sales, managing the entire Walmart team. Her first year, she negotiated $12M in incremental support.
They got exactly what they paid for—a skilled negotiator who knows her worth.
𝗬𝗼𝘂𝗿 𝗺𝗼𝘃𝗲: What negotiation skills have you used throughout your career that you could apply to your next offer?
Let's work together! Schedule a call to learn how we can negotiate what you are worth.
Here's my calendar to find a time that works for you.
