Charming Trim is growing, and we’re excited to welcome our newest team member: John Beilfuss. As our new VP of Sales, John brings nearly 30 years of sales experience — including extensive time in the printing and RFID industry, along with the trim and packaging space. His deep understanding of the industry’s challenges and opportunities, combined with his firsthand experience in sales, makes him a great addition to the team.

I had the chance to sit down with John to learn more about his vision for Charming Trim. He’s stepping into this leadership role with a clear focus: refining the sales team’s approach while leveraging individual strengths. Here are five key takeaways from our conversation.

1. Sales is about problem-solving — not about pushing products

John sees sales calls as opportunities to find solutions. Rather than approaching prospects through the lens of a salesperson, he prioritizes showing up as a problem-solver. 

“Prospects are coming to you because they need help,” John shared. “They need the best solution they can get for what they can afford — so you’re there to provide the right solution for their issue.”

He pointed out that, when you take on the role of a problem-solver, it’s easier to develop strong, trustworthy relationships with your prospects and customers. Real relationships like those John fosters will pay dividends over time for you and the customer. 

2. Listen first

Similarly, John emphasized that the key action a salesperson should be taking in a call isn’t selling. It’s listening.

“A lot of salespeople — especially those who are newer to the industry — focus on pitching instead of listening,” John explained. “They can accidentally jump down entire tangents that don’t relate to the customers’ needs, solely because they weren’t participating as listeners.” 

When you spend that extra minute to really hear your prospects, you can tailor your response to their exact needs. 

“Slow down, ask better questions, and the right business will follow.”

3. Lean into the different strengths of your sales team

John’s plan for the first few weeks of his new job isn’t an aggressive overhaul. In fact, it’s just like his sales call approach: focused on listening. He wants to get to know each individual on the sales team — what they’re great at and where they need support — so he can lead the team in the most effective way.

He broke it down simply for me:

“In sales, you’ve got hunters and farmers. Hunters are great at opening doors, but struggle with the follow-up. Farmers build strong relationships, but may hesitate on the first outreach. The key to a great sales team is balancing those strengths instead of forcing everyone into the same mold.”

4. The fundamentals of sales haven’t changed

While some sales practices have evolved over time, the basics of effective sales haven't changed. I asked John for his favorite book, and he cited the classic How to Win Friends and Influence People, which was originally published in 1936 — nearly a century ago!

“Sales is about people,” he said. “No matter how much we automate or optimize, relationships still matter.”

He also emphasized the importance of a sales process. All great sales teams have a process to consistently cultivate deep relationships with prospects who can truly gain from the organization’s offerings. 

“What goals do we have? How are we going to manage the pipeline? How do we make sure we’re targeting the right people? These are key questions I’m looking to answer in the early days of my new role.”

5. Adapt to your market

While the fundamentals of selling haven’t changed, a great salesperson needs to be able to adapt. John cited that, in the trim and packaging industry, selling isn’t a one-and-done process. Customers include both brands and their manufacturers, so salespeople need to be able to tailor their efforts for each stakeholder in the process.

“In our industry, you sell at the brand level first. But then you have to sell again at the factory level, making sure the vendor actually implements it. If you don’t close both sides, the deal doesn’t happen,” John said.

John also cited Darwin’s iconic quote.

"It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”

It’s not the “three martini lunch, buddy-buddy thing” anymore, as John playfully said. Salespeople need to make relationships while also delivering technical answers and building credibility on a consistent basis.

What’s next?

John’s first 90 days at Charming Trim will focus on evaluating the team and refining the sales process so the entire company can start increasing momentum.

“The goal is to get everyone moving in the same direction,” he said. With his experience — and his focus on listening first — he’s ready to make that happen.

If you’d like to learn more about how Charming Trim can answer your sustainability, label, and packaging problems — we’d would love to lend an ear. Reach out to our team with your questions here.