Alli Ball

SALES BAD-A$$

Live — July 21 – August 14, 2026

4 weeks to become the confident, easygoing salesperson your packaged product brand deserves — without faking it, hiding your authenticity, or feeling pushy.

Yes! Save My Spot.

You don't have a business unless you do sales. And that can be really painful if you started your biz because of your passion, not because you wanted to pitch, post, follow up, and circle back every week.

But as a packaged products founder - your job is to get your product in the hands of people who want it, need it, and are looking for something just like it.

(Plus - it's the only way to take shelf space BACK from big corporations - if you want to diversify our shelves, change up the products we use in our homes, and put money BACK into your local economy… you gotta step up)

That doesn't happen until you're fully confident selling — week in and week out.

I get it.

You started this brand because you're passionate about your product line, not because you wanted to sell. So every Monday rolls around and the follow-up email you've been meaning to send for three weeks still sits in your drafts folder.

You know what you're supposed to do. You've listened to the industry podcasts on how to pitch. You took a marketing course on Instagram. You've gone to countless webinars on getting into Whole Foods. You scroll Industry Slack channels, and follow other founders' stories on LinkedIn.

You have more information about how to grow a CPG brand than most people who've been in this industry for ages.

And yet… you still close your laptop or mindlessly scroll when it's time to actually sell.

You know how you want to walk into a buyer meeting feeling like you own the room - clear on your numbers, confident in your story, knowing exactly what it will take to get the YES?

...But instead

you spend the drive over convincing yourself they're probably not the right account anyway, or that they're just gonna say "you're too expensive" yet again.

You know how you want to be the founder who makes posting on Instagram, asking people to purchase, look so easy? No begging, no over-explaining, no "sorry to bother you" energy - just: here's what I made, here's why it's amazing, go buy it.

...But instead

you rewrite the caption six times and then default to posting a product photo with zero CTA instead.

You know how you want to walk up to your dream buyer at Expo West, hand them your sell sheet, and feel proud doing it?

...But instead

you spend most of the show analyzing other people's booths, pretending to scroll your phone in the corner, and telling yourself you'll put yourself out there at the networking event later? (which... you're too tired to attend).

You know you're good at this and have a story that inspires. You know your product is GREAT. You know sales is the one thing that makes all the other work matter.

AND... you are still not doing it consistently.

Sales Bad-A$$ makes selling feel easy, doable, and natural - so that doing the very thing your brand needs the most actually feels FUN.

Save my spot! I'm in!

Enrollment open through Tuesday, July 21. Sales Bad-A$$ runs July 21 - Aug 14.

Here's what I saw for years as a wholesale buyer.

Alli Ball, founder of Food Biz Wiz, in a grocery store aisle

I was the Head of Grocery at Bi-Rite Market in San Francisco - one of the most sought-after stores in the country for independent brands. Founders would drop off samples in brown kraft bags with business cards stapled to the outside, left voicemails, and send sales emails, begging me to carry them.

Most of them had extraordinary products. But so many of those brands never made it to the shelf - not because the product wasn't ready, but because the founder wasn't ready to actively SELL me on it.

They'd wait for me to reach out after dropping off samples. They'd apologize for following up when I was too busy to email back. They'd undersell the thing they'd spent two years building because they didn't want to seem like they were bothering me.

Meanwhile, I'd watch the sales reps from the big corporations walk in with their decks and their data and their perfectly rehearsed pitch, and I'd say yes to them.

Not because I didn't WANT to support small brands - but I was an overworked, exhausted buyer who said yes to the easiest, most convenient option in front of me.

80%
of the products on grocery store shelves in the US are owned by just five major corporations.

Source: The Guardian and Food & Water Watch

Those corporations have marketing teams, sales teams, broker networks, distributor relationships, and decades of buyer data. They have every resource you don't.

And that sucks. But...

What they don't have is you.

They don't have a founder who started this brand because they actually needed it, believed in it, or wanted to solve a real problem for real people. They don't have someone who can walk into a buyer meeting and tell the whole story - passionately explaining why this product exists, who it's for, what it means.

This is your superpower that the big corporations just don't have - and you're leaving it on the table.

When you don't sell your product, the big brands win. Simply because you aren't even trying to compete.

Diverse shelves are consciously made. Diverse pantries happen because consumers make choices about what brands they'll buy. This all happens because founders step up and SELL.

That's the industry I want to live in - and I invite you to join me.

Yes, I'm in!

Sales Bad-A$$ enrollment open until Tuesday, July 21st. Program runs July 21 - Aug 14.

Your brand - your specific brand, the one you built, the one you believe in - deserves for you to be its best salesperson.

So what is it, exactly?

Sales Bad-A$$ is four weeks of live sales confidence work for food, beverage, pet, wellness, supplement, and health and beauty founders who are done letting fear get in the way of their revenue.

Done letting the fear of being annoying, disingenuous, or "who does she even think she is to sell in THIS economy?!" impact their revenue, and their big biz dreams.

Food founder showing off her products
This is not a course on the nitty gritty of how to pitch your product - we do that deep strategy work in Retail Ready®.

This is the confidence work that is critical to your sales success. You can know exactly WHAT to do, but unless you believe in yourself and your ability to be a badass at sales... there will always be another fire to put out instead of actively doing the MOST important work in your biz: sales.

You'll walk into September pitching buyers with confidence, posting on Instagram without overthinking, sending follow-ups without apology, and selling your product the way it needs - and deserves - to be sold. That's the work we're doing together.

I need this!

Enrollment is open thru Tuesday, July 21!

How it works

📅
4 live workshops on Tuesdays, 1-2 PM PST / 4-5 PM EST July 21 + 28, August 4 + 11
🎯
2 bonus group coaching calls on Fridays, 10-11:30 AM PST / 1-2:30 PM EST July 31 + August 14
🎧
Join live or catch the replay - all sessions available on your private podcast feed
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Grocery store shelves with packaged products

What you get

The biz-changing tools you'll get inside Sales Bad-A$$:

💪

4 x 60-Minute Live Workshops

Go from sales avoidant to Sales Bad-A$$ before September - live, with Alli coaching you through every shift.

🎯

2 x 90-Minute Live Group Q&A Coaching Calls

Work through your stickiest challenges around putting yourself out there and asking for the sale so you get & stay in momentum, fast.

🎧

Confident Sales Private Podcast Feed

Every replay plus bonus tracks - listen on a walk, on the beach, in the car, on vacation… without obligation to show up live during the summer.

🎙️

Bonus Founder Story Episodes

Private podcast episodes highlighting packaged product founders who made this shift - scared of selling to hitting their biggest revenue goals without 6-figure marketing budgets, brokers, or burning out.

⚡

Weekly Momentum Moves

One easy, 10-minute action per week to put what you're learning into practice - without adding more tasks to your busy schedule.

🔓

Includes lifetime access to every Sales Bad-A$$ tool, replay, and resource.

OMG Sign Me Up!

Enrollment is open through Tuesday, July 21.

Sales Bad-A$$ runs July 21 - Aug 14th.

The 4-week framework

How to Become a Sales Bad-A$$

Week 1

Good News: Everything You Know About Sales Is Wrong!

Sure, you've heard "sales is service" before and it sounds nice on paper but hard in practice.

You know you've got to do sales, but there's an underlying story about why you can't, shouldn't, or aren't able to do the very thing your brand needs the most.

Week One is where this story shifts - from the bootstrapped, passionate-but-struggling founder - to the confident, clear, badass salesperson who OWNS every pitch, trusts yourself enough to follow up, and truly, truly believes you have what it takes to make this biz the real deal.

You'll leave this week truly believing that selling your product IS the most values-aligned thing you can do for your brand - and with a crystal clear roadmap on what it's going to take to get there.

Week 2

Move Aside, Sales Saboteur!

Identify and tame your inner voice that keeps you stuck, saying, "You shouldn't post about your product when there's a WAR going on…" or "I'm too new for that buyer to even consider me…" or "if they wanted to bring me in they would have followed up by now…"

In Week 2 we name it, understand why it's there, and learn how to move forward anyway.

You'll leave this week knowing the exact voice that shuts down your sales actions before it even starts - and how to hear it, acknowledge it, and decide how you want to move forward.

Week 3

The Rule Breaker: Trust Your Authentic Sales Style

You don't actually have to cold-call anyone. You do not have to post on TikTok. You don't have to go to trade shows, or do demos, or run a Black Friday sale. You get to do sales, your way.

Week 3 is where you figure out what selling looks like when it's built around how you actually work, and commit to the version of sales you'll actually do. If you've built a sales plan that you secretly dread - you're going to find every excuse possible to avoid doing it - and that changes in week 3 as you give yourself permission to sell in a way that lights YOU up.

You'll leave this week with your Love It / Leave It sales list - and actual permission to build a sales strategy that fits you, your goals, and your style of showing up in the world.

Week 4

The HELL YES Formula

Every sales convo, every buyer meeting, every Pitch Slam, every Instagram post asking people to buy has a formula for getting the HELL YES.

Week 4 is where you understand exactly why a Buyer says YES, and what it means when you hear a NO (or never hear back in the first place!). Once you're clear on the HELL YES Formula, you'll see every sales conversation differently, knowing exactly what it takes to get the sale. Plus, you'll identify what skills, support, resources, and next steps you need to fully become a Sales Bad-A$$ for the rest of 2026.

You'll leave this week fully confident in what it will take to walk into every conversation with complete confidence to close the sale - and a success plan to get you there.

yes! save my spot!

Join by Tuesday, July 21st!

Sales Bad-A$$ runs July 21 - Aug 14.

Meet your coach

Hi, I'm Alli Ball - and I'm living proof that selling your product with full confidence, without compromising on your values, is completely possible.

After years as a wholesale buyer, including as Head of Grocery at Bi-Rite Market in San Francisco, I've helped over 3,500 emerging brands sell more than $1 BILLION, combined, in our Retail Ready® sales program.

I'm also a certified CPCC Leadership Coach, accredited by the world's leading coaching organization. I've coached new, 6, 7, and 8-figure founders on sales and leadership strategies for the past 17 years.

Alli Ball, founder of Food Biz Wiz and host of the Food Biz Wiz Podcast

And - just like you - I've had to learn how to show up and sell Retail Ready® week in and week out in order to get 3,500 brands to join us. I've learned to quiet the voice that tells me it's inappropriate to sell during a pandemic, that I'm not qualified to run a 7-figure program, that no one wants to buy a digital course when they're so busy, that I'm bothering people when I send 3 sales emails on the last day of open enrollment.

Inside Retail Ready®, I've watched founders with extraordinary products lose shelf space to brands that were simply more willing to show up and ask for the sale.

I've watched founders who thought they'd never be "sales people" become the best salesperson their brand has ever had.

The most important thing I teach isn't whether you should sell DTC or wholesale, or whether it's worth it to be on RangeMe, or what subject lines to use in your sales emails.

It's that the founders who win are the ones who've decided their brand deserves for them to sell it.

That decision is what we're making this summer.

join sales bad-A$$ now!

Join by Tues, July 21 for only $99.

Sales Bad-A$$ runs July 21 - Aug 14.

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What founders are saying

Real results from real founders.

Priya, Anar Gourmet

"

After working with Alli, I value my time more - which translates to feeling comfortable about increasing the price of my products. I feel more confident and now feel like I don't have to take on opportunities if they don't align with my strategy.

Priya

Anar Gourmet

CL, Frozen Brand

"

We had been dealing with pretty consistent buyer "Nos" and were starting to wonder if we were missing something large in our pitch. After working with Alli, we got the answer we needed to give us the confidence on how to turn that No around - and when to understand that sometimes a No is just a not yet. That has been such a game changer for us as we scale.

CL

Frozen Brand

Amber, Daddy's Gourmet

"

Before Retail Ready®, I felt like I was guessing at everything. Now I have the confidence (and the tools) to show up professionally, build relationships with buyers, and actually enjoy the process of growing my brand.

Amber

Daddy's Gourmet

Alli Ball at a CPG event

Your investment

Lifetime access to everything inside Sales Bad-A$$:

  • ✅

    4 x live, 60-minute workshops for shifting from "ughhh I don't want to have to actually DO sales" to "OMG I can't wait to win over this account!"

  • ✅

    2 x live, 90-minute Q&A Coaching Calls for rapid problem solving and sales strategies to get you moving fast

  • ✅

    Sales Confidence Private Podcast Feed for taking all the workshops, plus bonus interviews with packaged product founders who are doing sales their OWN way, and extra resources from Alli, on-the-go this summer

$1,999 → $99

Six live calls and bonus resources from Alli cost over $1,999 1:1 - and she's not taking new 1:1 clients until 2027.

So why are we doing this for $99?

Because it's time for a MOVEMENT of Bad-A$$ biz owners who are ready to take up more shelf space, circulate money back into your local economy, build the funds to hire a team, and have the confidence to hit your biggest sales goals this year.

READY TO BECOME A SALES BAD-A$$?

Drop your information below to join us.

Join the movement

Because this mission is so important to me, I want you to come for free.

When you register and invite your fellow founders, you'll get $50 back for everyone who joins you. This means if you bring just one or two people, you get your ticket for free.

This is my way of saying thank you for helping us get as many emerging, values-aligned brands in the room.

I have a big goal of helping 1,000 brands become sales badasses this year, and I can't do it without your help.

yes! i'm here for this mission!

All the details on how to invite your friends and get credit when they join will be on the thank you page after you sign up!

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Got questions?

FAQs

Absolutely! If you hesitate before posting on IG, asking people to buy your product, or you second-guess yourself before sending a newsletter with a seasonal sale, or you freeze up at the farmers market when someone asks about pricing - this is for you. Sales confidence matters regardless of where you sell.

OMG yes pls. I wish every brand started with these foundations. Getting your relationship with selling right before you launch means you'll actually pitch when it counts.

Happy to have you! If you sell anything to anyone, you will benefit from this. Sales confidence is sales confidence, whatever you're selling.

Yes. Inside Retail Ready we've worked with close to 3,500 brands across food, beverage, pet, wellness, supplements, health and beauty, refrigerated, short shelf life, and direct-to-consumer. This workshop is for you, regardless of category.

Yes. No matter what category or what country you're tuning in from, you're welcome. Sales confidence is universal.

Every workshop goes straight to your Confident Sales private podcast feed within 24 hours. You can listen on your phone, in your car, at the gym - wherever works. You'll still do the work; you'll just do it on your schedule.

Each workshop is one hour. Your Momentum Move each week takes about 10 minutes. All in, you're looking at less than 90 minutes a week. The four weeks of sales confidence work is designed to fit in while you're running a business, the kids being home from school, or even going on a vacation.

Because this is a live program and materials go out immediately upon enrollment, we don't offer refunds after purchase. If you have questions before enrolling, email us at hi@alliball.com.

4 live workshops on Tuesdays from 1-2 PM PST / 4-5 PM EST (July 21 + 28, August 4 + 11) plus bonus coaching calls on Friday, July 31 and Friday, August 14 from 10-11:30 AM PST / 1-2:30 PM EST. Join live or catch the replay.

Join before tues, july 21!

Sales Bad-A$$ runs July 21 – August 14, 2026