Expanding into new markets shouldn’t require full-time CPG sales hires you’re not ready to commit to. That’s the logic more CPG brands are starting to embrace—especially those looking to scale quickly, test new geographies, or stay lean while demand grows.
Hiring full-time sales reps in every state sounds ideal until you consider the time, cost, and risk. That’s why many CPG founders are shifting toward a more agile approach: using fractional sales talent to get boots on the ground without weighing down the org chart.
Here’s how it works—and how you can launch in multiple states at once without the pressure of permanent headcount.
Why Full-Time Hiring Slows CPG Market Expansion
Hiring full-time employees in CPG takes time—often 30 to 60 days for each position. That’s before onboarding, training, and validating whether the rep can actually move product in that market.
Meanwhile, the window to gain retail traction or hit seasonal demand doesn’t wait. By contrast, contract hiring through a CPG sales recruiter or flexible staffing partner often takes 5 to 10 business days. That difference alone can mean the gap between hitting your quarterly revenue target—or missing shelf reset timelines entirely.
In short: if you’re waiting to make permanent hires before you test a market, you’re already behind.
The Case for Fractional Sales Talent in CPG
Fractional talent isn’t just for executives anymore. In field sales, part-time or project-based reps can deliver real impact—especially when assigned to a defined market with clear goals.
In a recent conversation, our team explored a scenario where a rep could “work themselves out of a job” by efficiently covering a limited number of ICP stores. In that case, the founder wasn’t wrong to ask: What happens after the territory is covered?
That’s the benefit of flexible sales staffing. You’re not locking in long-term salary. You’re contracting against a business outcome. And that lets you scale up (or down) based on store count, velocity, and strategic need.
Ace’s Model for Rapid Market Launches
At Ace, we’ve built a search-first approach to contract sales staffing. We don’t just dip into a generic bench—we run targeted searches for sales professionals who know the consumer packaged goods industry and can hit the ground running.
We do this through a co-employment model: these sales reps are W2 employees of Ace but function as embedded team members within your business. This keeps payroll off your books while giving you full control over execution.
It’s also fast. We can deploy experienced reps in new markets within 1–2 weeks—without burdening your SG&A or committing to long-term overhead.
And if a contractor proves to be a great fit? We support contract-to-perm transitions, giving you a low-risk path to long-term team building.
Realistic Scenarios: Launching in 6 States Without Full-Time Reps
Let’s say your goal is to expand into six new states this quarter. Here’s how a contract-based model works:
- Step 1: Prioritize markets with the most ICP store volume (e.g., Maryland with 600+ target accounts)
- Step 2: Tap pre-vetted sales talent in those regions to hit stores faster than a traditional hire
- Step 3: Structure rep scopes based on territory size and expected saturation
- Step 4: Test for 90 days, evaluate traction, and make decisions on conversion or rotation
This lets you test multiple markets simultaneously without hiring six full-time reps—and gives you the data to decide where to invest deeper.
Managing Motivation and Performance in Contract Sales Teams
One concern we often hear: “Won’t reps just slow down to extend their contract?”
The answer is no—when the structure is right.
That’s why we work with brands to layer in:
- Completion bonuses based on territory coverage or account wins
- Sales commissions tied to performance, just like a full-time role
- Continuity planning for top reps to take on new assignments after a contract ends
The result? Reps stay motivated, performance stays high, and you keep your options open.
When to Transition from Contract to Full-Time
If a contract CPG sales rep is consistently hitting targets, building account relationships, and showing long-term potential, that’s your signal.
We support smooth transitions to full-time through a contract-to-perm model. If we’ve recruited the rep, a one-time conversion fee applies. If you bring the rep and we simply act as employer-of-record, no conversion fee is charged.
Either way, you retain the flexibility to build your team on your terms—when the data backs it.
Rethink How You Grow Sales
Scaling your CPG brand doesn’t have to mean hiring six people just to test six states. The smartest brands we work with launch new markets using flexible, fractional sales talent. Then they scale headcount where the data proves it’s worth it.
If you’re looking to move faster, reduce risk, and grow smarter, let’s talk. Ace can help you build a leaner, more strategic sales model—without waiting for the perfect full-time hire.
