From Sales VP to Small Business Owner: Bringing Artisanal Foods to Retailers

Written By Feyi Alufohai

In this episode of Career Journals, we talk with Leslie, founder of Produits Artisanaux, a fine foods company dedicated to elevating artisanal food brands and connecting them with specialty food retailers. Leslie shares her career journey from excelling in corporate sales and eventually becoming a Sales VP, to making the leap into entrepreneurship.

She opens up about the skills she carried from the corporate world into her small business, the realities of running a food-based company, and the passion she has for being the “middle woman” helping local food brands find their place in grocery stores and markets.

Connect with Leslie

Steps to Get Into Corporate Sales

Earn a Bachelor’s Degree
While not always required, a degree in business, marketing, or communications can give you a strong foundation in sales strategy and relationship management.

Start in Entry-Level Sales Roles
Positions such as Sales Development Representative (SDR) or Business Development Representative (BDR) introduce you to prospecting, lead qualification, and pipeline building.

Build Industry Knowledge and a Track Record
Learning your product inside-out, understanding client needs, and consistently meeting sales targets will set you apart.

Advance into Account Management or Senior Sales Roles
Mid-level positions involve managing larger accounts, closing more complex deals, and developing stronger negotiation skills.

Move Into Leadership
Roles like Sales Director or Vice President require strategic planning, leading teams, and driving company revenue goals.

Steps to Get Into Small Business Ownership

Identify Your Niche and Passion
Leslie’s business focuses on artisanal food products and bridging the gap between small brands and retailers.

Leverage Your Experience and Network
Corporate sales skills, negotiation, relationship management, and market knowledge. Translate well into entrepreneurship.

Develop Partnerships
Build trust with both suppliers and buyers to create a reliable pipeline.

Be Ready for a Long-Term Investment
Most small businesses do not make a profit for the first few years. Earnings are often reinvested into hiring staff, expanding offerings, marketing, and other growth efforts.

Typical Job Titles Along the Way

Corporate Sales Path

  • Mid-Level: Senior Account Executive, Account Manager, Territory Manager

  • Senior-Level: Director of Sales, Vice President of Sales, Chief Revenue Officer (CRO)

Estimated Salary Range (Sales)*

  • Entry-Level: $50,000 – $70,000 base, with commission potential bringing total compensation to $65,000 – $90,000

  • Mid-Level: $75,000 – $100,000 base, total compensation $110,000 – $140,000

  • Vice President of Sales: $150,000 – $200,000 base, with bonuses often bringing total comp into the $200,000 – $300,000+ range

*Salaries vary by industry, region, and company size. Software sales is used here as an example because of its similarities in required skills to Leslie’s corporate career.

Why Choose This Career?

Leslie’s career path is proof that skills can transfer across industries and roles. Corporate sales offers high earning potential, measurable success, and clear career progression. Small business ownership offers independence, creativity, and the satisfaction of building something from the ground up, though it also comes with risk, patience, and the need for long-term vision.

Feyi Alufohai
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