Empowering Women in Packaging Via Education, Mentorship, and Networking
Robopac USA's pioneering program is reshaping the landscape for women in packaging sales. It offers specialized education, mentorship, and networking to bridge gaps and foster collaboration.
Women-led hands-on training sets Robopac's program apart.
Photos courtesy of Tyng Wu
Now in its third year, Robopac USA has embarked on a mission to embolden women in packaging sales through its unique Women in Packaging (WIP) Powered by Robopac machinery training program.
This initiative, led by Tyng Wu, a seasoned packaging machinery sales professional with nearly two decades of experience, is not just about education; it's about creating a supportive community that fosters growth and collaboration.
“There are three pillars to the program,” Wu says. “Education is where we empower; networking is where we inspire, and mentorship is where we strengthen.”
Wu's journey into the packaging industry began unexpectedly. Starting in an administrative role in a family-owned packaging company, she quickly transitioned into sales and marketing despite lacking what she felt at the time was the traditional engineering background. With the support of mentors, including the company president and other industry peers, she steadily grew her machinery acumen and learned to navigate the industry's complexities.
Throughout the years, Wu noticed that she often found herself the lone woman in male-dominated training sessions. These sessions were always led by men and geared toward salesmen. This observation and experience planted the seed in her mind for a transformative program for the industry, which grew when she joined the team at Robopac USA.
In 2022, Wu joined Robopac and attended a distributor meeting hosted by Crown Packaging. There, she noticed a significant number of women in sales roles. However, few were focused on machinery sales, a niche often dominated by men.
“Of the 30 to 40 saleswomen, maybe 10 might be machinery-focused,” Wu says. “Clearly, the comfort zone was selling consumables and not so much equipment.”
Women teaching women
This observation sparked the idea for what Wu believes is a first-of-its-kind women-led training program designed to equip saleswomen with the technical skills and confidence needed to excel in machinery sales. Unlike other programs in the industry, the class is led by an entire team of women from sales and applications engineering. Carla Thorne from Paragon Films, Inc., also joined the team to educate about the science and math behind stretch film. Carla Thorne from Paragon Films offers the class insights into the materials used on the machinery.Photos courtesy of Tyng WuToday, Robopac USA's initiative is not just gaining momentum, but it is thriving. The class brings together the three pillars of the WIP program: education, networking, and mentorship. Creating an environment where a saleswoman is no longer the lone wolf but a part of a pack.
“I’m very thoughtful about this program and didn’t want it just to be a marketing thing,” Wu says. “I wanted to offer a program that is valuable and uplifting both professionally and personally for any woman in the packaging industry.”
Unlike other programs in the industry, the class is led by an entire team of women from sales and applications engineering.Photos courtesy of Tyng WuThe program launched its first class at Robopac USA in Duluth, Georgia, in 2023. The foundational class is a 1.0-level WIP Equipment Sales Development class. The initial two-day class focuses on foundational sales strategies and equipment knowledge, tailored to the unique approach women often take in sales—creating experiences rather than mere transactions. The collaboration with Paragon Films provides an understanding of stretch film, helping customers select the right machine and film to gain savings and a higher ROI.
“Saleswomen generally tend to sell based on not only providing the right solution to meet the needs of the buyer, but we want to create a positive experience throughout the entire sales process,” Wu says. “This positive experience is not only generated through positive feelings, but through the machinery knowledge and expertise that we bring to the table.”
Over two days, attendees are exposed to various fundamentals about stretch film, semi-automatic and automatic equipment, sales tools, networking, and owning one’s uniqueness. Since its inception, the program has been held twice a year at Robopac USA. Still, Wu always envisioned it as more than just an introductory-level training program. The program's success is evident in the feedback from participants, who express a desire for more advanced training.
“I started seeing the impact it was having on women when I began receiving inquiries from women who have attended the class asking what’s next?” she says. “They wanted more.”
Adding additional layers
That led her to develop the upcoming 2.0 class, which will delve deeper into the technical aspects of the machines, including a technical service section. The saleswomen will fully assemble a mobile stretch wrapper, start up the machine, and learn to conduct troubleshooting procedures. WIP empowers women to learn how to operate the machines they are selling.Photos courtesy of Tyng WuThis advanced-level class will continue building on machinery knowledge and offer an advanced understanding of the various solutions Robopac offers.
“Saleswomen will learn to assemble Robopac’s mobile wrapper and learn how to provide hands-on troubleshooting technical support; I’ve been around it for a couple of years and know that women are more than capable of understanding and doing this part,” Wu says. “
Also, since the program's key component is its emphasis on collaboration, Wu plans to integrate male counterparts into the advanced classes, highlighting the importance of working together across genders. This approach will not only enrich the learning experience but also bridge the gap between traditional training methods and the needs of women in the industry.
“The success of this program is not solely due to the women of Robopac,” Wu says. It is also because of the support of all my counterparts within the company, especially from the VP of Sales Rodney Grounds and CEO Filippo Gremese.”
With the agenda of WIP 2.0 in the beginning stage, Wu is already looking ahead to developing WIP 3.0. The idea is to bring a group of ladies to training locations at Robopac's manufacturing sites in Italy, offering a comprehensive understanding of the production process. Robopac USA's leadership, Robopac USA’s parent company, the Aetna Group, and CEO Valentina Aureli’s support of Wu's vision while championing women's advancement within the company and beyond.
From discussions with Aureli about WIP, Wu learned that many parts of the world have little to no saleswomen in equipment sales. Aureli is a huge champion of pushing women who want to step forward and help reshape the packaging industry on a global scale.
"Our commitment is to support those who strive for excellence, fostering an environment where synergy among people is encouraged," says Valentina Aureli.
WIP also hosts networking luncheons during PACK EXPO events.Photos courtesy of Tyng WuAn extension of the program also includes Women in Packaging networking luncheons during PACK EXPO International and PACK EXPO Las Vegas. Various women within the WIP network are invited to share their journey within the industry.
The program's reach extends beyond Robopac USA's distributor network, welcoming women from various backgrounds, company roles, and companies. While the focus is on machinery sales specifically targeted to women, the holistic approach to training and the emphasis on merit-based success resonate across the industry.
As the program gains momentum, Wu hopes it will inspire other manufacturers to develop similar initiatives. The goal is to encourage and push women out of traditional roles and help them to thrive in roles traditionally dominated by men. Through this program, Robopac is not just shaping the future of packaging sales; it's paving the way for a more diverse sales team and collaborative industry.
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Carla Thorne from Paragon Films offers the class insights into the materials used on the machinery.Photos courtesy of Tyng Wu
