Sales insight, grounded in real retail experience.

The Sales Floor was built on one enduring question: what words sell.

Its foundation comes from decades spent working where sales are won or lost — on the sales floor itself.

The work began in print advertising, shaping print ad messaging that helped independent and national retailers grow customer traffic and increase sales. That experience led to executive sales leadership roles within major juvenile-industry manufacturers, where retail execution — not just marketing — determined success. Along the way, that work was recognized with Target’s Vendor of the Year for exceptional in-store performance.

Time spent on the floor and in the field revealed a consistent gap. Brands were investing heavily in product development and marketing, yet sales were often being lost at store level — not because of the product itself, but because the message did not consistently translate at store level. Value was often difficult to articulate clearly, and differentiation weakened in practice.

To address that challenge, Execbaby® was founded.

Execbaby® became the nation’s leading in-store staff training firm for the juvenile industry, partnering with more than 100 brands across more than 150,000 store visits. The work focused on one thing: improving sales performance through education at store level — learning directly from retail environments to refine complex products into clear, effective sales messaging, and training for execution until results showed up in the numbers.

The Sales Floor brings that same sales-first discipline to small businesses. The work helps business owners understand what truly differentiates them — and translate that understanding into words businesses can use when selling.

The process always starts the same way: understanding the business, examining the market, competitors, and existing messaging — and shaping communication that aligns with how decisions are actually made, rather than how brands intend them to be made.

The Sales Floor is the strategic sales messaging division of Execbaby® U, built on decades of in-store sales experience.