In the fast-paced world of food and beverage, legal and sales teams often find themselves at odds. Sales wants to move quickly, capture market share, and launch bold campaigns. Legal, on the other hand, is tasked with protecting the company from risk, ensuring compliance, and sometimes saying “no.” But what if these two teams could work together seamlessly? Here are five proven communication strategies to bridge the gap and drive business success—without sacrificing compliance.
- Translate Legal Jargon Into Business Impact
Legal risks can sound abstract to sales teams. Instead of focusing on statutes and regulations, frame your advice in terms of business outcomes. For example, instead of saying, “This claim may violate advertising standards,” try, “If we make this claim, we risk a $5 million fine and negative press coverage.” When legal advice is tied to real-world consequences—like lost revenue, damaged reputation, or missed sales opportunities—sales teams are more likely to listen and adapt.
- Use “Yes, And…” Instead of “No, But…”
Sales teams thrive on possibilities, not roadblocks. Rather than shutting down ideas with a flat “no,” adopt a “yes, and…” approach. For example: “Yes, you can make that claim, and here’s what we need to prove it.” This collaborative mindset encourages creative problem-solving and helps sales feel supported, not stifled.
- Establish Regular Touchpoints
Don’t wait for a crisis to connect. Set up regular meetings or check-ins between legal and sales—whether it’s a monthly roundtable, a quick weekly call, or a shared Slack channel. Frequent communication builds trust, keeps everyone aligned on upcoming campaigns, and allows legal to flag potential issues early—before they become costly problems.
- Leverage Engaging Communication Tools
Today’s sales teams are bombarded with information. Make your legal updates stand out by using engaging formats: short videos, infographics, or dynamic presentations. Skip the dense memos and opt for clear, visually appealing content that highlights key risks and action items. The more accessible your message, the more likely it is to be understood and acted upon.
- Involve Legal Early in the Sales Process
Legal shouldn’t be the last stop before launch. Invite legal to brainstorming sessions and campaign kickoffs. Early involvement means legal can spot red flags before time and money are invested—and can often suggest compliant alternatives that still achieve sales goals. This proactive approach saves headaches and fosters a true partnership.
Conclusion
Bridging the gap between legal and sales isn’t just about avoiding risk—it’s about unlocking new opportunities for growth. By translating legal advice into business language, saying “yes, and,” maintaining regular touchpoints, using engaging communication tools, and involving legal early, your teams can work together to build a brand that’s both bold and compliant.
Ready to take your legal-sales collaboration to the next level? Start with one of these strategies today and watch your results—and relationships—improve.
This blog post is based on the 2024 Food Regulation Summit session featuring speakers: Samantha Strenzke of Sleeman Breweries, Shelly Kubik of Heinz, Sharon Seung of Pizza Hut and Martin Gravel of Camfil Canada.
