Let’s fix the premium positioning that’s making you invisible.

Premium is assumed in beef.

When everyone leads with it, price wins.

Sara Scott is a 20-year beef industry strategist who has helped top beef brands define and deploy a buyer-led sales story across their organization. Through The Sort, she documents that story in a clear internal playbook and guides its rollout across sales, marketing, and leadership.

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  • "Over 17 successful years with our organization, ultimately leading our entire foodservice business, there is no doubt Sara demonstrates the acumen and professional insight to help any organization elevate their marketing approach and grow sales. Yet, her greatest legacy lies in the mentorship and leadership growth she inspired, leaving an indelible mark on our team as someone who exemplifies a philosophy where valuing people and achieving long-term business success go hand in hand."

    - JOHN STIKA

    President, Certified Angus Beef

  • “Working with Sara Scott was a fantastic experience. She led a StoryBrand workshop for our Precision Animal Health Leadership Team and our Beef Team that helped us find clarity in how we talk about our products and the customers we serve. The session brought our teams together around a shared approach to how we position, sell, and communicate what we offer. Sara’s style made it easy to engage, and her expertise in the beef industry made the workshop especially relevant and impactful. She’s insightful, practical, and a true partner in helping teams find the words that work. I’d recommend her to anyone who wants to strengthen how their brand connects with its audience.”

    - NICOLE ERCEG

    Global Brand Manager, Livestock Genetics, Zoetis

  • "Sara made what we thought of as a daunting task into a pleasant and enlightening experience. We couldn’t be happier with the results she achieved for us. We were so happy that we are looking to her for even further support and guidance on managing a brand for longevity and transparency. Thank you, Sara!"

    - BERNADETTE FLOCCHINI

    Senior Vice President, Sierra Meat and Seafood

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It’s not a better price. It’s not more sales training.

It’s leading with a buyer problem, not your brand values.

When you lead with brand values:

“We’re premium.”
“We’ve been doing this for 50 years.”
“Our cattle are raised with integrity.”

Reps defend price.
Buyers compare on cost.
Premium fails to justify margin.
Leadership doubles down on training instead of fixing the message.

When you lead with a buyer problem:

“Here’s the challenge operators are facing.”
“Here’s where margin is shrinking.”
“Here’s how this brand solves that.”

Reps lead with a clear reason to choose.
Buyers recognize the difference immediately.
The entire team sells the same story.
Price loses its power.

That shift is The Sort.

The Sort: The Sales Messaging Playbook for Beef Brands

The Sort is a contained, high-impact product, not an open-ended consulting project.

One half-day working session. One clear message.

The Sort fixes the message so sales can do its job.

Specifically, it:

  • Shifts the conversation from educating buyers to giving them a reason to buy

  • Clarifies who the brand is actually for

  • Eliminates language that sounds good internally but weakens value externally

  • Gives sales a lead-with story, not an explanation

How it works:

  1. Set the context – We identify where sales gets stuck and what buyers actually care about.

  2. Set the direction – We decide what the brand leads with, what it stops saying, and what matters most.

  3. Put it to work – You get a sales messaging playbook your team can use immediately.

Result:

It shortens the sales cycle by giving every channel the same clear, customer-led message, so reps sell with confidence and price stops leading the conversation.

The Sort is for beef brands where sales, marketing, and leadership need alignment, price pressure is real, and decision-makers are ready to choose a direction. The Sort is not for teams who want to keep wordsmithing without making a decision.

Who is Sara Scott?

Sara Scott has spent over two decades inside the beef industry, from ranching to boardroom strategy. She led branded beef sales, partnerships, and strategy at the highest levels, including as Vice President of Foodservice at Certified Angus Beef. She’s seen firsthand why good beef still struggles to command price, and it’s rarely the product. Most teams respond by trying to educate the market. Sara fixes the message so it can sell on its own.

She’s brought in when leadership knows the product is strong, but the message isn’t helping sales do its job.

She doesn’t help brands sound better. She helps them perform better.

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Frequently Asked Questions

  • The Sort is for beef brands and leadership teams where decision-makers are directly involved. This work requires the people who can make and stand behind the decision.

  • The Sort is not for teams who want to keep refining language without making a decision. If you’re not willing to choose a customer or change what you lead with, this isn’t the right work.

  • Yes. The Sort can be done virtually or in person, depending on what works best for your team.

    Both options work. In-person is the preferred format and is typically scheduled as a half-day working session. Virtual is an option for teams that want to avoid travel while still making the same decisions.

  • The Sort is designed to be efficient and contained. It requires focused time from the right people, but it’s not meant to disrupt the business. You’ll have a clear message within ten business days of the working session where the direction is set.

  • No. This is a focused effort to fix the message so sales can use it. Visual identity, campaigns, and execution should use the work created, but they are not the deliverables created here.

  • You leave with a clear direction for the brand and a message sales can lead with. The result is fewer explanations, shorter sales conversations, and value leading before price.

  • Some teams take the message and implement on their own. Others ask for help applying it across their website, sales materials, or training programs. Either path works. There’s no obligation to continue.

  • Sales training improves execution. The Sort fixes the message sales is expected to execute.

    Without a clear, customer-led message, training turns into reps working harder instead of selling smarter. The Sort gives sales one story that works everywhere, so price stops leading the conversation.