When I was a Salesman, I used to search bars on cool guides.
Only 5 years ago, I realized it was a waste of time.
Learning from my mistakes, I created a new system:
It's not about the best bars in the city.
It's about the best bars FOR YOUR BRAND in the city.
When I was a Salesman, I used to search bars on cool guides.
Only 5 years ago, I realized it was a waste of time.
Learning from my mistakes, I created a new system:
It's not about the best bars in the city.
It's about the best bars FOR YOUR BRAND in the city.
Getting an Importer is tough. But that's only the first step.
Most brands sign a deal and assume the importer will do the job. It doesn't work like that.
Selling the first bottle is "easy"*
Selling the second one is harder (they sold the first one)
But Selling them a case means... they know they are gonna sell it out.
How do you do that?
I call it the Sell-out Ladder
Step 1: Follow up when they receive the first bottle/case
Step 2: Stop by for a drink to kick off the demand
Step 3: Introduce yourself to all the staff and remind them they have your bottle
Step 4: Get feedback on sell-outs & remind them to re-order
"Sell in" this month with next month in mind.
Stop pushing sales down the throat of the next link in the chain.
Avoid that this month's decisions will jeopardize next month's sales.
If you support distributors during the Sell-in
They'll help you to Sell-out
Top-selling brands have their founder as their 1st salesperson.
But 99% of Drinks Founders I talk to don't wanna sell.
You can only delegate sales after you've done it.
You must lead the cavalry.
Rejections hurt.
Learn from it.
Back on the horse.
Brands are built bottom-up.
You are mainstreamizing your brand, instead of giving it time to be assimilated by the trade. It's easy to put the price down, it's tough to bring it up.