Chris Maffeo | MAFFEO DRINKS

Helping Drinks Leaders Execute Bottom-up Growth While Managing Stakeholders’ Top-down Expectations | Founder & Host MAFFEO DRINKS

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

Are you a Drinks Leader, struggling with managing expectations of your stakeholders? New Memberships available at https://t.co/lRbIPVVz3U

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

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.

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

Three words that make all the difference.

Brands are built bottom-up

https://t.co/YSsW31h5UT

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

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.

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

It starts from the end.

Brands are built bottom-up.

https://t.co/lXxKzStxFZ

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

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.

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

I advocate for a bottom-up strategy: understanding the city and assigning wholesalers and importers.

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

You know where I'm going.

Brands are built bottom-up.

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

Selling 1000 cases in a city = Solid Brand Foundation
That's the goal. Now deconstruct it:
- 80 cases/month
- 500 bottles/month

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

Example:

200 bars doing one cocktail/day = 1000 cases
100 bars doing two cocktails/day = 1000 cases
50 bars doing four cocktails/day = 1000 cases
25 bars doing eight cocktails/day = 1000 cases

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

Step 5: Small training > Long masterclasses

*Actually, it's not easy but it's easier than selling the second one.

https://t.co/2yhN7yttQK

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

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

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

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

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

"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

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

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.

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

https://t.co/73rg0hdh7b

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

1 case in 1 bar is better than 1 bottle in 6 bars
True, it doesn't happen overnight
But that should be what you aim for

[Chris Maffeo | MAFFEO DRINKS @maffeodrinks]

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.