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roduction, packaging, sales, marketing, and leadership: the ingredients that make our companies and brands soar … we think. There is one piece missing, the last and most important piece that delivers our hard work into the hands of the customer: the service industry. It’s a relationship that some might view as adversarial, thinking things like, “We need to get these bars and restaurants on board” or “We need to get on the shelf in this bar.” What if we took a second to alter our perspective to, “What can my product do for this restaurant?” and “How does my product serve the values and goals of this bar?”Let’s consider changing the narrative and viewing this last crucial step as a partnership instead of the final hurdle between us and our spirits in a customer’s glass. Listening to opinions on topics ranging from sales interactions to packaging can provide a wealth of insight and information on how we can work better together.
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Let’s start with a few basic points of etiquette regarding a sales approach. Mary Wright
Matthew Belanger
CO-OWNER OF YACHT CLUB IN DENVER, COLORADO
BAR MANAGER AT DEATH & CO IN LOS ANGELES, CALIFORNIA
Not being aware of how bars run their business and not taking the time to do any research on the bar in question will immediately sour any interaction. Every business is different in size and scope; Take your education in your own hands and do the research on what each account needs. A cookie-cutter sales approach will not lead you down the path of success. Jake Powell BAR MANAGER AT RUN FOR THE ROSES IN DENVER, COLORADO
Don’t drop in during service hours and expect an audience with the staff. It is frustrating when you’re turning out cocktails and someone is trying to have an impromptu sales meeting and tasting. Your focus is on your customers and splitting that focus to talk to a rep is not going to be a quality interaction for anyone.
If you do drop in during service to get your foot in the door, come prepared to spend some money. Buy a drink before asking who’s at the bar tonight, but don’t expect anything more than a brief chat and an exchange of business cards. Joanna Kitchen BAR MANAGER AT ROB ROY IN SEATTLE, WASHINGTON
Make an appointment ahead of time during prep hours, keep the number of products you’d like to tell me about to three or four, and be prepared to answer questions about the products. One or two canned facts about the product is not going to be helpful or memorable. 67