BeverageTradeNetwork.com - Guide to understanding your distributor

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BeverageTradeNetwork.com - Guide to Undferstand your Beverage Distributor

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BeverageTradeNetwork.com - Guide to understanding your distributor

  1. 1. Understanding of your customer “Distributor” Beveragetradenetwork.com
  2. 2. • Beverage Trade Network.com is one of the world „s leading network for beverage, wine, spirits and beer importers, distributors, producers and related companies. The company is based in Delaware, USA and is developed by wine professionals who have worked for many years to get their knowledge and experience in many segments including retail, wholesale, production and also import levels.• Our service allows producers, distributors and other professional buyers of the alcoholic beverage and non-alcoholic beverage industry to easily locate and contact each other. Beveragetradenetwork.com
  3. 3. • Distribution companies are bombarded almost daily by wineries hoping to secure a distribution. Always remember the fact “distributors don‟t care about your brand or winery, their focus is to move that brand and make profit on that movement” The faster the movement, more money distributors make.• Its very important to understand your customer and what will make them buy your wine. We would like to recap “focus on programs and promotion” than focusing on your winery, who makes the wine, how old the winery is, etc Beveragetradenetwork.com
  4. 4. • Your wine must add value to the distributors portfolio. Look at your customers website and relate on why and how it will add value to their business. For example: if a distributor does not have any south african wine in their portfolio. MENTION TO THEM as empty wholes are good sign.• For distributor its more about the portfolio and what they are offering to their retail customer.• In your first email itself, you should clearly mention key points and be right to the point. DON‟T put pages and pages of your history and winery. see a sample in next slide. Beveragetradenetwork.com
  5. 5. • Beveragetradenetwork.com offers free consultation and sample email to send buyers when responding to their buying leads. Please email us at members@beveragetradenetwork.com and we will be glad to help you.• BTN can also review your follow up letters Beveragetradenetwork.com
  6. 6. • Big distributors often have meetings where they discuss their portfolio‟s and also taste the wines. It a good idea to ask them on when they plan to taste so you can follow up after that and not bother them.• Small distributors, understand that the owner in most cases also has a route and is out selling. So when he see‟s your email asking to buy your wine and if he had a bad day in sales, chances are you may get a reply “sorry we will pass”.• So be patient and let them take 3-4 weeks to taste the product.• Once tasted and if they like, set up a phone call to discuss promotion and support and then close it with when they can send you a order. Beveragetradenetwork.com
  7. 7. • Beveragetradenetwork.com can help our members on how they should present their wines and all the steps needed for presentation keeping in mind the long term goal, which is “if the distributor does not reply today” that‟s ok. Because some day you have to contact them again and they may buy. “Wine industry is a very small industry and the word spreads. If you are good to your distributor, keep stock, promote, they will like you. If they like you, they think about your wine. If they think about your wine, they will sell. If they sell, you will sell” Beveragetradenetwork.com
  8. 8. • It is very important to understand how distributor sells your product.• When a new wine is taken out, most of the sales reps will show that wine in their weekly routes to almost all their accounts. Sales reps sometimes may not show your wine at all, as they know the retailer is not looking for a wine from that country, so he/she may show something else from his/her portfolio.• “That week is the most important week for you” The fact is …in todays competitive market and if you are with a larger distributor, your wines are ONLY showed once. If that retailer says NO to your wine (they did not like it – a complete NO), chances are that your wine will never make into that retailer – because it will not be shown again. Beveragetradenetwork.com
  9. 9. • Beveragetradenetwork.com can help our members on how they should present their wines and all the steps needed for presentation keeping in mind the long term goal, which is “if the distributor does not reply today” that‟s ok. Because some day you have to contact them again and they may buy. “Wine industry is a very small industry and the word spreads. If you are good to your distributor, keep stock, promote, they will like you. If they like you, they think about your wine. If they think about your wine, they will sell. If they sell, you will sell” Beveragetradenetwork.com
  10. 10. • Thus, make sure that you educate the sales team and distributor on your product before their „launch week‟, you show excitement about your winery and brand to the most important people that will make your brand “sales team” and that you show you are here for long term and will support.• Distributors don‟t want to work and build a brand and then the brand is out of supply or with another distributor. They like long term relationships, so make that clear with them when they start – so their focus is on a long term growth.• “Try and work” with the sales team on the road in their launch week and MAKE IT HAPPEN. Place the wines. sales team will like if you show them your „pitch‟. Don‟t overcook it, but the idea is act and behave like a part of their team. Don‟t say “sell my wine etc” its no more your wine. If a distributor has the wine in their warehouse, its their wine…so they need to deplete it fast. That should be your only concern. If that works, everyone is happy. Beveragetradenetwork.com
  11. 11. • Our BevBrokerConnect system will help you work with your distributor and ensure that you get attention in their portfolio. You can select the broker you want and they will manage your brand.• Become a gold member by clicking here and you will be able to access BevBrokerConnect system.• Our distributors and importers like if they have a representative behind the brand. Help them sell your wine. If needed, include that support in your prices, but distributors rather get such support than a 10% discount. Beveragetradenetwork.com
  12. 12. Become a Gold member to access BevBrokerNet system here. Beveragetradenetwork.com

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