The document provides guidance on building relationships with distributors. It begins by outlining an agreement with distributors to develop brand goals and define distribution standards. It then shifts to recommending focusing on any attention from distributors rather than specific priorities. It suggests agreeing to purchase terms, presenting a growth plan, and negotiating pricing. It also advises developing close relationships with key distributor personnel through regular communication.

1. JEAN ARNOLD SESSIONS
LUXURY MARKETING SAN FRANCISCO – SONOMA COUNTY VINTNERS
PRESENTATION
JULY 22, 2010
NATIONAL WINE & SPIRIT WHOLESALERS
THEN
FOCUS ON QUALITY DISTRIBUTION, REPRESENTATION, AND BUILDING BRAND VALUE
1. Agreement with Distributor to a partnership in Hallmark Principle development:
• Identify specific position goals for next three to five years.
• Identify specific Brand Managers (1-3) for brand accountability.
• Agreement in concept and execution of quality distribution.
• On / Off Premise Distribution Standards.
• Commitment to appropriate “Share of Mind” = priority in portfolio.
• Solid price position in portfolio.
• Establish reporting requirements.
2. Communication of Hallmark Principle to Distributor Partners.
• Educate and train top 20% of Distributor Key Representatives.
• Work with Key Management in marketplace.
• Provide written direction to Key Management with specified timeframe for presentation and
follow up communication.
• Development of specific “Accounts Sold” reporting and tracking.
• Communicate on a monthly basis, in writing to the Brand Manager, placement opportunities
identified through the analysis of the “Account Sold” reports.
3. Major Market Visit Purpose:
• To communicate Hallmark Principle to Distributor.
• To communicate needs and requirements to Distributor.
• Set up reporting procedures with MIS person.
• Establish target account list and presentation plan for the top 20% of the Trade Accounts.
• Educate the top 20% of the trade accounts by exclusive meetings and seminars.
4. Work Exclusively with Distributor Principals, Brand Manager, On Premise Specialists, and MIS
Manager:
• Send meeting agenda beforehand to establish purpose.
• Follow up meeting with written summary and time frame for project completion.
• Follow up all market work with written communication to Brand Manager.
• Work only with pre-arranged appointments with pre-approved accounts.
NATIONAL WINE & SPIRIT WHOLESALERS

2. NOW
FOCUS ON ATTENTION, ANY ATTENTION, ANY FOCUS, ANY PRIORITY
1. AGREEMENT WITH YOUR DISTRIBUTOR TO BUY, PAY IN 30-45 DAYS,
AND DELIVER YOUR WINE TO THEIR CUSTOMERS
a. Have a focused portfolio of wines (limited number).
b. Present a solid three year plan for small growth.
c. Be prepared to negotiate realistic pricing for your market segment with a big
window of acceptable profit margin for the distributor – understand your COG
and your bottom line needs.
d. Negotiate a min/max inventory level in warehouse.
e. Negotiate your sample program and how to execute it!
2. MARKETING PLANS AND SALES STRATEGY
a. Openly discuss your public relations strategy and existing press.
b. Be specific in number of market visits and their customers you will see
independently.
c. Be prepared to discuss “wine by the glass” programs and any/ all discount
programs they will bring to you.
d. Define what customers you will bring to them!
3. IDENTIFY YOUR NEW BFF IN THE DISTRIBUTOR – (In order of priority)
a. Inventory Warehouse Manager – Monitor Inventory on a weekly basis.
b. IT Manager for Account Specific Depletions.
c. The top 3-5 sales people that cover the top accounts and are your ambassadors.
d. On-Premise Brand Manager – develop key account list targets
e. Off-Premise Brand Manager – develop key account list targets
f. Chain Manager – communicate your policy.
g. National Accounts Manager.
h. Every Executive Assistant.
4. MANAGE YOUR TRADE RELATIONSHIPS EVEN MORE CLOSELY THAN
YOU DTC VIPS – COMMUNICATE, COMMUNICATE, COMMUNICATE
IMPORTANT INFORMATION ON A REGULAR BASIS
a. CRM database development of all top trade customers.
b. CRM database development of all top sales people that love you.
c. CRM database development of all top sales people that need to love you.