Modern Selling for Distributors & Importers
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Ben Salisbury, President of Salisbury Creative Group, took the stage at the 2019 USA Trade Tasting, New York. The event was organized by Beverage Trade Network, the leading online platform dedicated to connecting the global beverage industry. Salisbury expanded on modern ways of selling for distributors and importers. His main focus was to explain and delve into the details of how selling in the US has changed over the years. He also gave advice on why and how distributors and importers should adapt to the new ways of selling and what is happening in the world of selling in this modern age. *About USA Trade tasting* USATT is an annual wine and spirits trade show held in the New York City, for retailers, sommeliers, bartenders, importers and distributors to network, learn and find new opportunities to grow. For more information, you can visit, https://usatradetasting.com/ *About Beverage Trade Network* Beverage Trade Network (BTN) is a leading online marketing and B2B networking platform servicing suppliers, buyers and beverage professionals in the global beverage industry. BTN provides a selection of sourcing solutions for importers and distributors as well as an extensive range of marketing and distribution services for international suppliers. For more information, you can visit, https://beveragetradenetwork.com/
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Modern Selling for Distributors & Importers
- 1. Modern Selling for Distributors and Importers Selling Has Changed. Have You? Ben Salisbury
- 2. Ben Salisbury Salisbury Creative Group, Inc. / Founder/President We help wine & spirits companies accelerate their sales performance. Speake r Pic
- 3. • Sales Strategy • Thought Leadership • Sales Technology (CRM, Reporting & Analytics) • Digital Advertising • Email Marketing
- 4. Goals of this session 1. Recognize and accept that times have changed 2. Get you to open your mind to NEW ideas about success in sales 3. Give you strategies you can start using tomorrow!
- 5. Agenda 1. How has our industry has changed? 2. How has selling has changed? 3. Bust some myths & deeply held beliefs 4. Keys to accelerating sales performance
- 6. How has our industry changed? Two really BIG things and a whole bunch of small things
- 7. WINE “There are 125,000 individual wine SKUs in the U.S. with more imported SKUs arriving all the time from hundreds of thousands of wineries on our planet.” NORTH BAY BUSINESS JOURNAL | May 1, 2019
- 8. SPIRITS 2005 = less than 100 2018 = mover than 1,800
- 9. • Texas only • 2,025 Suppliers • 34,205 wine brands 0 100 200 300 400 500 600 700 800 900 1000 1 51 101 151 201 251 301 351 401 451 501 551 601 651 701 751 801 851 901 951 1001 1051 1101 1151 1201 1251 1301 1351 1401 1451 1501 1551 1601 1651 1701 1751 1801 1851 1901 1951 2001 # Brands YOU ARE HERE
- 10. How can you adapt? • Realistic expectations • Burden of building distribution and demand shifts to brand owner • Four things brand owners must do really well: 1. Stop depending quite so much on distributors 2. Measure the right things 3. Leverage 80/20 in everything you do 4. Hold sales people accountable for results
- 11. How has selling changed? Shift from Buyer Beware (Caveat Emptor) to Seller Beware
- 12. Ways selling has changed: • The Internet • Technology (CRM, RAD, Cloud) • Millennials in the workforce • Social proof • CRM • Death of the structured sales call • Shift from product-based, features & benefits selling to business acumen & adding real value • Empathy trumps persuasion
- 13. Let’s bust some myths The great enemy of the truth is very often not the lie, deliberate, contrived and dishonest, but the myth, persistent, persuasive and unrealistic. John F. Kennedy
- 14. Persistent Myths: • More Sales Calls = More Sales • More Customers = More Sales • More Product Knowledge = More Sales • The Presentation is Key • People can be “Motivated”
- 15. Slow down and remember this: Most things make no difference. Being busy is a form of laziness – lazy thinking and indiscriminate action. Being overwhelmed is often as unproductive as doing nothing, and is far more unpleasant. Being selective – doing less – is the path of the productive. Focus on the important few and ignore the rest. –Timothy Ferris It is not only possible to accomplish more by doing less, it’s mandatory
- 16. Less is More The modern way to sell
- 17. Is the 80/20 Rule Real?
- 18. Typical Allocation of Effort 0 5 10 15 20 25 Top 10% 2nd 10% 3rd 10% 4th 10% 5th 10% 6th 10% 7th 10% 8th 10% 9th 10% 10th 10% Potential Effort The business is ALWAYS concentrated in top 20-30% of accounts
- 19. Typical Allocation of Effort 0 5 10 15 20 25 Top 10% 2nd 10% 3rd 10% 4th 10% 5th 10% 6th 10% 7th 10% 8th 10% 9th 10% 10th 10% Potential Effort
- 20. Typical Allocation of Effort 0 5 10 15 20 25 Top 10% 2nd 10% 3rd 10% 4th 10% 5th 10% 6th 10% 7th 10% 8th 10% 9th 10% 10th 10% Potential Effort 80/20/30 Rule If you call on any of the bottom 1/3 of the account base, you’re guaranteed to cut your potential in half
- 21. Gross receipts (Spirits only) – top 2,000 accounts in Texas 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 1 45 89 133 177 221 265 309 353 397 441 485 529 573 617 661 705 749 793 837 881 925 969 1013 1057 1101 1145 1189 1233 1277 1321 1365 1409 1453 1497 1541 1585 1629 1673 1717 1761 1805 1849 1893 1937 1981
- 22. Gross receipts (Spirits only) – top 5,000 accounts in Texas 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 1 110 219 328 437 546 655 764 873 982 1091 1200 1309 1418 1527 1636 1745 1854 1963 2072 2181 2290 2399 2508 2617 2726 2835 2944 3053 3162 3271 3380 3489 3598 3707 3816 3925 4034 4143 4252 4361 4470 4579 4688 4797 4906 26% of all accounts = 80% of all spirits sales
- 23. Top 100 American Whiskies 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000 1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94 97 100 Unit Sales Unit Sales
- 24. Volume by Top 300 On Premise Chains 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 126 127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144 145 146 147 148 149 150 151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 173 174 175 176 177 178 179 180 181 182 183 184 185 186 187 188 189 190 191 192 193 194 195 196 197 198 199 200 201 202 203 204 205 206 207 208 209 210 211 212 213 214 215 216 217 218 219 220 221 222 223 224 225 226 227 228 229 230 231 232 233 234 235 236 237 238 239 240 241 242 243 244 245 246 247 248 249 250 251 252 253 254 255 256 257 258 259 260 261 262 263 264 265 266 267 268 269 270 271 272 273 274 275 276 277 278 279 280 281 282 283 284 285 286 287 288 289 290 291 292 293 294 295 296 297 298 299 300 Volume Volume Top 20 = 50% Next 25 = 22% 21% of the chains do 80% of the volume 45 chains = 72% of volume
- 25. 0 50 100 150 200 250 300 350 1 33 65 97 1… 1… 1… 2… 2… 2… 3… 3… 3… 4… 4… 4… 5… 5… 5… 6… 6… 6… 7… 7… 7… 8… 8… 8… 8… 9… 9… 9… 1… 1… 1… 1… 1… 1… 1… 1… 1… 1… 1… 1… All Retail Accounts, YTD Volume, MA Source: Consulting client of SCG (iDig) 1,100 accounts bought LY but not TY
- 26. 0 100 200 300 400 500 600 700 800 1 21 41 61 81 101 121 141 161 181 201 221 241 261 281 301 321 341 361 381 401 421 441 461 481 501 521 541 561 581 601 621 641 661 681 701 721 741 761 781 801 821 841 861 881 901 921 941 961 981 1001 1021 1041 1061 1081 1101 1121 1141 1161 1181 1201 1221 1241 1261 1281 1301 1321 1341 1361 1381 Top 500 Distributor Sales Reps, YTD Volume, total US Source: Consulting client of SCG (iDig)
- 27. versu s 1) Fish where the fish are 2) Restrict your activity to only the biggest fish
- 28. Given the fact that 80/20 is true every time and in all cases, how can you adapt? • Stop treating all accounts as if they have the same value. “Accounts Sold” is a very hollow metric • Identify the 20% and restrict your activity to them • As much as possible, avoid low-value accounts
- 29. Other ways to apply 80/20 • Time • Markets • Spending • Dealing with problems
- 30. Leveraging data, technology and the best practices that go with them
- 32. Making sense of technology Reporting & Analytics • Shipments • Depletions • Accounts Sold • Can buy did buy • Top & bottom accounts • Won & lost accounts • Account Retention • Chain authorizations • Compliance CRM • Attributes of specific accounts • Chain hierarchies • Contacts & details about contacts • Sales activities, • Order commitments • Chain authorizations • Email marketing • Workflow • Leads & Opportunities • Surveys
- 36. Media Partners
- 37. Media Partners