BUILDING RELATIONSHIPS WITH THE DISTRIBUTOR

Building relationships with your Distributors is vital. With the support of the right people, you'll be able to achieve enormous momentum and build programs that are a win-win for all involved.

THINGS TO NOTE 

1. Sales Reps are wary of Brand Ambassadors because incompetent ones have burned them. Their relationships are everything to them, and they fear you might ruin them. It is up to you to prove them otherwise.
   
   
2. They work with hundreds of brands and Brand Ambassadors. Their time is limited, and it is up to you to prove that you are worthy of it. So if they ignore you at first, that is entirely normal. This process is going to take time.
   
   
3. Not all reps are worth your time. Take the time to find the right ones who you work well with and who will help you achieve your goals.
   
   
4. Most are not former bartenders. This means they may not be as well educated on cocktails, spirits, or how to speak to bartenders as well as you. Be patient, meet them where they are, and never speak down to them.
   
   
5. If you are a part-time Brand Ambassador, some of this section may not apply to you because you may not have the opportunity to work with Sales Reps or likely attend a GSM (General Sales Meeting). That being said, building relationships with a few reps will be well worth your time.
   
   
6. If you are working full-time for a small brand. You, too, may not have the opportunity to work with sales reps or attend GSM's. But if you have a Market Manager with a good relationship with the Distributor, ask them to introduce you to some key sales reps and invite you the next time they attend a GSM. 
   
   
7.  Small brands unfortunately do not get a lot of attention from the Distributor. Getting them to pay you attention to you and your brand will take time, patience, and effort.  We discuss some ways to do this below.
   

PART-TIME BRAND AMBASSADORS AND BRAND AMBASSADORS WORKING WITH SMALL BRANDS: As noted above, building relationships with Sales Reps will take longer. But, if you can make relationships with a few of the right ones, it will be worth your time. 

TACTICS TO DO THIS ARE:

• Be proactive- Nobody is going to come to you. You need to make all the effort!

PROACTIVE TACTICS ARE:

• Ask your Market Manager or Brand contact to introduce your key reps.
  
  
• Ask other Brand Ambassadors for their favorite rep's details and an introduction.
  
  
• Ask your account: Who their Rep is and their contact details. 
  
  
• Reach out via text or email and introduce yourself (fyi If the Rep does not know you, they will probably ignore you)
  
  

THE BEST WAY TO GET THE REPS ATTENTION:

• Lunch: The fastest way to a Rep's heart is to take them out for lunch or dinner. Ask to meet up for a drink or a meal in one of your shared accounts on you.
  
  
• Achievements: Every time you achieve something in their account, let them know, i.e., drop off a sample, menu training, product placements, spend, etc.
  
  
• New Account openings: Let your favorite reps know if a new account opens. They are always hungry to build their list, and opening orders for new accounts is a great money maker.
  
  

**Please note, do not wait for sales reps. You will likely need to achieve most of your goals without them, at least at the beginning. 

THIS VIDEO DESCRIBES BEST PRACTICES OF HOW TO BOND WITH THE SALES TEAM AND WORK WITH THEM IN THE FIELD.

VIDEO RECAP AND OTHER BEST PRACTICES FOR BUILDING RELATIONSHIPS WITH THE DISTRIBUTOR.

If you have the opportunity attend GSMs (General Sales Meetings) 1-2x per month. It is the quickest way to getting to know key contacts at the Distributor and for them to get to know you.

Ask for an introduction by someone senior to you who as a previous relationship. Depending on the structure of your company, it might be your Market/ Sales/brand/ or Trade manager that makes the introduction to the key players.

SALES REPS

Your most important contacts are the Sales Reps.  

At more prominent Distributors, the reps will be housed within multiple divisions, and your brand will be sold within one or two of them.

2nd, specific reps will focus on the type of accounts that are an excellent fit for your brand. The key is to find those members and then discover who the stars are within them. 

*note- Attain a contact list from your Market Manager beforehand to help identify who is who and which ones are assigned to your target account list.  

GENERAL SALES MANAGER

They manage a division of sales reps. Get to know the one who works with your reps and introduce yourself.

• Find out what their goals are for their team.
  
  
• Inquire if they have any targets or incentives currently for your brand.
  
  
• Let them know how you may help hit those targets, i.e., connect with particular buyers, create cocktails, provide training to the reps, account spends, etc.

MAKE THE REP YOUR BRAND ADVOCATE

Most Sales Reps sell a considerable portfolio of brands from multiple suppliers. You aim to make them love your brand as much as you do. To do this:

1. Show your passion for the brand. If you believe in the brand, they will too.
   
   
2. Provide them with reasons why they should be excited to have your product in their portfolio and equip them with the information & tools that they need to sell it.

INCLUDING: 

• Top 4-6 key selling points about the brand.
• 3-5 Reasons why bartenders & consumers love it
• 2-3 Top accounts that are selling it.
• The $$ you have available to support placements.
• Signature cocktails that could work in their accounts.
  
  

3.Signature cocktails: 

• The ideal cocktail should work in the majority of accounts.
• Perfect cocktails should work with other products in the Sales Reps portfolio. . i.e., split-based cocktails, modifiers, mixers, etc.
  This will give them more incentive to place these recipes on a menu.
  
  

4.Get them excited about working with you: 

• Remember to keep your ego in check; you are there to help them achieve their goals.
  
• Ask questions and listen, and based on what they have told you, highlight how you can help them.
  
• Make them aware of your skillsets that you can offer i.e., training on cocktails, spirit category training, cocktail costing, and menu.development etc.These skillset can make you a valuable asset to accounts and help you and your brand stand out from the competition.
  

WHEN IN THE FIELD

• Ask for the back story about their accounts. Doing this will prevent you from ruining any relationships or undoing any of the programs they have put into place... and you'll get the 411 on the buyer too.
  
  
• Ask to meet up for a drink in one of their accounts on you.
   
• Find out what their goals are for your brand and others.
  
  
• Achievement: Every time you achieve something in their account, let them know (i.e., dropped off a sample, menu training, product placements, spend, etc.)

HOW TO BUILD A RELATIONSHIP WITH YOUR REP AND NOT PISS THEM OFF

Watch the below video with Tommy Maurillo, the Market Manager for Edrington Group, and Zack Berger, the Brand Ambassador for Glenrothes and Wyoming Whiskey. They discuss best practices & common mistakes made by Brand Ambassadors that can build or tarnish your relationships with sales reps.

LEGAL REMINDER ON ORDERS:

If your account commits to purchasing a product with you, you are not legally allowed to place the order or quote them a final price. It would be best to immediately inform the sales rep via email and CC the buyer of the order details, including what product, size, and number. By putting it in an email and CCing the buyer and rep, you cover your ass and ensure everyone is on the same page.