Before speaking to any buyer, you should research the account to understand what they are about and their needs.

The research will help you decipher where and how your product will fit into the account and how it can enhance what they are offering.

By researching and asking the right questions, you will offer better ideas and devise a more decisive approach to speaking with the buyer. Lastly, preparation will ensure you feel confident and can quickly answer the buyer's or bartender's questions.

THIS VIDEO BREAKS DOWN WHAT YOU SHOULD OBSERVE IN AN ACCOUNT, THE QUESTIONS YOU SHOULD BE ASKING, AND HOW TO USE THESE INSIGHTS TO DEVELOP SOLUTIONS THAT WILL WORK FOR YOU AND THE BUYER.

TO RECAP: The ideal time and day to visit are on slow days and during quieter hours.

*Never try to do business with bartenders or buyers on a busy night.

OBSERVE:

• Their back bars
• Cocktails menus
• Consumers
• Staff

Observe with the mindset of how I can use this information to better position my brand in the account and help them make money.

THINGS TO LOOK AT:

• What competitive products do they carry?
• What products or portfolios do they favor? Why?
• Gaps in the spirits portfolio: age, price, unique flavor, or raw material?
• What modifiers do they use that work with your brand and are in your are also carried by your Distributor *Insider Tip* When creating cocktails with your brand, always try to use products from your Distributor portfolio where possible).
• Cocktail Menu
  • What are their bestsellers, and why?
  • What are the consumers drinking? 
  • Pricing of their cocktails and neat spirits.
    • Can they afford to put your brand in a drink?
    • What is their ideal pour cost? Has there been exceptions?
• How skilled are the bartenders?
• What style of cocktails, food, and spirits are they offering?
• Are they currently using a competitive brand in one of their classic cocktails? 

Once you gather these observations through sight and ask questions (without being annoying), you are prepared to meet with the buyer. Your research has prepared you to ask intelligent questions that demonstrate to the buyer that you have done your due diligence to better understand their operation and are prepared to work together to build something that works for both of you.