Selling into the off-premise is different; there is no bar to sit at and casually build a relationship. The off-premise can be very transactional, but you can make a relationship that works for both of you with some finesse and know-how.  

THIS VIDEO DETAILS WHAT TO LOOK FOR WITHIN AN OFF-PREMISE ACCOUNT AND HOW IT CAN HELP YOU POSITION YOUR PRODUCT TO THE BUYER.

VIDEO RECAP

BEFORE YOUR VISIT: research their website and look for

• Style of spirit
• Mainstream brands or craft
• If they lean towards a specific style in a category
• Competitive brands
• Tastings (virtual or in-person)

Keep in mind that the website might not be up to date, but at the very least, it gives you a general idea of what type of store they are.

IN-STORE: OBSERVE

• Gaps in the category
• Price points
• POS displays
• How can your brand enhance what they are offering?

THIS VIDEO DISCUSSES BEST PRACTICES WITHIN THE OFF-PREMISE ON HOW TO MEET THE BUYER AND MAKE AN APPOINTMENT

VIDEO RECAP

MEETING THE BUYER

• Have the Sales Rep introduce you (the most ideal)
• The 2nd is to cold call over the phone to gather research and to make an appointment.
• The least effective is to stop by the store unannounced and spring a meeting with the buyer instead, ask for an appointment at a future date; this will get you a lot further with the buyer and help to build mutual respect.

Either way, you will accomplish much more if the buyer is prepared to meet you and you have done the proper research.

IN THIS VIDEO, I DISCUSS WHAT INFORMATION YOU
CAN PREPARE AND UTILIZE WHEN SELLING
INTO AN OFF-PREMISE ACCOUNT.

VIDEO RECAP (PLUS BEST PRACTICES IF ON A WORK-WITH)

IF ON A WORK-WITH, MAKE SURE TO DISCUSS WITH YOUR REP:

• What type of buyer are they? Do they only care about the deals and what the brand is doing to make the consumer aware that the product exists, or does the story about the brand and its key selling points matter to them? 
• What sells well within that store?
• Do they conduct tastings? 
• Are there POS items that they ask for?
• Do they drink? 
• What else can you do to be successful?
  

BE PREPARED TO DISCUSS: (ADJUST ACCORDING TO THE BUYER)

• Awards won
• Pictures of POS displays available
• Pricing
• Advertising or social media campaigns
• Local bars that carry your product
• Ability to set up tastings 
• Where & who can they order the product from 

IN THIS VIDEO, NATHAN AND KYLE WILL DISCUSS SOME OF THEIR BEST PRACTICES WHEN WORKING WITHIN THE OFF-PREMISE