3 Essential Resources Your Sales Team Needs to Succeed

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Equipping your sales team with the right physical and online tools while establishing strategies to best reach success can help lead to better use of time and effort to help maximize what needs to be done on a day-to-day basis for your staff.

Here are three things that were brought to light from brewery leaders across the country to Brewer when asked what tools are needed to effectively promote and sell for any member of the sales staff and how the brewery makes an effort to make sure they have what they need?

Key Tools for Effective Promotion and Sales

A comprehensive Customer Relationship Management (CRM) system is indispensable for any sales team. 

Ryan Bandy, Chief Business Officer of Indeed Brewing, emphasized the necessity of a CRM that includes retail sales info, data, inventory, and buying information. 

“We invest in Indeed-branded sheets for things like brands, pricing deals, industry data, and our sales data,” Bandy said. These tools are essential to arm any salespeople effectively.

Additionally, he recommends the app Profit Story for its utility in handling ‘Trade Math,’ enabling sales teams to strategize pricing effectively. 

“If we’re trying to get to $14.99 on the shelf, let’s do the math to make that happen,” Bandy said, highlighting the app’s simplicity and effectiveness to retailers.

At Sonoma Craft, Breanne Heuss pointed to the significance of an easy-to-use online portal accessible to all sales members and distributor partners within the company, which includes Seismic Brewing

This portal hosts presentations, sell sheets, spec sheets, flow point-of-sale, and seasonal point-of-sale elements to support Seismic’s initiatives throughout the year, she said. 

This streamlined approach ensures that sales teams have immediate access to necessary resources, enabling them to operate efficiently and effectively.

Engaging Customers through Strategic Events

Customer engagement is a cornerstone of any successful sales strategy. Bandy underscored the importance of tasting events, referring to the old-school saying, “Liquid to lips!” He adds, “There isn’t any substitute for getting people to try our beverages. We spend a decent budget on tastings each year because it’s absolutely essential.” 

Moreover, he advises getting people to the brewery itself. 

“Get people to the taproom to have a pint, go walk around the production a bit, hang out inside our brand’s home,” he said. “That should include retail players, guests, influential media, and such. 

“Get them to the taproom! It’s our best marketing tool.”

READ MORE: Can Sustainability Efforts Be a Marketing Tool?

Seth Talmon of Lawson’s Finest Liquids shares a similar sentiment, emphasizing the evolving nature of the craft beer drinker. To expand its reach, Lawson’s participates in alternative sampling opportunities such as music venues, bike races, ecologically minded conferences, and sponsorships of LGBTQIA+ events. These events help in engaging a broader audience and fostering brand loyalty.

Heuss mentions the effectiveness of tap takeovers when introducing new items or entering underdeveloped markets. 

“Tap takeovers help us build brand awareness and facilitate taste trials for new products,” she explains. This approach not only introduces potential customers to new offerings but also creates a memorable experience that can convert first-time tasters into loyal customers.

Understanding Market Demographics and Preferences

Researching and understanding the demographics and preferences of the target market is vital. Talmon explained that the Brewers Association website is a valuable resource for evaluating current markets and opportunities for future market expansion. 

“As a values-based company and recently gaining B-Corp Certification, we evaluate factors like the number of B-Corps per state or territory to understand how our brand may be received by consumers,” Talmon said. This data-driven approach ensures that the sales team targets the right markets and tailors their strategies to meet consumer preferences.

“Ultimately, sales data is your loudest feedback — what do people buy and drink,” Bandy said.

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