WHERE SHOULD I BE SELLING AFTER LOCKDOWN? AS WE EMERGE FROM LOCKDOWN, DRINKS BRAND OWNERS MUST HAVE AN EFFECTIVE SALES STRATEGY IN PLACE THAT WILL DELIVER FOR BOTH THEIR BUSINESS AND FOR THEIR CUSTOMERS, EXPLAINS JOE BROUDER, THE FOUNDER AND MANAGING DIRECTOR OF 2EM
T
he Government has
Begin by segmenting your list of
announced its roadmap out
customers into subcategories that
of lockdown. We’re seeing
work for your business. There must be
a phased reopening of the
sufficient detail for you to be able to carry
economy with hospitality
out meaningful analysis, but not so in
businesses reopening from April. Assuming no further lockdowns or
depth that you only have a handful of customers in each subcategory. Some suggested subcategories are:
challenges from new variants of the virus, this summer is set to be one of the
u Independent Free Trade
busiest on record, with pent-up demand
u Multiple Retail Groups
for human contact never before seen.
u Regional wholesale distributors
For many in the hospitality supply chain,
u National wholesale distributors
whether manufacturer, distributor or
u National retail groups
service provider, the revenue from on
u Managed national
trade customers provides a huge chunk
u Regional brewers
of their profitability.
u Leased & Tenanted u HoReCa
If the previous reopenings are anything
u Prestige
to go by, it will be hectic for both on trade operators and for those in the
THE PERFECT CUSTOMER
supply chain. Minimising time-wasting and having more meaningful sales
You might already have a perfect
conversations with the right customers
customer profile set up. In this exercise
has therefore never been as important.
we are going to further define what this perfect customer looks like from a sales
Drinks brand owners must have an
perspective.
effective sales strategy in place that will deliver for both their business, and for
At 2EM we recommend implementing
their customers.
the following grading system:
COMMENT
Luckily, there are a few steps you can
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take to make sure that you and your sales
#1 Permanent stockists / high volume /
team are committing your time to the
brand advocate
right customers.
u Clarify exactly what high volume looks like in your business
CATEGORISE SALES DATA
#2. Permanent stockist as part of the range / reasonable volume
SUMMER 2021
Digging through data has never been
u Clarify what reasonable volume looks
the most riveting of subjects, but it is
like in your business
by getting into the detail that you will
#3. Rotational or guest stockist
understand where your sales are coming
u The customer has bought in last 12
from, and more importantly where they
months
are not.
#4. None stockist
DISTILLERS JOURNAL
