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If you’re a start-up drinks brand with no distribution yet, the right person for your sales team will make all the difference. You need someone who is going to fit the bill to deliver results in the on-trade.
Here’s what I look for when helping brands build their perfect sales force:
Top 10 Must-Have Traits
An outgoing people-person who can build rapport the second they walk into a bar.
Someone who is never afraid to ask questions! They listen and learn during every conversation.
Able to explain the brand story with impact. Including the drinks taste profile, and how to use it behind the bar.
It’s essential to understand the basic commercials of a bar and how to use them, including GP, ROI & cash margin – previous hospitality experience has this already built in, which is invaluable!
It’s important to be able to have challenging conversations to close the sale.
We need someone who will stick to their word, and do what it takes to support the growth of the brand in their customers venue.
They must care about the brand and understand when a brand & venue will work in harmony together. They need to put themselves in the customers shoes to understand their needs.
Ability to connect with the decision maker to achieve sales, and connect with the bar team to drive volume. Every conversation must count.
Great time management for personal admin and preparation for a day on-trade.
You need a pro-active individual who is confident working alone and staying focused during a day of field sales.
If you need any tips on building your own sales team, let’s start the conversation! Email Jenny@JMEDrinksConsultancy.co.uk 
