{"id":1,"date":"2022-03-06T18:26:08","date_gmt":"2022-03-06T18:26:08","guid":{"rendered":"http:\/\/jennymaryelliottdrinksconsultant.co.uk\/?p=1"},"modified":"2023-06-27T16:53:02","modified_gmt":"2023-06-27T15:53:02","slug":"hello-world","status":"publish","type":"post","link":"https:\/\/jennymaryelliottdrinksconsultant.co.uk\/?p=1","title":{"rendered":"Growing your Drinks Brand with On-Trade Field Sales"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1\" class=\"elementor elementor-1\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b35b04c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b35b04c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-44ad718e\" data-id=\"44ad718e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-34bc4ce8 elementor-widget elementor-widget-text-editor\" data-id=\"34bc4ce8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 26-06-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<h5><strong>Growing your Drinks Brand with On-Trade Field Sales <\/strong><\/h5>\n<p>\u00a0<\/p>\n<p>Growing your drinks brand in the on-trade should be a key part to any drinks brand\u2019s strategy.<\/p>\n<p>At JME Drinks Consultancy, our key service is our on-trade Field Sales Team.<\/p>\n<p>We cover major cities over the UK, selling premium and craft beer, wine and spirit brands to the on-trade.<\/p>\n<p>\u00a0<\/p>\n<p>Our Founder, Jenny Mary Elliott, has enjoyed a successful career in Field Sales, first in the beauty industry, then moving to drinks. Jenny has hired managed, trained and developed Field Sales Teams over the UK and Globally over the last 20 years.<\/p>\n<p>\u00a0<\/p>\n<p>Here are some of Jenny\u2019s top tips to get your brand and your team ready to grow in on-trade Field Sales.<\/p>\n<p>\u00a0<\/p>\n<p>First of all, you need to be clear on your Brand Proposition. Spend time setting out your Brand Story clearly, and creating a visually appealing, impactful sales deck and one-pager for use out in trade.<\/p>\n<p>\u00a0<\/p>\n<p>Who and where are these?<\/p>\n<ul>\n<li>Target consumers<\/li>\n<li>Target occasions<\/li>\n<li>Venue types that can sell your product to fulfil that occasion\u00a0<\/li>\n<li>Geographies you want to target\u00a0<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-1406 size-full\" src=\"https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-23-134527.png\" alt=\"\" width=\"738\" height=\"493\" srcset=\"https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-23-134527.png 738w, https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-23-134527-300x200.png 300w\" sizes=\"(max-width: 738px) 100vw, 738px\" \/><\/p>\n<p>\u00a0<\/p>\n<p>Next you must understand what \u2018good looks like\u2019<\/p>\n<p>Scour the bars in your target zones for what I call \u2018sales clues\u2019 which are data points that tell you \u2018my brand should sell well here\u2019<\/p>\n<p>Also, ensure you learn as much as you can about your competitors. Gather information on everything they do before you set out your own offering. Look at pricing, rate of sale and marketing support offered.<\/p>\n<p>\u00a0<\/p>\n<p>What does good look like?<\/p>\n<ul>\n<li>Understand your target bars\u2019 pricing\u00a0&amp; GP needs<\/li>\n<li>What is an average rate of sale of your competitors<\/li>\n<li>What marketing support needed\u00a0to drive growth<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p><img decoding=\"async\" class=\"wp-image-1390 size-full aligncenter\" src=\"https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2023\/06\/4C16B679-93AD-41E1-AFCF-1972D2A3636F.jpeg\" alt=\"\" width=\"1536\" height=\"2049\" srcset=\"https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2023\/06\/4C16B679-93AD-41E1-AFCF-1972D2A3636F.jpeg 1536w, https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2023\/06\/4C16B679-93AD-41E1-AFCF-1972D2A3636F-225x300.jpeg 225w, https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2023\/06\/4C16B679-93AD-41E1-AFCF-1972D2A3636F-768x1025.jpeg 768w, https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2023\/06\/4C16B679-93AD-41E1-AFCF-1972D2A3636F-1151x1536.jpeg 1151w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" \/><\/p>\n<p>\u00a0<\/p>\n<p>Ideally, this work should all be done before you\u2019ve even created your product, thus ensuring that your brand commercials stack up. It\u2019s quite simple if you have all of the above information in front of you.<\/p>\n<p>\u00a0<\/p>\n<p>Will your brand commercials stack up?<\/p>\n<ul>\n<li>What are your COGS<\/li>\n<li>What is your cost to deliver<\/li>\n<li>Have you taken into consideration margins for RTM and bars<\/li>\n<li>Have you assigned a marketing budget to drive growth<\/li>\n<li>Have you set aside money for additional retros or listing fees<\/li>\n<li>Are these commercials sustainable<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p>Now we are clear on our brand\u2019s offering, pricing, and who we want to sell to, the next question is how do we service those bars? In the on-trade long term growth means partnering with local or regional wholesalers. At the least they are your \u2018wheels\u2019 enabling the bar to order your product alongside everything else they need for that week, meaning one order \u2013 one delivery \u2013 one invoice. Some bars will place a direct sale straight from the brand, but to access groups or bigger customers \u2013 we need an RTM.<\/p>\n<p>\u00a0<\/p>\n<p>Who do we want to partner with?<\/p>\n<ul>\n<li>What RTMs do my target customers currently use<\/li>\n<li>What RTMs have reps on the road in my target areas, that I could network with<\/li>\n<li>What RTMs actively sell my category successfully<\/li>\n<li>What RTMs are open to speaking to me<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p>Next up let\u2019s talk about Team. It might just be you, the founder to start with, but you will grow into needing outside support. That could be a sales agency like JME, or you could hire your own team. Being clear on all of the above, especially what customers you are selling to, should mean it\u2019s clearer to you what level of team experience you need. However, this will also depend on what level of experience you have, as the founder.<\/p>\n<p>\u00a0<\/p>\n<ul>\n<li>What level of experience team do you need \u2013 this is dependent on your target customers<\/li>\n<li>How many team members do you need \u2013 what geographies would they cover<\/li>\n<li>Create clear JDs and Roles &amp; Responsibilities documents<\/li>\n<li>Set clear KPIs\u00a0that are achievable but stretching<\/li>\n<li>Create a plan for recruitment &amp; induction<\/li>\n<li>Create a plan for training &amp; coaching\u00a0<\/li>\n<li>Create a plan for people management ongoing\u00a0<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1403 size-large\" src=\"https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2023\/06\/JME-DRINKS3-1024x576.jpg\" alt=\"\" width=\"800\" height=\"450\" srcset=\"https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2023\/06\/JME-DRINKS3-1024x576.jpg 1024w, https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2023\/06\/JME-DRINKS3-300x169.jpg 300w, https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2023\/06\/JME-DRINKS3-768x432.jpg 768w, https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2023\/06\/JME-DRINKS3-1536x864.jpg 1536w, https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2023\/06\/JME-DRINKS3-2048x1152.jpg 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>\u00a0<\/p>\n<p>The last check point before you hit the bars is to decide exactly where to go. Using all the above information you can build out a strong prospect list for you and your team to use. Using a good, app-based CRM system is essential to keep track of progress both whilst prospecting, and once bars become customers. At JME we use and recommend BOWIMI.<\/p>\n<ul>\n<li>Target the right geography\u00a0\/ cities\u00a0\u00a0<\/li>\n<li>Target the right consumers &amp; drinking occasions\u00a0by venue type<\/li>\n<li>Create a suitable\u00a0and credible\u00a0prospect\u00a0list<\/li>\n<li>Keep all customer information, progress and orders up to date in one place<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><!-- \/wp:paragraph --><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fd5df9f elementor-widget elementor-widget-image\" data-id=\"fd5df9f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 26-06-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"212\" src=\"https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2022\/03\/JME-Drinks-Consultancy-300x212.png\" class=\"attachment-medium size-medium wp-image-1052\" alt=\"JME Drinks Consultant Consultancy Jenny Mary Elliott field sales teams drinks industry bar on trade off trade\" srcset=\"https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2022\/03\/JME-Drinks-Consultancy-300x212.png 300w, https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2022\/03\/JME-Drinks-Consultancy-1024x724.png 1024w, https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2022\/03\/JME-Drinks-Consultancy-768x543.png 768w, https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2022\/03\/JME-Drinks-Consultancy-1536x1086.png 1536w, https:\/\/jennymaryelliottdrinksconsultant.co.uk\/wp-content\/uploads\/2022\/03\/JME-Drinks-Consultancy-2048x1448.png 2048w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Growing your Drinks Brand with On-Trade Field Sales \u00a0 Growing your drinks brand in the on-trade should be a key part to any drinks brand\u2019s strategy. At JME Drinks Consultancy, our key service is our on-trade Field Sales Team. We cover major cities over the UK, selling premium and craft beer, wine and spirit brands [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1403,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"class_list":["post-1","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-field-sales-expertise"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Growing your Drinks Brand with On-Trade Field Sales - JME<\/title>\n<meta name=\"description\" content=\"Drinks consultant, highly experienced within the on trade and off trade to help grow your drinks brand. Experienced within the spirits, beer and rtd industries. 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