Most beer and ale retail businesses rely on third-party vendors for equipment, supplies and other products. So, many B2B companies build their business plans around sales to beer and ale retail businesses.
(article continues below)
Your approach will vary according to your situation and your company's unique business model. But in general, there are several things you will need to consider when devising a system for selling to beer and ale retail businesses.
SPECIAL OFFER. Get a list of beer and ale retail business contacts. Deliver your message to the right audience with highly targeted mailing lists from Experian. Special offer for Gaebler.com site visitors -- 5% off all Experian mailing list purchases.
Acquire a beer and ale retail business lead list.
Effective lead generation processes are vital for firms that sell to beer and ale retail businesses. Sales teams should be trained in basic lead generation as well as your company's typical prospecting routines. Lead lists obtained through legitimate third-party providers like Experian can improve the quality of your leads and reduce the workload of gathering prospect contact information.
But lead generation is only part of the story. Of equal importance is the quality of the messaging you include in your sales and marketing strategy. Don't forget that beer and ale retail businesses are educated buyers who can spot an empty value proposition from a mile away. To get their attention, you'll need to create highly focused sales messages that emphasizes your product's strengths and value points.
Casting a Broad Net
The first step in selling to beer and ale retail businesses is to take a broad approach to the marketplace. Strategies that are isolated to the local market are not likely to succeed in an environment that leverages the benefits of long-distance sales techniques.
Although a geographic concentration may be a useful strategy for new sellers, you will eventually need to broaden your focus to include prospects outside of your initial range. You can also broaden your prospect base by introducing new products and partnerships into the mix.
Cooperation is a key feature of companies that succeed in selling to beer and ale retail businesses. Vertical business models simply aren't as efficient as models that emphasize collaboration between business units.
In some cases, the synergy between sales, marketing and other business units can provide the impetus for meaningful growth.
We think you may find these additional resources to be of interest.
If you have an existing beer and ale retail business, you are in the wrong spot. These resources will come in handy:
If you want to start a beer and ale retail business, these resources should prove useful:
If you are looking for advice on selling to a different company type, you will enjoy our directory of sales guides below.