PREPARATION AND PLANNING
A sales representative (SR) is required to plan times and activities toward achieving of Company and supplier volume, distribution, promoting displays, and shelf/cold box management and merchandising objectives within the assigned accounts and, in on-premise accounts, wine list promotions, drink lists, food menu marketing, and back bar merchandising objectives by:
- Calling on accounts and covering routes daily by following an established and efficient routing pattern that ensures assigned accounts are visited on an appropriate basis and serviced on a face-to-face
- Analyzing the total territory and each account to determine priority selling and merchandising opportunities.
- Making best efforts to establish by brand the priority SMAC (Specific, Measurable, Attainable and Compatible) sales and merchandising plans for each account and for each sales call that can result in achievement of supplier volume, distribution and program
- Preparing and presenting professional sales presentations to retailers that are tailored to current supplier programs and the needs of the
- Interacting, where appropriate, with Manager and Supplier Representatives to arrange for the conducting of wait staff training when requested by an account at a time to be mutually agreed upon by the SR and the account.
A SR is required to deliver sales presentations toward achieving Company objectives (e.g. brand building goals) and supplier objectives (e.g. quotas) and to utilize all marketing and promotional opportunities available to ensure sell through and continued sales of the Company product line by:
- Attendance at Company and/or supplier sponsored meetings, regional trade shows, and training, e., training classes, wine education classes, etc., with 72 hours prior notice.
- Utilizing information, such as the Beverage Journal, provided by the Company to keep up-to-date on Company brands and competitive brand pricing and all other pertinent information, which includes knowing in depth the features and benefits of supplier products and programs compared to the competition.
- Striving to obtain the appropriate off-premise distribution of supplier brands, types and sizes as directed by management by cultivating all owners, managers, clerks, stock persons and all concerned with the sale of products in order to obtain maximum "push" business through staff training, i.e. supplier self-schematics, adjacencies, facings, cold box, etc.
- Striving to obtain the appropriate on-premise distribution of supplier brands, types and sizes as directed by management by cultivating all owners, managers, beverage managers, bartender(s), wait staff, key kitchen personnel and all concerns with the sale of products in order to obtain maximum "push" business.
- Striving to gain feature price, promotion and display merchandising support from the territory off-premise accounts by using sales trends, retailer inventory and special activities (holidays, advertising, merchandising, displays, seasonal activities, etc).
- Striving to gain wine list presence, internal servicing skills, wine-by-the-glass mechanics and features, conduct wait-staff training, setting up back bar distribution, and merchandising of the back bar. Striving to obtain distribution support from on-premise accounts by using sales trends, retailer inventory and special activities (holidays, advertising, merchandising, displays, seasonal activities, etc).
- Calling on accounts and covering route daily, keeping route sheets up to date, while developing positive customer relations with owners, managers, and all other retailer
- Assistance with on-premise promotions including attendance at such events (if at all possible).
- Endeavoring to merchandise the accounts by facilitating wine maker dinners, wine and spirit events with accounts to help promote and showcase Company brands.
- Maintain and use tasting notes, an adequate number of price books, sell sheets, and information from management and suppliers.
- Furthering Company business by following up with all promotional accounts and wine tasting attendees toward achieving product availability on a longer term basis, as well as any other additional opportunities for distribution.
A SR is required to familiarize himself/herself with all suppliers and their brands aimed at achieving positive consumer reaction by:
- Working with supplier representatives provided that best efforts are used to give at least one week's notice and/or Company managers with 24-hour prior notification. These are supplier and/or supervisory accompanied workdays and are designed to train and teach the SR in advanced selling skills and methods to assure their usage is being practiced and correctly presented.
- Knowing their account needs and opportunities for each supplier work-with and being prepared to communicate same to the supplier associate, if necessary.
- Representing our products, our Company, and our suppliers in a positive way while always maintaining a professional relationship with every supplier. This includes following up with accounts after a supplier work-with in regard to any commitments made to those brands.