Fixing the Sell-in Pitch: The 4 Biggest Mistakes Salespeople Make Talking to Bar Owners

And How to Rescue Them From a "Thanks but no, Thanks" Reply

Dear Drinks Builder,

The Drink Industry has become more and more challenging. The proliferation of craft brands makes it tough and often leads to brand switches. Shelf space and Back bars are limited, and to make room for your brand, a venue must remove another one (or at least push theirs to the second or third row, collecting dust).

Even worse, the above refers to those who make it on the shelf. But most brands don’t. Most brands fail at the door and if they manage to talk to a bar manager or owner, they fail to explain the whole point about their brand.

But what are the biggest mistakes salespeople make when selling their brand?

1. They don’t listen to customers

They focus on their message. They assume they have the best brand in the world and get overconfident. By doing this, they don’t let customers open up about their needs.

You’ll be surprised how much crucial information you would get by simply asking open questions and staying silent, listening. Owners and Managers struggle with different issues, from staff shortages to rising costs. From not enough footfall to low average basket spend. If you don’t let them open up, they won’t tell you. This way you will end up with your usual story, assuming stuff.

2. They don’t study menus and back bars

Their offer is standardized across venues. They don’t want to waste time on understanding what’s their occasion and what their target venue is. So they apply the one-size-fits-all approach. They don’t care how many brands are competing in their category. They don’t spend time checking if the competitor they have in mind is listed there.