All too often as brewers open up, many of the decisions made
with the aim of creating a successful sales team seem haphazard, at
best.
The brewery industry has changed significantly in the last 20
years and is continually evolving. Sales used to be based on
relationships only – but customers are now demanding more
than ever from your sales team. Selecting and building your sales
team is an essential part of your brewery's long-term success.
Below are five tips to help you build an effective brewery sales
team.
1. Create a Sales Plan
A sales plan is an evolution of your vision and mission
statement. It should be an extension of your products and encompass
ethics, morals and a clear strategy. Your plan should list what
your expectations are of each person who is representing your
brand, including call planning, sales tactics, tools and
compensation plans. The brewing industry is dynamic and a valuable
salesperson will increase profitability and open up channels
