Here is an article for those who sell the wine & spirits to the restaurants, hotels and various hospitality operations around the world. This position is crucial to the supply chain that helps keep sommeliers, waiters and bartenders stocked with the great products they sell everyday.
Winning Ideas for By The Glass Placements
Securing by-the-glass (BTG) placements in restaurants and hotels is a significant opportunity for wine and spirits distributors. These placements not only enhance brand visibility but also drive consistent sales volume. Understanding how sommeliers and managers make decisions about which wines to pour by the glass is crucial for distributors looking to access this market more effectively. This article aims to equip salespeople and sales managers with the strategies needed to secure more BTG placements, thereby increasing their sales and market presence.
Understanding the Buyer's Decision-Making Process
When sommeliers and managers decide which wines to offer by the glass, they approach the decision with a clear set of criteria. They often have a specific idea of the types of wines they want, influenced by their restaurant's cuisine, theme, and clientele preferences. Price point is the most critical factor, as they aim to find the best possible product that meets their quality standards while staying within a budget that allows for attractive front line pricing to their customers.
Moreover, they evaluate potential BTG wines based on available multi-case discounts, which can significantly impact their purchasing decision by providing better value. Giving the client a clear picture on the discounts, and the time horizon of those incentives, is a great way to secure a placement, especially if the outlet does considerable volume. The amount of stock the distributor has on hand is a key consideration, as consistent availability is essential to ensure they can meet customer demand without interruption.
The Tasting Appointment
The tasting appointment is a critical step in presenting your wines to potential buyers. It’s an opportunity to showcase your products and demonstrate how they align with the buyer’s beverage program. To make the most of this appointment, several key factors should be considered.
First and foremost, scheduling the appointment requires sensitivity to the buyer's schedule. Sommeliers and managers are often pressed for time, so it’s important to propose a meeting time that is convenient for them. Flexibility and punctuality are crucial—arrive on time and be prepared to make the most of the time allotted. Confirm the appointment a day or two in advance and ensure that you’re respectful of their busy periods, such as just before service begins.
Once the appointment is set, the next step is preparation. Knowing your product inside and out is essential. This means understanding the wine’s history, production methods, tasting notes, and any unique selling points. Be prepared to answer any questions the buyer might have and to articulate why each wine is a good fit for their program. This depth of knowledge not only builds your credibility but also instills confidence in the buyer.
Finally, product-market fit is crucial during the tasting appointment. The wines you present should align with the client’s beverage program. This requires a deep understanding of their brand, menu, and target audience. Avoid bringing wines that fall outside the boundaries of their established brand identity or customer expectations. For example, if a restaurant is known for its Italian cuisine, presenting a portfolio rich in Italian wines is more likely to resonate with the buyer.
Before the meeting, research the client’s current wine list and try to identify any gaps or opportunities where your products could add value. Tailoring your selection to meet these needs demonstrates that you have done your homework and are genuinely interested in helping them enhance their beverage offerings.
By being mindful of the buyer’s time, thoroughly knowledgeable about your products, and ensuring a strong product-market fit, you can significantly increase your chances of making a successful sale during the tasting appointment.
The Follow-Up Process
Following up after a tasting appointment is a crucial step in the sales process, as most buyers need time to make their decision. A well-structured follow-up process can help keep the momentum going and increase the likelihood of closing the sale.
The day after the tasting, send a thank you email to the buyer, expressing your appreciation for their time and interest in your products. Attach all pertinent information about the wines you presented, even if you provided technical sheets during the tasting. This email should be concise, friendly, and professional, reinforcing the key points discussed and offering to answer any further questions.
If you haven’t received a response or order within 2 to 4 days, send a gentle reminder email. This message should offer further assistance and show that you are available to provide additional information to facilitate their decision-making process.
If there’s still no response or order after your email follow-up, it’s time to schedule another in-person meeting. This meeting is an opportunity to gain clarity on the buyer’s intentions and address any concerns they might have. When arranging this meeting, be direct but courteous, aiming to find a convenient time for both parties.
During this follow-up meeting, it’s acceptable to ask for clarity on the buyer’s intentions. This can help you understand their decision-making timeline and any potential obstacles. Approach this conversation with a sense of partnership, aiming to find solutions that benefit both parties.
After the Sale: Communication and Stock Maintenance
Once a sale has been made, the salesperson's responsibilities extend beyond just delivering the product. Effective communication and diligent stock maintenance are crucial for ensuring a successful ongoing relationship with sommeliers and managers.
Sommeliers and managers highly value transparency and proactive communication, especially when it comes to stock management. Given their busy schedules, they often don't have the time to constantly monitor inventory levels for BTG placements. As a salesperson, it’s your responsibility to keep them informed about product availability and any potential issues that may arise.
Provide regular updates on stock counts throughout the quarter, ensuring that the buyer is always aware of how much product is on hand. This proactive approach helps prevent unexpected shortages that could disrupt their beverage program. If there are any outages or delays in product arrival, promptly notify the buyer. This heads-up allows them to make necessary adjustments and avoid any service disruptions.
Additionally, suggest alternative products that could serve as substitutes in case of stock shortages. Having a list of backup options that fit within the buyer’s beverage program demonstrates your commitment to their success and helps maintain their trust. The “on-deck” circle is important, as having a list of offerings that can replace (or substitute) will ensure that even if your product runs low, the placement might still be maintained.
By maintaining open lines of communication and actively managing stock levels, you can ensure that your buyers remain satisfied and confident in their partnership with you. This level of service not only enhances their experience but also fosters long-term loyalty and repeat business.
In Conclusion
Maintaining great relationships with buyers hinges on consistent communication, honest effort, and a respectful understanding of their limited time. By proactively managing inventory, keeping buyers informed, and being responsive to their needs, salespeople can build trust and reliability. Demonstrating a genuine commitment to their success through timely updates and thoughtful product recommendations reinforces this trust. Ultimately, these strong relationships are the cornerstone of effective distribution practices. With a focus on partnership and excellence, salespeople can ensure sustained success and growth in the dynamic world of wine and spirits distribution.
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