Maximizing Your Sales Rep Relationship: A Guide for Bar and Restaurant Managers
Introduction: What is a Sales Rep, and What Do They Do?
Beer, wine, and liquor sales reps are a crucial part of the beverage industry, acting as the bridge between suppliers and your establishment. Their role is to help you source the best products for your bar or restaurant, provide information on new trends, and offer solutions to boost your beverage program. In many cases, they are more than just salespeople; they can be invaluable resources for product knowledge, marketing insights, and staff training.
However, working with a sales rep effectively requires clear communication, strategic planning, and a willingness to collaborate. In this article, we’ll outline how to best utilize your sales rep to improve your bar or restaurant’s operations and overall success.
Help Them Help You by Providing Clear Feedback
Offering clear, constructive feedback to your rep is essential. If a product didn’t perform well, let them know why. Did the customers find it unappealing? Was the price point too high for your audience? The more specific you are with your feedback, the better your rep will be able to tailor future recommendations to your needs and also provide the producer with valuable market feedback.
Over time, your rep will learn what products resonate with your customers and can present you with better options, making your tastings and meetings more productive.
It’s OK to Say No
One of the biggest mistakes managers make when working with a sales rep is feeling obligated to accept every tasting or new product they show. It’s important to establish boundaries and feel comfortable saying no. If a product doesn’t align with your menu, price point, or overall vision, don’t hesitate to politely decline. Reps appreciate clear communication because it helps them refine what they bring you in the future. Saying no is always better than saying nothing!
Remember, your time is valuable, and you want to focus on products that truly fit your program. Saying no when needed allows both you and the rep to stay aligned on your specific goals.
Provide Insight into Your Plans
When purchasing from a sales rep, it’s important to be upfront about how you plan to use the product. Are you featuring it in a cocktail on your menu, offering it as a by-the-glass wine, or rotating it as a special item? Clearly articulating your plans allows the rep to provide better support in terms of promotional materials, staff training, and even future stock availability.
Additionally, providing estimated run rates can help your rep understand how frequently you’ll need reorders. If you anticipate a product selling quickly, let them know in advance so they can ensure you don’t run out unexpectedly.
Making Clear and Accurate Orders
Accuracy and clarity in your orders go a long way in maintaining a smooth relationship with your sales rep. Provide SKUs, correctly spell the product names, and ensure the quantities are clear. This reduces the risk of mistakes and ensures you get exactly what you ordered in a timely fashion.
This is where Spec can make your life easier. Spec’s ordering tools allow you to organize your products and easily place accurate, efficient orders. With the ability to store SKUs, brand names, and product details, you can streamline your ordering process and minimize errors.
Utilize Your Rep for Staff Training
Your sales rep can be a valuable asset in educating your staff on the products you carry. Whether it’s a new spirit for your cocktail program or a new wine by the glass, reps are often eager to host training sessions to ensure your team is knowledgeable about the products. This not only empowers your staff but also helps sell more of the product.
Spec can take this a step further by allowing you to store product information, tasting notes, and recipes in one central place. With Spec’s mobile app, your staff can access these details at any time, making them more knowledgeable and confident when recommending products to guests.
Conclusion
Your distributor sales reps are more than just suppliers—they are partners in your success. By clearly communicating your needs, providing constructive feedback, and using tools like Spec to streamline your ordering and staff training processes, you can maximize the value of your rep relationship. Take these steps to ensure that both you and your rep are working towards the same goal: creating a beverage program that delights your customers and drives profitability.
Leverage the power of Spec to enhance communication, streamline operations, and improve staff training.
