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How to find an Alcoholic Beverage Sales Representative

It was reported by AdAge on the American per capita beverage consumption for 2010 that the average alcohol (beer) consumer takes about 20.8 gallons of beer annually. This clearly depicts the high demand in the industry. If there are about 100,000,000 consumers of alcohol in the United States, we may be recording over 2 billion gallons in alcohol consumption annually. There needs to be adequate supply to meet this demand as there is projected increase in the consumption. As more people come of age, quite a large population begins to drink. The different alcoholic brands are looking to reach more consumers in different states and part of the country. And this is why they engage the services of sales reps.

Sales reps are the guys that bring the business for the company they work for. Though there are sales companies that do not produce their own products but market those of others. Notwithstanding, a sales rep has to sell. To do this, she has to reach out to prospects, pitch the benefits of her products, show them the advantage of doing business with her, sell, and keep in touch with the customers.

Who is an Alcoholic Beverage Sales Rep?

This is a sales rep who works for a distillery and markets the products to bars, wine stores, supermarkets, clubs, and other places where alcohol is being sold. 

The sales rep works under intense pressure. This is a consumer item and the distillery has to constantly be in operation. Thus, sales reps have to hit sales target. This may be a determinant for job security as they may become redundant if they are not bringing in more sales. 

How to Become an Alcoholic Beverage Sales Rep

Build Relationships

Samuel Adams beer goes for $100 a bottle. When the brand started, the founder of the company would take the beer himself to bartenders and ask them to try his beer. He developed relationships with the bartenders and bar owners so much that his products spread fast. Today, James Koch is a billionaire and his beer, a highly respected brand. This is the power of building relationships in business. Build relationships with bartenders, bar owners, sales reps of other brands and everybody you can in the industry. 

You need Some Field Experience

Many employers prefer to employ experienced sales reps. This is due to the fact that teaching a new sales rep the ropes may be time and money consuming. However, a stint at a sales program or internship could really help.

Acquire Core Sales Skills

There are some essential skills required of a sales person. Some of these skills are classic sales skills that have proven to be effective for decades. They are:

  • Must be passionate about lead generation and sales
  • Needs a positive attitude and strong work ethic
  • Organizational skills
  • Interpersonal communication skills
  • Excellent communication skills
  • Relationship building and maintenance skills

Final words…

It goes beyond selling drinks, it extends into forming longstanding relationships. Develop yourself. Know a lot about drinks. And be persistent.

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