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Consumers May Buy Brands, But Retailers Buy YOU
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Last week I presented at the the Fall meeting of the Associated Beer Distributors of Illinois. A-B chief Dave Peacock spoke before me and I remember him saying the following: "We are a brand business. People don't buy companies, they don't buy brewers, they don't buy wholesalers, they don't buy retailers, they buy brands...." A statement that got me thinking. If consumers buy brands, what do retailers buy? Retailers (bars, restaurants, stores and clubs, etc.) buy the YOU…
They buy the EDUCATION you convey...
...and the stories you share about your products and the ways your products are different. They buy the comfort that comes when they know their people are comfortable selling your products.
They
buy the SUPPORT you offer...
...proactively to help move inventory and run a better business. They buy the way you proactively share a solid plan for moving products before asking for an order. They buy the way you never turn your back on inventory.
They
buy the IDEAS you share...
...and the ways you creatively bring excitement to their bars, restaurants, clubs and stores. They buy your ideas for innovative tastings, events and promotions; anything that drives traffic.
They
buy the INTEGRITY you display...
...and hope that what you say and do when they’re NOT looking, matches what you say and do when they ARE looking.
They
buy the FOLLOW-THRU you practice...
...to get them the information they need to help sell your products.
They
buy the COURTESY you show...
...by respecting their time. By being on time for meetings. By being prepared for meetings. By calling when you’re running a few minutes late. By putting your cell phone away and, for a few moments, acting like they’re their ONLY CUSTOMER.
They
buy the CONSISTENCY you demonstrate...
...by handling all the little aspects of customer account management without incident. Providing accurate pricing, sharing information in a timely manner, returning phone calls and emails promptly!
They
buy the INITIATIVE you summon up...
...to improve their businesses.
To help increase average tickets, bar rings and customer counts. They buy the initiative
you display when you show up unannounced and do something unexpected.
They
buy the RESPECT you give...
...each and every member of
their team. They know that their people have names, hopes, dreams, goals and
children to put through college just like you do. They love when your behavior
serves to strengthen their team, not make it weaker.
They
buy the FEELING that you appreciate their business...
...and that you will always
strive to create an environment where... your customers do business with you, not
because they HAVE to, but because they WANT to!
