Looking out from behind a cash register down the long aisle at my liquor store, the scene is familiar; a gentleman in his late 30’s, mid 40’s, or early 50’s is looking over the variety of spirits on hand. As a retail liquor store manager, I know a sale is going to be made, but what? If the customer doesn’t grab something quickly, the question I ask myself is “what does he want?” The interest a craft distiller should have is: “How can I have that customer buy my stuff and not someone else’s?”
Our hypothetical gentleman has stopped wandering and is now focused on a specific section. As an employee and a professional my purpose is to make sure the customer purchases something they are going to enjoy. This is where I begin the process of learning what the customer is looking for. My objective is to “hand sell” him (or her) something I know will fit the bill.
As we talk, it becomes clear to me that this gentleman wants to get a little uncomfortable in order to have a better experience with a new spirit. This will probably classify him as one of only 13.5% of the drinking population deemed “early adopters.” These are the people craft distillers absolutely want to know how to reach. The small 2.3% of “innovators” likely have already purchased and tried most of the craft spirits available to him. Innovators are rarely going to be repeat buyers because they are trying everything new they can get their hands on. The early adopters, however, when finding something new and enjoyable, will be back to tell their friends about it. Sadly, without repeat buying that particular sku is destined for early retirement.
Discussion, with this gentleman, turns now to what he has tried and what he might be willing to try. The store employee (me) or bartender even friends of customers, now become your greatest allies or your biggest foes. What has to be created is trust. Once the customer becomes acquainted through only a brief conversation with someone whom they perceive to be honest and knowledgeable, trust is built. This type of hand selling is how most craft spirits get introduced to consumers.
Now back to if a sale is going to be made how can it be yours and not theirs. The fact is most clerks and bartenders are forced to conduct research on their own to find out about the new product coming to their stores, bars, or restaurants. Unfortunately 97% of these professionals will not spend the time to educate themselves. Even worse, if product information is not readily available, the majority of retail businesses will not provide it.
Building trust creates what is called “social capital.” The more social capital you have, the more loyalty you will gain for your product. As an artisan distiller you have something that the big spirit producers do not have, you. No one can connect to a seller or customer better than you can. The big distillers can spend money on ads and slogans. All you have to do is spend a little time. You might not be able to connect with every customer but there are groups of people who really love what you are making. These groups are made up of clubs, societies, and organizations, also liquor store clerks and bartenders who want to connect with you. The challenge is how you will find the time to connect with them and create the capital for success.
Building a proactive strategy to provide information early on about yourself and your product, creates an important level of connectivity that will create for you “allies in the aisles.”
Tips on Building Allies in the Aisles
- Tell Your Story. Create a Sales Kit that includes flyers, press clippings, and reviews that your distributor can deliver and that can be handed out in stores.
- Neck flangers. Those little “storybooks” hanging off your bottle mean a lot. People read them.
- Provide product! Still the best way to promote your label.
- Guilds and Clubs. Wherever your product is sold, track down the guilds and clubs and send them product. They’re local, vocal and excited by good new spirits.
- Social Networking. Build your Facebook Page. It works!
- Start a blog and keep it fresh. If early adopters like your product, or if they’re just curious, they’ll hunt you down to find out more about your distillery.
- The Media. Track down the “Lifestyle” editors at every newspaper and magazine in every area you open for distribution. Tell Your Story. Send samples to every one of them who indicates any interest. It’s the cheapest advertising you can do.
- In-Store Visits. This is perhaps the best thing you can do. Trust me, all the big guys send their Master Distillers on regular rounds. The personal connection does wonders.
