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Distributors / RTM (Route to market)

A collection of 33 issues

Wanna know whom to meet first when visiting a distributor's office?

Wanna know whom to meet first when visiting a distributor's office? Focus on those you can only meet there. Here's what I mean: When traveling, with limited time you must prioritize whom to meet. Whilst minimizing time in the office, be smart. Skip the people you can meet on many

Study the city before arrival

You don't want to be spoon-fed by a distributor on a market visit. You want to be able to decide where to go: Here is what I mean: When traveling to a new market, some things are important to see. All the rest works exactly the same as in your

Wanna know the biggest mistake drinks brand do in the market?

Wanna know the biggest mistake drinks brand do in the market? Procrastinate on jointly agreeing on targets with distributors. No matter how painful that is. Do it ASAP: Often companies require a swift pace of growth but, to avoid frustration among all parties involved, it is crucial to understand what

The right bar & the right distributor for your drinks brand

When starting to sell your drinks brand, think backward. Don't look for a distributor, look for a bar. Here's how to solve the chicken and egg dilemma: A drinks brand can have the coolest positioning in the world...but it's worthless if that cannot be translated into simple guidelines. Start

How to introduce your drink to a bar

Don’t show them your bottle, show why it complements their back bar. Don’t talk about the liquid, show how it enhances their food. Don’t tell them it’s premium, show the margins it provides them. It's not about your brand It's about how your brand fits their

Choose your approach how to enter the market

You can convince distributors to sell your brand... ...or show them the bars that already want your brand. Choose your approach wisely: * top-down (you push the brand) * bottom-up (the market pulls the brand) Usually, brands enter a market with a distributor and then ask them to enter cool outlets. (top-down)

How important is the last mile in drinks brands’ distribution?

How important is the last mile in drinks brands’ distribution? Drinks sales velocity is like your internet connection speed. What matters is the speed at the end, not at the start: You know when your connection is slow but you thought you had broadband? Broadband might have reached your neighborhood.

Considering your distributor a partner is the new growth hacker

Considering your distributor a partner is the new growth hacker And learning how to do that unlocks that growth. 🚫 Don’t: * keep disproportionate margins for yourself * stuff their warehouse because of unreachable targets * just preach brand guidelines, while sitting in the ivory tower * call their sales reps just when you