This session dives into how to build a practical, repeatable training cycle that helps breweries hire with confidence, ramp up new salespeople faster, and keep their teams getting better over time. The speakers cover how to set clear role expectations from day one, establish meaningful goals, and create onboarding and training systems that actually stick. You also learn how to build simple coaching rhythms, tap into both internal and external training resources (even on a tight budget), and use performance reviews as a tool for growth—not just paperwork. The goal? A sales team that knows your beer, believes in your brand, and keeps sharpening their skills, so your brewery can grow stronger and more sustainably.

Learning Objectives:

• Build clear, actionable sales job descriptions that align with your brewery’s sales structure and growth goals
• Design and track a simple performance and development cycle, including SMART goals tied directly to your annual sales key performance indicators (KPIs)
• Identify effective onboarding frameworks and training options—using both internal resources and cost-effective external tools—to support new hires and seasoned reps
• Apply practical coaching and development strategies that strengthen sales capabilities, improve accountability, and drive long-term results