Battling current category headwinds (trends) has been challenging for the craft beer industry. Simply selling the attributes and quality of our brands, while important, isn’t enough anymore. Sales people need to bring a consultative approach to their customers in order to cut through the clutter and increase their influence at retail. In this seminar, leading industry sales trainer Tom Fox will highlight the seven key fundamentals of selling (science), including the creation (art) of a high-quality sales pitch that aligns with customer needs. This value-added approach can be applied when customers are pushing back on their need to support the craft segment, thus increasing sales and enhancing customer relationships.

Learning Objectives:

• Highlight the seven selling fundamentals that every sales rep should master
• Learn to incorporate six key benefits that every on- or off-premise account is seeking
• Discuss the proper construction of a high-quality sales pitch and selling story
• Discover how to turn the art and science of selling into habits