What’s your strategy when a venue has a competing brand?

Hey folks, hope you had a great first half of 2023, it's time to buckle up, use the next 2 slow months before the holiday rush starts to cold call to get new placements/venues/accounts.

After that, as we know, are the months to discuss 'deals' and 'displays'. I am going to mix up my newsletter with a small Q and A format as I think Questions will allow me to go over some real business challenges that drink brands face. I will try to provide one tip every Monday. Here's this week's tip.

Question:

What’s your strategy when a venue has a competing brand or a space you would otherwise fill, stocked on their shelves already?

Sid Pitch To The Buyer:

Hey, my wine or spirits are less cost to you as the “xyz brand” or ‘category leader brand’ and you can make 5-10% more net profit on this. I understand my brand is new for your venue but worth a try and if I can provide same or more depletion rate, you have a better margin product with you. Buy 1 case, give me a chance, I will come this Friday and Saturday and make sure it sells out. I assure you to come again and do in-store tasting if it does not sell out.?And if it sells out happy to come again as I want to build end consumers for this brand in your venue. Can you give me a placement now??

Sid Note For Supplier:

I would talk business. No point saying your wine is better quality than your competitor’s. Let the buyer see your hustle. You win on hustle and support over the competitor. You win on likability.