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5 Cross-Selling Tips for Distributors, Retailers and Producers in the 3 Tier System

29/04/2015

How distributors, retailers and producers can work together to increase velocity and up-sell their wine, beer and spirits.

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In the three tier system, elements that influence successful cross-selling techniques are often complicated and require multiple company inputs. Generating healthy relationships between partners and finding ways to service those relationships on a regular basis is an integral part of business.

For producers, there are many advantages to having your brands distributed by registered distribution companies, but understanding how to effecively leverage the available resources can drastically increase sales.

Distributors work directly with the retailer and the producer and are service sales by understanding and addressing the limitations of both tiers.

Retailers are the final link in the supply chain and strive to offer consumers competitive prices, wide selections and innovative products.

BTN gets insight from Brian Rosen who has over thirty years of experience in the adult beverage industry, owned and operated one of the highest grossing single retail stores in the USA and currently consults on targeted sales programs across all three tiers.

1. Create combo packs.

When a supplier or a distributor co-packs, two-packs, or gift-packs it gives them an opportunity to cross sell, up-sell and increase the average purchase price from the retailer.  The retailer will buy into these types of programs because they see a real value proposition in the offering, but the trick is to create inventive ‘non-holiday’ gift packs so consumers feel like they are getting an amazing deal. This way, not only is the retailer happy because they see the value from the purchasing stand point, they are also keen because the gift packs are a consumer favorite...

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