SOP's & Training
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The Brand Book Your On-Premise Reps Will Actually Open
I've sat in a lot of brand trainings. I've also watched a lot of brand binders get left on the passenger seat of a rep's car, then migrate to the...
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Running a Staff Incentive That Doesn't Feel Like a Bribe
Staff incentives work when the staff doesn't feel like they're being used to move product. The moment a bartender feels like a sales agent for a brand...
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How to Train a Staff on a New SKU in Under Ten Minutes
The bar staff you're training has a shift starting in 20 minutes. They're doing side work, running through their mental checklist, and they don't have...
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Measuring the ROI of a Brand Ambassador Without Lying About It
Most BA ROI decks are fiction. Beautiful, well-formatted, totally disconnected from what the program actually produced....
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The On-Premise Account Visit Cadence That Actually Works
Visiting every account every week is the rookie move. It burns your bandwidth, annoys buyers who don't need to see you that often, and prevents you...
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How to Run a Bartender Training That Isn't a Brand Commercial
Bartenders have been through enough brand trainings to know one from the first five minutes. The 45-minute deck. The production story that's longer...
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How to Build Staff Training for a Spirits Brand
TL;DR: Most spirits launch trainings fail because they teach the brand story instead of teaching the bartender how to sell. The rep presents a...
