How can you win new points of sale?
Winning new points of sale is a priority for your brand. It enables you to increase your sales, of course, but also to boost your image. It is important that customers are able to find your references in a wide range of establishments in order to increase the credibility of your brand.
Problem
It is often hard for your agent/distributor’s team to prioritize sales for your brand to points of sale according to the referencing of wines competing with your vineyard. This is essentially due to the difficulty in establishing a “map” of competitors on the market.
Solution
If a sommelier references wines that are similar to yours, there is every chance that they are open to referencing your vintages. In order to save time and focus sales teams on the accounts which reference your competitors but don’t yet reference you, simply use the “win over” option in the “Market Map” or in the “Points of Sale” tab.
Results
After a few months’ work, an American producer wishing to establish itself in France, and particularly in Paris, implemented a clear action plan:
-He identified the points of sale where competitors were present, using Wine Services data.
-He worked with the distributor to refine the list of targets to better match their capabilities and criteria.
-Set up an incentive program.
-Worked directly in the field to reinforce this location improvement work.
Results: +28% net gain in number of points of sale.
+38% visibility in identified iconic restaurants.
Now, the leading American brand in this market.
Cas pratique suivantHow can you win back lost points of sale?