PRIME+ Selling System Blog

The pandemic altered the trajectory of alcohol beverage sales with disruptions to traffic and consumption habits. That means it is even more critical now than ever to institute ongoing training for employees to ensure they have the sales skills that result in the greatest success.

Here, we will explore trends and best practices that drive both on and off-premise sales results. But remember, adopting an empathetic approach to uncovering and confirming the needs of your clients is always the first step. 

Post-Pandemic Trends 

The BevAlc industry has seen a mixed bag of results as we move toward recovery. According to Nielsen insights, off-premise sales were up 17.6% in late 2020 over the same time the previous year. Beer sales saw a 13.8% increase, while wine experienced a 17.5% surge. Unfortunately, off-premise sales that initially fared well throughout the pandemic are taking a hit due to ongoing supply chain issues.

Pandemic regulations caused on-premise sales to drop drastically. Initially, quarantine caused the closures of bars and restaurants. Social distancing, mask mandates, and confusion over compliance caused many to be reticent to return to restaurants and bars even as they reopened. Many had to offer delivery of not only food but alcoholic beverages to survive. As we continue to recover, the sales approach must recognize that many consumers still want the convenience of ready-to-drink beverages and delivery options even as they venture out more, so those beverages must be considered a vital part of the mix.  

Best Practices for On and Off-Premise Sales 

In an evolving landscape, sales teams must recognize the trends and respond with best practices to keep sales up while helping their customers meet their goals.  

On-Premise Sales Best Practices 

• Value - Financial impacts have been widespread, and fears of an uncertain economy mean consumers are conscious of cost. Ensure that your customers have a variety of options that satisfy their desire for quality while recognizing the need to adhere to a budget. 

• On-premise staff - On-premise bartenders, wine stewards, and sommeliers are often the people that introduce new craft beers or boutique wines to the general public. Consider setting up tasting events for on-premise staff to get them excited about some of the other options available so that they can recommend them to their customers.  

Off-Premise Sales Best Practices 

• Technology - TikTok isn't just popular with tweens and teens. It is a cultural phenomenon. Influencers are making wine and craft beers approachable. Ensuring you have the latest TikTok-approved beverages is key.  
• Quality - Since quarantine, consumers have had to cut back on their in-person socializing. That means they feel they can splurge on quality products rather than their tried-and-true favorites. Premium IPAs and interesting or luxury wine varietals present a new opportunity for higher-end sales.  
• Expertise - Ensuring that your sales reps have in-depth knowledge of their customers' businesses and a depth and breadth of product expertise are vital today more than ever. Businesses need solutions that help them recover and grow. Being a trusted advisor is how your sales reps can inspire long-term loyalty. 

Keep Your Teams Updated on Evolving Regulations With Ongoing Training for Employees  

The pandemic changed the world as we knew it. The ripple effects continue as every industry struggles to recover. However, there are still opportunities for growth if you know how to respond to emerging trends. It requires your entire organization to have their virtual fingers on the pulse of their clients and the ultimate consumers.

Ongoing training for employees is critical to ensure responsiveness to a rapidly changing environment. It bolsters confidence to suggest solutions for their buyers that respond to their most pressing problems while responding to the new demands of a discerning public.

Timely, accessible, and actionable training allows your salespeople to learn and use best practices in their daily interactions that increase profits for your business and your customers' businesses, whether on-premise or off-premise. A well-trained sales force results in impressive ROI through higher sales and increased customer loyalty.