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Stop Depending So Much on Your Distributors

August 1, 2017

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How Loyal are Your Accounts?

     In this installment of Metrics that Matter, we review how to use Retail Account Depletion (RAD) data to retain and improve sales performance using this measure of customer loyalty.

     Retention analysis shows you where to focus your sales efforts. Once you have a trouble area identified, create target account lists and develop plans with your field and distributors to create different result...

     There’s a popular but delusional belief in the wine industry that distributors will build your brand for you. Same goes for spirits and beer suppliers. It seems a reasonable assumption on the surface. After all, that’s how it’s been done since the repeal of Prohibition.

     The best supplier sales leaders in America have built outstanding careers and stellar reputations on their ability to leverage relationships the...

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