Convincing beer, spirits and wine retailers to carry your product means fielding countless questions and overcoming reservations about your brand. Here are the top 10 objections that you should be ready to answer when you are pitching your beer, spirit or wine brand.

1. Overcoming the Top 10
Rejections from Beverage
Retailers
Let’s take a look at the top 10 objections that
you should be ready to answer.
Convincing retailers to carry your product means overcoming
their reservations about your brand.

2. Price
Resistance to Change
Trust
Third Party Promises
Secondary Input
Understanding What Your Retailer is Thinking:

3. “Your bottle price is too high. I don’t think we can make
money on your brand”
• Have you included Freight charges in FOB?
• What is the margin you’ve allocated to them?
• Premium Packaging?
• Can you offer Volume Discounts?
• Are you already in another state?
• Do you have ratings and reviews to back your premium price?
• What is your competition listed at?
• Can you offer an exclusive agreement or specialty label?
• Do you have a lower line to establish your brand?
PRICE

7. Are they really looking for you to drop your Price?
Negotiate.
You want to go in with a strong offer that you know is competitive, but also
gives you room to negotiate.
– Ask for More Stores
– Ask for Premium Shelf Space
– Ask for Better Credit Terms
– Ask for Promotional Opportunities
Know Your Bottom Line

8. Resistant To Change

9. “That rack is reserved for xyz distributor and I
am locked into their program for the next 12
months.”
• Will they give you a chance
to prove your brand?
• Is there an alternative shelf
you have in mind?
• Can you use their set layout
to your advantage?
• Are they are happy with the
brand’s performance?

10. Show your Dedication
• Keep up Communication
• Ask for Depletion Reports
• Continue with Support Programs

13. “We don’t sell much of your
category, so we’ll have to pass.”
• RESTISTANT TO CHANGE?
• Is your category trending?
Share Market
Research on
Trend
Mention Competing
Brands in their
portfolio
Y N
• What are they looking for in their next
SKU?
• How has your category performed in
the last 5 years at their store?
• Why aren’t your competing brands
selling in their store?
• Will they reconsider if you offer in-
depth support programs?
Get Feedback and have answers ready:

15. “I can only replace your brand with XYZ
brand, and I still have stock left to sell.”
Start negotiating!
• How long have they been
carrying the brand?
• What kind of support are they
offering?
• When will the stock be
depleted?
• Talk about POS and POP you
are ready to bring aboard
• Support Programs
• Distributor Incentives
Ask for a Follow Up Meeting
“I have a great program
we’re developing. How
About we re-schedule for
next month?”

17. TRUST

18. “How do I know you will be able to
consistently stock my orders?”
Stock Issues are very frequent
with new brands
• Where is your landing port
• Give overview of Volume Produced/Imported
• Give your References
Your brand is a product and your product is only as good as
it's availability.
• Don’t become the brand with the
impressive margin, but no
availability.
• Affirm you’ll be on the ground
overseeing account (both supply
and demand)
• Calculate Turn-Around Times

19. “I don’t think your support programs
are strong enough to warrant your
quoted depletion numbers.”
Be Supportive of their lack of support
• Ask them what they didn’t like about
your programs
• Show Success Stories of Tastings, etc.
• Offer Custom Sales Incentives
• Customize your POP and POS
programs to fit their needs
• Emphasize dedication to their market.

20. “I don’t believe your product will succeed in our
market.”
Making them see your reasoning might be more difficult
then you first believed.
• Go over all of your market research, trade showings, etc.
• Reaffirm your market position and targeted marketing.
• Feel out pricing options
• Offer your top incentives
Can’t Convince them?
• Ask for feedback
• Research their suggestions
• Follow up phone call
• Prepare for next meeting.

24. Third Party Promises

25. “I’ve promised a new position to a
similar brand and I don’t think we
can take on another.”
Why don’t they think having competing
products will work for them?
• Quote research that shows a healthy space for
your category in their market
• Look at Variety as a Trend Not Convinced two is better than
one?
• Ask about competition’s price and
support
• Leverage margin and incentives
• Generate consumer demand in their
market.

26. Secondary Input

27. “I need to talk with the team.” Or “We’re not
sure right now, Send me more info and we
can talk again.”
Y N
Trying to get you out of the room?
• Wiggle Room on Price?
• Can you give them an offer
they can’t refuse?
• Feedback
• Thank You
• Business Card & Literature
• Follow up phone call
• Be prepared for rejection
• Feedback
• Suggestions
• Possible Partners they know?
• Future plans?
• Thank you
• Business Care & Literature
• Follow up phone call.

28. Tips to Using your Retail Objections
and Creating a Stronger Sales Pitch:
• Make sure objections are about business, not about
your personal skills
• Feel out your potential partner
– Constantly ask questions, get them involved in your
presentation, develop “friendship”
• Ask about everything, from everybody
• Practice makes perfect, and feedback is your coach
• Generate friendships everywhere you go

30. Contact Info
Sid Patel
E-mail
sid@usatradetasting.com
Phone
+1 901 BTN LIVE