| As I see it... |
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The holidays are right around the corner and it's time to think about things that you might do a little different for the Holidays.
* Gift packs from certain vendors are now arriving, utilize this whenever you can, it is amazing how people will buy up for a little set of glasses.
* Consider doing your own gift basket with a selection of 1,2 or 3 bottles. People love to give gifts of liquor and wine this time of year and they like to be quick if it is already made up so they can grab and go. I am big gruff guy so this is not something for me. Pick a staff member who can pay attention to the details and put some care into it and enjoy doing this project.
* Do as many tastings as possible. You will benefit by selling more product.
* Signage for sale item and displays are very important, I had a sales rep that came in every year 2 weeks before Thanksgiving and just put little signs on his displays that said "Perfect with Turkey". It is amazing how well that worked.
* Decorate you facilities for the season. Some people do too much and some don't do anything. Go somewhere in the middle and have fun with it.
Little things like changing the message on your register receipt and having employees greet with a different message than normal, may set you apart from your competition.
With the economy coming back slowly there may be some extra sales out there to be had. Will you be taking advantage of that in every possible way?
Tom Agnes
BC Liquors
MMBA President
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| Idea of the Week |
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One way to make your facility different from the competition and get people talking is by creating one-of-a-kind restrooms.
Themes could include sports, old-time movies, city history - just about anything.
The decor should incorporate posters, photos, wallpaper and accessories to support the theme. |
| Internal Controls |
At the recent MMBA Regional Meetings, Minnesota Licensed Beverage Association executive director (and former Brainerd police chief and Crow Wing County sheriff) Frank Ball talked about the problem of employee theft.
One way to address this situation is by creating proper internal controls.
The Minnesota State Auditor has prepared a document on this very important issue.
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| Municipal Liquor Takes the Sting Out of Budget Deficit |
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While some Minnesota cities are struggling to get state aid, a unique budget source is playing a big role, in easing the sting of the budget deficit. WDAY 6 Television Reporter Stephanie Goetz tells us how Hawley is making money, with its municipal liquor store.
Over the next two years, the city of Hawley will be getting more than 100-thousand dollars less from the state of Minnesota to make up for the state's budget deficit, so increased sales of products like this at liquor stores, will help make up for that.
30 percent of the city of Hawley's budget comes from local government aid so funds from other sources are important. Statewide, municipal liquor stores give 20 million dollars back to communities annually.
Right now, liquor store managers say their sales have increased over the last year, seeing more people drinking at home instead of at the bar. City officials say this is a way to keep taxes down.
"A lot of people are looking at, saying, you know, if we can have a get together at home with a few friends and have a couple of drinks, that's fine!"
"Being on this side of the highway we get a lot of traffic flow, people heading east to the lakes. Of course we get our local customers, the regular people in."
This building just opened a few months ago so the city is still paying it off. Right now they're making about 5 to 8 thousand dollars on the sales, but once the building is paid, the city could be making 50-thousand dollars, annually.
Click Here to View the Video
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| Untimely Price Increases |
The following article addresses a hot topic heard at the recent MMBA Regional Meetings.
It is written by Darryl Rosen, former President of Sam's Wines & Spirits, a family-owned business established in 1940.
Darryl is now an industry consultant and will be presenting at the 2010 MMBA Annual Conference.
What? The price is going up on November 1st?
Last week I was working with a group of salespeople in Ohio. From the back row the following question was hurled in my direction.
"XYZ wine is going up $2 a bottle on November 1st! How do we sell in that price increase?"
I remember when product went up in price just prior to the holidays. That logic, raising prices, just before a time of year where millions of consumers see your products, was a move I never quite understood. So much risk at a crucial time of the year.
To be sure, price increases so late in the year are confusing for distributors, retailers and consumers alike.
Here is how I answered the question.
First,it's imperative to let your customers know about the increase as quickly as possible for your holiday planning.
The reality is that you're probably going to lose a few cases. You will get resistance. Some pushback will be strong, and some mild but it's much better to figure that out now, as opposed to the 2nd week of December. Share this information in person and not via email or fax.You will gain much more respect this way. Don't hide behind your computer screen or your blackberry.
Second,if you think the price is too high, you will inadvertently communicate that to your customer! Be very matter of fact about the increase. Don't invite your customer to beat you up by saying, "Are you sitting down for this?" or "You're never going to believe this new price!"
The price is the price, and you should practice relating the new price until you can say it as nonchalantly as you would the time. Make sure to point out that the brand is still price competitive with its major competitors if that applies.
Third, get with your team and brainstorm a few additional reasons to buy the product. I call this "sharpening your argument."
Now is the time to work together as a team. Use the umpteen years of experience collected in your sales room to create ideas that generate buzz and excitement for your customers. Always think average tickets, customer accounts and bar rings.
Fourth, point out the positive. Pre-holiday price increases can be an opportunity to induce a buy-in against the price increase, allowing your customer to pocket extra margin or run a hot ad.
Finally, communicate! Encourage the first person who sells the product at the higher price to document and communicate how he or she achieved this success. This is where I believe improvement can be made in the area of teamwork.
I would suggest that the first person literally emails or tells the rest of the team with feedback from the successful sale. How did she get it done? What happened? Then the second person (who makes a successful sale) should do the same. Then the third person. After all this communication, all the members of the team should have some tried and trued ideas for overcoming the price increase.
Remember to explain the reasons for the increase.Keep your pulse on the market.Identify where the resistance is coming from as this may be a sign consumers aren't buying the new price/quality equation.
Always protect your integrity in check. Credibility is more than a good word for scrabble. It is your most valuable commodity. | |
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| Future Dates to Remember!! |
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2010 MMBA Boot Camp,
February 22 - 24, 2010 Breezy Point
May 15-18, 2010 Arrowwood
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| Ask A Director |
Gary Buysse
Rogers
763-428-0163
Bob Leslie
Pelican Rapids
218-863-6670
Dan Bahr
Bemidji
218-766-5506
Brian Hachey
Stacy
651-462-2727
Nancy Drumsta
Delano
763-972-0578
Lara Smetana
Pine City
320-629-2020
Joyce Zachmann
Spring Lake Park
763-780-8247
Virgene Shellenbarger
Hutchinson
320-587-2762
Tom Agnes
Brooklyn Center
763-381-2349
Toni Buchite
50 Lakes
218-763-2035
Bridgitte Konrad
North Branch
651-674-8113
Paul Kaspszak
MMBA
763-572-0222
1-866-938-3925
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| Municipal Liquor Funds Help Pay For Event Center |
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At the recent MMBA Regional Meeting in Fergus Falls, attendees learned that the Bigwood Event Center, where the meeting was held, was partially paid for by $750,000 of municipal liquor profits. |
| Request for Lawful Gaming Comments |
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The Minnesota Gambling Control Board requests comments on its possible amendments to rules governing lawful gambling and repeal of obsolete rules governing lawful gambling, based on statutory changes in Minnesota Statutes section 349 that occurred in 2007, 2008, and 2009.
The Board is considering repealing and clarifying rules language pertaining to organization and gambling manager license renewals and premises permit renewals; allowable expenses; and lawful purpose expenditures.
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Great customer service goes beyond being friendly and attentive.
It entails policies, procedures and systems that place the customer at the center of every consideration and decision. | |
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