9 Mistakes to Avoid as a Supplier in the 3 tier Industry
Prioritizing Quick Sales over Relationship Building
New suppliers often focus solely on hitting numbers fast, but long-term success depends on building strong relationships. Distributors, retailers, and on-premise partners want to work with brands that understand their needs and can deliver consistent value over time. Prioritize trust, collaboration, and shared growth over short-term gains.
"Success doesn’t come from what you do occasionally, it comes from what you do consistently." — Marie Forleo, Everything is Figureoutable.
Inconsistent Market Visits
Sporadic or poorly planned market visits send the message that your brand isn’t a priority. Regular, strategic visits help you build rapport, identify challenges, and support your distributor partners effectively. Always come prepared with a clear agenda, actionable insights, and a commitment to help drive sales at the ground level.
Assuming that you are your Distributor’s #1 Priority
Distributors manage a portfolio of brands, and your product is only one of many. Instead of assuming you’re top of mind, focus on earning their attention by providing strong sales tools, maintaining open communication, and delivering measurable results. The more you show you’re an asset, the higher your brand will climb on their priority list.
Poor Communication & Follow Up
Failing to follow up or communicate clearly can lead to quickly losing trust with your distributor. Whether it’s updating distributors on inventory issues, addressing retailer concerns, or sending post-meeting notes, timely communication is critical. Strong follow-up reinforces accountability, ensures alignment, and builds confidence in your ability to deliver.
Diving In Without Market Research
Entering a market without understanding its demographics, trends, and competitive landscape is a recipe for failure. Market research allows you to tailor your strategies to meet the needs of the audience, ensuring better alignment with distributor capabilities and consumer demand. To add, don’t assume that you know the market just by researching online. After you’ve done your online research, make sure to ask your distributor follow up questions and their opinion son the research that you’ve done. You will find that by utilizing both of these tactics you can learn a lot about your new market.
"An investment in knowledge pays the best interest." — Benjamin Franklin, The Autobiography of Benjamin Franklin.
Overlooking Product Education
Never assume that distributors, retailers, or their teams fully understand your product. If you neglect to educate them about its unique selling points, they won’t effectively communicate its value to customers. Regular training sessions, product tastings, and educational materials ensure your product stays top of mind and can be confidently sold.
"An educated customer is the best customer." — Steve Jobs, Steve Jobs by Walter Isaacson.
Not Adjusting Strategies
The beverage alcohol market is dynamic, with trends, consumer preferences, and competitive landscapes constantly shifting. Failing to reassess and refine your strategies leads to stagnation. Use data and feedback to identify areas for improvement, and remain flexible in adapting to market conditions.
Neglecting to Highlight Your Brands Unique Value
Without a clear differentiation strategy, your brand risks getting lost in a sea of options. Focus on what sets your product apart—be it quality, heritage, sustainability, or innovation. Clearly articulate your unique value proposition to distributors, retailers, and consumers to build lasting interest.
"You can’t be everything to everyone, but you can be something great to someone." — Darren Hardy, The Compound Effect.
Setting Unrealistic Sales Goals
Setting overly ambitious or unattainable sales goals can backfire, leading to frustration and strained relationships with your distributor and sales team. Establish realistic benchmarks based on market size, brand awareness, and competitive factors. Celebrate small wins to maintain morale while driving steady growth.
