About Three Tier Planning
The Methodology
To gain a competitive advantage, focus on out-targeting and out-planning your competitors to win your wine list and shelf space.
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Breaking through the noise at the distributor level, and reaching the on- and off-premise accounts that can accelerate your brand's growth, is a highly competitive challenge. However, if you're confident in your brand's ability to compete on factors such as price, flavor profile, and sell-through, you're almost there. This planning process it the next step.
The Planning Process
The Goal
Every map needs directions, and the goal-setting process with Three Tier Planning establishes the way to set goals for your sales team, for your relationships with your buyers, and with your strategic partners at your target accounts.
The Tool Belt
Saying the next best thing at the next best time is paramount, and creating points of engagement with your target accounts will require a bevy of tools, from the right messaging to the right tactics. Creating an inventory of your materials and tools that will help you communicate your point effectively allows you to drive the right engagement you need.
The Insight
Who you know is important, and in this process, what you know about them is parallel in importance. Dive into the intelligence and connect with your prospect's concerns and care-abouts, and open the doors for becoming a strategic partner instead of a product seller.
The Action Plan
Rally the internal team, schedule your tastings, knock on your doors - the Action Plan will give all team members clear ownership of your next steps in closing the account and shipping your pallets.
The Strategist
Aaron Cullers began his career in the wine and spirits industry, working as a Creative Director and Brand Manager for a bevy of wine and spirit brands from around the globe. From P-O-S enablement to P&L design for imported fino to lemoncillo and beyond, Aaron's experiences gave him a lengthy resume across every tier of the industry.
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In the years since, Aaron has expanded his planning and marketing experience to a broad variety of large enterprise clients and deep industry partnerships - including time as a Principal Consultant for a global research firm.
As an architect of the account planning process for the wine and spirits industry, Aaron brings a passion for connecting sellers and prospects, and infusing marketing support to grow a business and make a demonstrable impact on revenue.
Aaron Cullers
Marketing Strategist and Founder
aaron@threetierplanning.com | 443-570-4660