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Register Now for CBP Connects San Diego (December 10-12, 2024)

Start A Brewery presents: Making a Sales Territory Plan

This presentation provides a simple and effective method for increasing sales productivity by improving the efficiency and effectiveness of sales activities. We accomplish this by using a Sales Territory Plan.

The territory plan includes territory definition, account/opportunity prioritization, sales pipeline tracking, probability and forecasting, mapping sales activities and incorporating the plan into your everyday sales approach.

We will first look at the cost and value of time, and how to achieve aggressive revenue targets with the limited number of sales days available to us. We will explore how to define your territory and how to prioritize accounts and opportunities within the territory. We then map this onto a territory map to achieve efficiencies in the field.

We will also look at how to work a sales pipeline – from suspects to prospects to qualified prospects and finally, closed business. We will look at ways to assess the probability of winning different opportunities, and create reliable and accurate revenue forecasts. This process will also help us realistically determine where we are with sales opportunities and where we need to focus our work going forward.

Finally, we will leverage the territory plan to improve both the efficiency and effectiveness of sales activities, optimizing our use of valuable sales time. This practical approach is more about thinking strategically than filling out forms. Used properly, it becomes a critical success factor for successful sales professionals.

Charlie Gottenkieny has been brewing since 1988 and is a co-founder and brewmaster at Bruz Beers – a Belgian-style brewery in Denver, Colorado. Charlie’s extensive international travel started his passion for Belgian beer styles. He has been to Belgium more than 40 times, visited dozens of breweries and immersed himself in Belgian beer culture.

As Bruz Beers’ original brewmaster, Charlie developed many of Bruz Beers’ iconic recipes and brewing techniques, including Belgian-style ales, sour beers, lagers and specialty beers.

Charlie has authored more than a dozen beer education programs and regularly teaches beer classes at Bruz Beers. He has also made presentations on Belgian beers to a variety of groups and media. His background also includes sales, marketing, radio broadcasting and advertising.

Start A Brewery is a collaboration amongst a fun group of craft beer industry veterans who are often invited to speak at beer business / brewing education programs. Each has offered to share their knowledge and experience to support the craft beer community as a whole by helping fledgling breweries in planning.

Conceived and coordinated by Candace L. Moon, The Craft Beer Attorney, and Laura Lodge of Customized Craft Beer Programs, is provided as a free educational resource for those dreaming of opening a brewery, those who are taking steps to make their dream a reality, and those who are opening their brewery doors and living it.

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