So I am going on month 6 of my employment in the beer industry and feel that I can finally waiver an opinion on the subject. So I am here to tell you in my own words what it takes to work in the beer industry, at least from the vantage point of a sales jockey.
1. Passion - So you drink craft beer, do you eat it? Do you breathe it? DO YOU SLEEP IT? Passion is first and foremost what you will need, because you will have to start from the bottom, and I mean the very bottom and work your way up.
2. Knowledge - Passion is key but knowledge, that's where it can get tricky. Do you have your Cicerone, or your Beer Juding Certification? Does it matter? In my humble opinion, no. Learn as much as you can, if you want to tie that in with a fancy certification, by all means do it. I will probably do the same, but there is more you can learn by living in the industry, listening to those who have come before, and by tasting as much beer as your liver can manage, hell, that's why we have it right?
3. Patience - You can't expect to get anywhere with 1 and 2 without patience. Especially on the sales side of beer. There will be days when you can only manage to hit a handful of accounts due to wheather, navigation, car problems, busy managers, finicky buyers, or just plain bad luck. The Key to remember is that you are trying to steal someone else's time. It's not your time, it's theirs, and their time is way more important than yours. Trust me, I have been on the buyers side, and seeing another rep walking through the door never made me jump for joy. Be patient and you will be rewarded.
4. Goal Oriented - So you have got the first three worked out, now how will you put it all together? Set goals for yourself, for you sales, for your Brewery. Write them down, complete them and create more. I know this seems a given, but the biggest motivation killer is the unknown. Where are you going, what should you be doing next. It's awesome for you beer travelers trying to sample the plethora of what our world offers, but helps little when you are put in a position in beer sales.
5. Do you like to drive? - If you don't, please get out of here now, I apologize that you have read this far. Your vehicle is your office, the gear shift your motivator, the steering wheel your guide. Oh and a GPS is your best friend, talk to it, scream at it, love it, because you will more than likely be traveling alone. This can be a lonely but very worthwhile and exciting job. Take it all in, the landscape, the scenery, if you have time even the attractions (if you have time) The world's largest golf tee, seen it, Lincoln's log cabin, seen that too. embrace the road, take your iPod and make a killer playlist, listen to a book you've always wanted to read on tape (does that still exist? Put it on your iPod).
Essentially these are but a few things you need to start a career in beer sales, I will have more to come.
See you on the road, Cheers!
The Beer Peddler
