Sales Training
Selling drinks isn’t just about relationships - it requires navigating a complex route-to-market, winning channel influence, building bartender advocacy, protecting pricing…
Generic sales training doesn’t address these pressures. Drinks brands need drinks-specific sales capability.
Fox in the Well's Sales Training is purpose built for drinks brands - combining commercial strategy, persuasive selling and real-world trade execution to help teams sell with clarity, confidence and control.
What it covers
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Foundations & Sales Framework
How the drink sales ecosystem works -
Preparing to Sell
Prospecting & qualifying accounts
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Commercial Value Proposition
Articulating why customers should care about your brand -
Persuasive Selling
Needs-based selling & effective questioning
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Building a Tailored Proposal
Turning insight into compelling customer-specific plans -
The Power of Trade Marketing
Driving rate of sale through activation -
Winning the Bartender
Selling through advocacy
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Real World Examples
Bringing the full framework to life
Two paths for Sales Training
with Fox in the Well
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Commercial Foundations
WINNING YOUR FIRST 100 ACCOUNTS ONLINE COURSE
A self-paced online course for founders, early sales hires and small teams building their first distribution across On & Off Trade.Built to help brands win their first 100 accounts without burning time, margin or credibility.
Launching soon - register your interest today
What it helps fix:
- Chasing the wrong accounts
- Selling product features instead of brand value
- Low confidence in meetings
- Weak follow-up, activation and advocacy
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Sales Acceleration
FOR DRINKS BRANDS ALREADY ACTIVE IN MARKET IN-PERSON SALES TRAINING
Tailored, face-to-face sales training for drinks brands with existing listings and customer traction.Delivered in small groups (up to 10) and adapted to your category, channels and stage of growth.
Training can be delivered jointly to sales and marketing teams, aligning everyone around the sales process as one connected journey.
Focus areas may include:
- Handling objections and improving conversion
- Building stronger proposals and joint plans
- Increasing rate of sale through advocacy
- Aligning sales, marketing and trade activation