When secondary becomes primary – the sales force behind the scenes

Where are hard cider consumers purchasing your product? In a 2015 Mid-Atlantic survey, more than 50 percent of consumers reported purchasing product at bars, restaurants and tasting rooms. Tasting room assistants, bartenders, pouring experts and waitstaff – those who work directly for you and those who do not – are, in many cases, your sales force. How well do they know your product, how often do they recommend it and are they attuned to your sales goals? Who, behind the scenes, are you depending on to champion your business?
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