ABV Brands is a premium spirits marketer and distributor in South Africa that sells international brands such as Jim Beam Bourbon, Laphroaig Islay Malt Whisky, Russian Standard Vodka and Maker’s Mark Bourbon. The company has a sales team that services around 5000 customers.
In line with its aggressive growth plan, ABV needed to resolve a common problem experienced by smaller distributors: how to increase sales performance and motivate a omparatively small team to perform at its optimum level. “We often feel like we’re ﬁghting a David and Goliath battle, as we are up against the big brands”, says ABV’s MD and Key Accounts Director, Daniel Hawkins. “Our challenge is to change the mindset of the SA retailers, which usually tend to favour larger, alcohol suppliers.” Africa is one of the fastest growing markets for premium brands and ABV Brands, which focuses on super premium international brands, aims to help pioneer and champion this market. “As we are competing with the big spending brands, it is becoming even more critically important to monitor our sales eﬀort – from in-store display and merchandising right through to sales calls, stock levels and repeat orders”, says Hawkins.
“We needed a solution that was simple to use but which could do everything from tracking our sales performance, to monitoring our competitor’s activity, and one that could assist with actual sales conversion.”
Having explored various sales management systems and after receiving a strong recommendation from Namaqua Wines, which has transformed its business using this new software, ABV contacted Field Oﬃce about its Honeybee sales management software. The Field Oﬃce created the Honeybee software as an all-in-one tablet-based solution to help sales managers, through its web application, to monitor sales and sales rep activity. It assists the reps with their customer management and service in real time. It also allows sales managers and reps to be more focussed, to work faster and smarter, therefore optimising sales, while empowering sales staﬀ at the same time. Training for the Honeybee web application takes ﬁve minutes and its subscription is aﬀordable at R700 per sales rep per month.