---
title: "A Beer Salesman's 12-Month Tactics and Pitches for Pressuring Dealers to Stock Up"
description: "A beer salesman uses various tactics and persuasive pitches throughout the year to convince dealers to stock up on beer, leveraging seasonal events, promotions, and psychological manipulation to meet sales targets."
author: "陈波"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2014-10-03"
language: "en"
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---

# A Beer Salesman's 12-Month Tactics and Pitches for Pressuring Dealers to Stock Up

> A beer salesman uses various tactics and persuasive pitches throughout the year to convince dealers to stock up on beer, leveraging seasonal events, promotions, and psychological manipulation to meet sales targets.

**January:**
Salesman: Boss, you only have 50 cases in stock now. I can replenish your stock today.
Boss: The weather is getting colder these days, beer is selling slowly. I don't need any for now. I'll order after I sell out...
Salesman: Spring Festival is coming soon. Many people who work away from home have returned, and they've earned money and want to drink good beer. Those who work outside all know XX beer, and when they come home, they'll definitely drink XX beer. Plus, we have a great promotion now, so I'll place an order for 100 cases today.
The boss thinks, the salesman makes sense. He just returned from the city a few days ago, and many people are coming home. Beer business is always good during Spring Festival. Since he needs to sell anyway and there's a promotion, he decides to order...

**February:**
Salesman: Boss, you only have 80 cases left. Despite the cold weather, you sold 50 cases last month. Good business! Spring Festival is on the 10th this year, and you might run out. Our current promotion is buy 300 get 30 free. I'll place an order for 300 cases today.
Boss: Not so fast. The weather is bad this Spring Festival, so I won't sell much. Besides, I have plenty of stock. I'll order next time.
Salesman: Last year the weather was bad too, but you sold 300 cases (as he says this, he opens the boss's purchase records from last year, though the data is a bit exaggerated). This year, our beer's influence is growing, and everyone has earned money, so our beer will definitely sell well.
The boss thinks: Last year I sold over 300 cases, so this year selling 400 should be no problem. He decides to order...

**March:**
Salesman: Boss, Happy New Year! How was the Spring Festival business?
Boss: Not great. I only sold over 200 cases, and I still have over 200 left.
Salesman: The weather was indeed cold this Spring Festival, but it's starting to warm up. Also, people are leaving for work later this year, so there are still many drinkers. So today I'll help you order 200 cases, and with the promotion, you get 20 free. Next month this promotion won't be available.
Boss: No more orders. I'll order after I sell out. Besides, I don't have space to store it.
Salesman: Boss, you can calculate it yourself. With this promotion, you earn an extra 1 yuan per case. Since you need to sell anyway, it's better to order more while the promotion is good. Not having space is a small problem; I'll help you organize it...
The boss thinks, that's true. The promotion is good, and since he needs to sell anyway, and the weather is warming up, more people will drink beer. He decides to order...

**April:**
Salesman: Boss, good business! How many cases did you sell last month?
Boss: Over 100 cases, not ideal.
Salesman: Oh, no problem. As the weather gets warmer, business will pick up. Today's promotion is still good. Do you want to replenish?
Boss: What's the promotion now?
Salesman: Same as last month.
Boss: Didn't you say it was over? You little rascal, you always trick me.
Salesman: Boss, I told the company the promotion was good, so they extended it for another month. It's definitely over next month.
Boss: Whether it's over or not, I still have plenty of stock. I definitely don't need any today.
Salesman: How many bottles do you have? Bring them out and I'll recycle them for you.
Boss: Okay, you should have collected them long ago. You're quick to deliver but slow to collect bottles.
20 minutes later, Salesman: Boss, you have 300 cases of bottles... that's the money. I'll just order 50 cases of beer for you. You can enjoy last month's promotion for these 50 cases, but don't tell other bosses, or it'll be a problem...
Boss: I don't want beer; I want cash.
Salesman: Take the beer. There are two benefits: first, you enjoy the promotion; second, you earn the price difference. It's like an investment. If you keep cash, it earns no interest. Right?
The boss thinks, the salesman makes sense. Anyway, it's exchanged for bottles, so he decides to order...

**May:**
Salesman: Boss, how many cases do you have in stock now?
Boss: Over 200 cases.
Salesman: Oh, so you sold over 200 cases last month. That's good. Today I'll order 200 cases.
Boss: No, I'll order after I sell out!
Salesman: Boss, May has two holidays. First, Labor Day, second, Qingming Festival. People have time off and drink. During Qingming, people visit graves, and they drink. Plus, the weather is getting warmer, so... Look, Boss Zhang ordered 200 cases today (as he says this, he shows the order form to the boss).
Boss: What's the promotion now?
Salesman: Last month's promotion is over, but if you order 200 cases, I'll talk to my boss. I'll give you a discount and throw in some cans. For 200 cases, I'll give you 5 extra cases of cans to sell. This canned beer is our new product, retailing at least 96 yuan per case. You can calculate how much 5 cases are worth. So it's a great deal to order now...
The boss thinks, the salesman makes sense. Since he needs to sell anyway, he decides to order 200 cases...

**June:**
Salesman: Boss, how much of last month's order have you sold?
Boss: Not much.
The salesman counts the stock and says: You sold 20 cases of bottled beer, so no need to order today. You ordered 5 cases of cans and sold 3, which is not bad. Today I'll order 20 cases of cans.
Boss: No, I'll order after I sell out.
Salesman: The canned beer is not unsellable. You sold well last month. This month should be even better. Plus, we have a great promotion: order 50 cases and get 10 free. Your profit is high.
The boss thinks (but he never realizes that those 3 cases were bought by people the salesman sent), the salesman makes sense. So he orders 50 cases...

**July:**
Salesman: Boss, how many cases did you sell last month?
Boss: The bottled beer is almost sold out, but the cans haven't moved!
Salesman: The cans should sell well too, but it's okay. It takes time. Please recommend them to consumers more. The beer peak season is coming, so they should sell well. Today we're here to tell you that this month's promotion is great: order 500 get 60 free. Since the peak season is here, I'll order 500 cases today.
Boss: I can't order 500. I'll order half.
Salesman: This promotion is for big customers like you. If you order half, you can't enjoy it!
Boss: I don't have that much money today. I'll order half. You handle the promotion as you see fit. We've cooperated for a long time.
The salesman tries his best to persuade the boss to order 500, but the boss won't budge. The salesman thinks the boss might really not have money.
Salesman: Okay, I'll order 250 cases and give you 30 free. You can enjoy the promotion. I'll put Boss Liu's order under your name. If our leader comes down and asks how many cases you ordered, say 500.
Boss says: Okay, no problem. By the way, in business, you should think for your customers like this. As he says this, he hands the salesman a drink (but the boss doesn't know that the promotion is actually available for orders of just 100 cases).
Salesman: Then let's place the order!
Boss: Okay...!

**August:**
Salesman: Boss, do you still have stock from last month's order?
Boss: It's selling okay in the hot weather. The bottled is almost gone, but the cans aren't moving. Can you take the cans back? I'll order some bottled today.
Salesman: Don't worry about the cans. The date is still good. Please recommend them more. Today I'll order 500 cases of bottled.
Since it's the peak season, the boss agrees without hesitation!

**September:**
Salesman: Boss, how much stock do you have now?
Boss: Last month I sold over 200 cases of bottled. I have about 300 cases left. I won't order today. The cans haven't moved at all. Either you take them back.
The salesman sees there's not much beer left in the truck, so he says: Boss, today I won't ask you to order, but let's discuss something. For the cans, give the ones I gave you to consumers. Buy 5 get 1 free. You just earn the price difference. This way, you can sell the cans and also boost your business. How about it?
The boss thinks, the salesman makes sense. Returning them to the salesman is troublesome, and he can't refuse. He'll just earn a little less.
The salesman immediately writes a POP and puts it in the boss's store. From then on, whenever a customer comes to buy beer, the boss promotes the cans...

**October:**
Salesman: Boss, how much stock do you have now?
Boss says with a smile: All sold out.
Salesman: Great! Today I'll order 500 cases of bottled and 50 cases of cans. Next month we won't have a promotion, so...!
Boss: I can't order that much. I'll order half of each.
Salesman: It's not like you can't sell it. The promotion is good now.
Boss: I don't have money today.
The salesman tries his best to persuade the boss to order 500, but the boss won't budge. The salesman thinks the boss might really not have money. So he says: Then today I'll order 250 cases of bottled. I'll talk to my boss and reserve 250 cases for you, and deliver them next month. For the cans, I'll still order 50.
Boss: Okay!

**November:**
Salesman: Boss, I've delivered the reserved stock from last month.
Boss: I haven't sold out yet. I don't need it for now.
Salesman: I reserved it for you last month, otherwise other stores would have taken it. Since you're our big customer, I saved it for you. Besides, you can't make us come all the way for nothing!
Boss: The problem is I don't have money today!
Salesman: How many bottles do you have? Bring them out and I'll recycle them.
Boss: Okay, you should have collected them long ago. You're quick to deliver but slow to collect bottles.
20 minutes later, Salesman: Boss, you have 500 cases of bottles... that's the money. You just need to pay the difference. You must have that much money.
Boss: I don't want beer; I want cash.
Salesman: Take the beer. There are two benefits: first, you enjoy the promotion; second, you earn the price difference. It's like an investment. If you keep cash, it earns no interest. Right?
The boss thinks, the salesman makes sense. Anyway, it's exchanged for bottles, so he decides to order...
Boss: Okay.

**December:**
Salesman: Boss, you only have 200 cases in stock now. Despite the cold weather, you sold over 100 cases last month. Good business! Spring Festival is coming, and you might run out. Our current promotion is buy 300 get 30 free. I'll place an order for 300 cases today.
Boss: Not so fast. The weather is bad this Spring Festival, so I won't sell much. Besides, I have plenty of stock. I'll order next time.
Salesman: Last year the weather was bad too, but you sold 300 cases (as he says this, he opens the boss's purchase records from last year, though the data is a bit exaggerated). This year, our beer's influence is growing, and everyone has earned money, so our beer will definitely sell well.
The boss thinks: Last year I sold over 300 cases, so this year selling 400 should be no problem. He decides to order...

Pressuring dealers to stock up always needs a reason. As a salesman, you must give the boss a convincing reason to stock up!!


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