Hardware Podcasts

#150 - Field Sales Part 1: Sean Lynch, Halfday & Liquid Death

The Startup CPG Podcast · 9 Jul 2024 · 45m · Episode 55

What this episode covers

Sean Lynch, President of Halfday Iced Tea and former Head of Sales at Liquid Death, details the construction of a high-velocity field sales team and Direct Store Delivery (DSD) network. He explains how Liquid Death leveraged beer distributors like Anheuser-Busch to bypass traditional beverage channels, the critical role of regional sales managers (RSMs) and field sales managers (FSMs) in executing in-store displays, and the 'trust and verify' management model using tools like Repsly and SpotCheck. Lynch also advises early-stage brands to focus on winning specific 'tribe' retailers like Lucky's Market before expanding, and discusses the strategic use of trade shows like Expo West and NACS.

Most relevant to

companies scaling up

Topics

Mentioned

Companies
Liquid Death, Halfday Iced Tea, Anheuser-Busch, Coca-Cola, PepsiCo, Unfi, KeHE, Whole Foods, Lucky's Market
Tools
Repsly, SpotCheck, Vip
Also
Expo West, NACS, Nightclub and Bar

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