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thePublican Monday 12/07/10 19 Sell More, Save More 3 Profit Builder SPIRITUAL EDUCATION Mixxit’s training has helped Woody’s bar grow its spirits sales by 25 per cent
TRAINING CAN help motivate your staff, attract new customers and increase your spirits sales, says licensee Natalie Coleshill at Woody’s in North London, who has noticed a big difference to her business since experiencing Mixxit’s training. Determined to ensure her venue offered something that her local competitors didn’t, she enlisted the help of the Mixxit trainers to educate her barstaff to serve quality cocktails. Now more than six months later,
Meet the trainer
David Miles, the brands development manager at Maxxium UK, doesn’t just sell Mixxit’s range of products – he and his team are fully qualified to offer training to customers, ensuring all outlets get the most from the whole portfolio. Whether pubs need tips on serving the perfect whisky and cola or how to balance a complex cocktail, the Mixxit team has the answer.
What does your job involve? Visiting bars in my area (the City of London, Hoxton, Shoreditch and North London) and talking to them about our brands, and then (you hope!) selling them in.
How is your job different from other sales roles? I love the world of spirits, cocktails and drinking (responsibly, of course) so I’m dealing with a subject that I already feel passionate about, but importantly we use training and education when selling our products which is something I really believe in.
What do you enjoy most about offering training? Seeing the penny drop – when someone at a training session realises that he/she can suddenly do so much more than pull a pint and can get creative behind a bar. Making drinks can be a career and not just a job, there is so much to do and know within this world. When barstaff ask loads of questions, then you know you’ve achieved something with that training session.
What kind of training do you offer/what kind of establishments? I pretty much cover the bases from serving a decent Courvoisier and ginger in a pub to working with Fred Noe, Jim Beam global ambassador and great-grandson of the great Jim Beam himself. You have to be on your toes for that one…
Do you have any success stories that stand out? Just recently I did some training sessions in tandem with Pierre Szersnovicz, the quality control manager at Courvoisier. As a result, I’ve been asked about training sessions for the Breakfast Group of bars in London.
What are the benefits of combining the role of sales rep and trainer? Knowing the outlets means you can tailor the session to meet the specific needs of the staff.
she’s happily reporting an increase in female drinkers, a 25 per cent uplift in spirit sales and a more fulfilled team. “The most noticeable difference is the confidence it’s given the staff,” she says. “They feel that they’re doing something that not every person behind the bar can do.
“They feel like they’ve elevated themselves to the next level and they absolutely love it. When anyone new comes on board they can train them up as well.
“The customers love it too. It’s helped us to attract a different kind of customer – we’ve got more female drinkers now which our business was lacking.
“The men are also enjoying long mixed drinks, especially for special occasions like Christmas and Valentine’s Day.”
The training has matured Woody’s to help it become a more premium bar. “Our drinks are consistent thanks to the training – every time a drink is
made it tastes the same, which is really important,” says Natalie.
• For more information on mixxit’s free training courses please e-mail
mixxit.uk@
maxxium.com. Also check out the website,
www.mixxit.co.uk, which has attracted 25,000 hits since April 2010, and includes hints and tips for making top-quality drinks. You can also find Mixxit on Facebook at The Daily Cocktail.
PROFILE
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