\u201cThere is more that unites us than divides us.\u201d\u00a0 – Mauricio Macri<\/p>\n
I\u2019ve been fortunate to work with a lot of craft breweries during my fifteen years as CFO for a beer distributor. Most of those relationships have worked very well, but a few have not.<\/p>\n
In the cases where the relationship worked well there was a healthy sense of mutual respect for the work and expertise each party brought to the table. There were also shared goals and a common understanding of expectations, roles, and responsibilities.<\/p>\n
In the cases where the relationship did not work well, there was a disconnect between one or more key elements of a healthy relationship \u2013 a lack of trust, poor communication, or unrealistic expectations on one side or the other.<\/p>\n
Below are my thoughts on the keys to successful Distributor-Craft Brewery relationships \u2013 what works, why it works, and how you can use this information to improve your own business relationships.<\/strong><\/p>\n #1 We are more alike, than we are unalike<\/strong><\/p>\n Distributors and craft breweries are partners. We are all playing the game, and want the same outcome.\u00a0 We are all blessed to be able to work in the beer industry. We all have much more in common with each other than we have differences.<\/p>\n Sometimes it helps to step back, and get some perspective.\u00a0 This line from Maya Angelou\u2019s poem seems particularly appropriate to the distributor-craft brewery relationship:\u00a0 \u201cI note the obvious differences, between each sort and type, but we are more alike, my friends, than we are unalike.\u201d<\/p>\n So remember this idea after your next difficult meeting with your partner \u2013 we are more alike than we are unalike. Maybe that big problem isn\u2019t so big, maybe you can note the obvious differences, but still reach an agreement that works for both of you.<\/p>\n #2 Mutual Respect and Understanding<\/strong><\/p>\n \u201cNever criticize a man until you\u2019ve walked a mile in his moccasins.\u201d Native American Proverb<\/p>\n In our company we have multiple warehouses that are located many miles away from each other. Employees from one warehouse rarely see employees from another. Even though we are one company, the geographical separation causes a separation in identity \u2013 an \u201cus vs. them\u201d mentality.<\/p>\n Employees from one warehouse make assumptions about another: \u201cthey are out to get me\u201d or \u201cthey don\u2019t understand how hard my job is\u201d.\u00a0 These misunderstandings fester and occasionally turn into full blown battles.<\/p>\n The root cause of these issues is a lack of understanding about the offending individual – what they actually do for work, and who they actually are as a person. The lack of understanding leads to a lack of respect, and erodes the relationship.<\/p>\n I\u2019ve seen this same problem between distributors and craft breweries. We just don\u2019t take the time to understand and respect the work that each of us does.<\/p>\n In our company, we found the most effective way to treat this situation was to get people together, in person, and get to know each other. Once they got to know each other they began to understand each other\u2019s roles, responsibilities and challenges.\u00a0 Nine times out of ten, the employees worked out their differences and came away with an understanding and mutual respect for each other.\u00a0 Win.<\/p>\n Get to know your partner \u2013 distributor or craft brewer \u2013 understand who they are, and really learn what they do. Understanding will lead to respect and respect will lead to better relationships.<\/p>\n\n