Brad Marchant: XS Success Story

It’s not by chance that for the past 20 years Brad Marchant has been a very successful Independent Business Owner.

As he and his wife, Louise, built their business to the Founders Emerald level, Marchant developed the discipline to forge ahead in the face of setback. Propelling him to greater heights is a clear-eyed conviction that he knows things that others—even so-called experts—don’t.

Earlier this year, he applied that formula to establish a thriving Blast Mixer retail business. Perhaps the biggest bump in the road came when he met with a prospect of an IBO in his organization who for many years has worked in sales at a large beverage company.

The meeting came on the heels of Marchant receiving training at the Achievers conference in San Diego. There, Marchant and many other leaders heard from Vishaal Pandya, one of the foremost authorities on retailing XS Energy Drinks.

What Marchant learned in sun-splashed Southern California collided with a downright gloomy forecast from the IBO’s prospect in his home state of Wisconsin.

“He said the competition was too steep, that, for example, we couldn’t compete with the bag-in-a-box product of energy drinks in the retail market,” Marchant recalled. “He told me that there was no opportunity for the Blast Mixers.”

Only three days earlier, during a two-hour meeting with IBOs throughout his organization, Marchant had enthusiastically shared as much of his Blast Mixer training to IBOs.

Now, in the face of the prospect’s emphatic rejection, doubt crept in: “I thought to myself, `Oh, what have I done?’”

The mental tailspin lasted only a couple of days before Marchant resolved, “I have to find out for myself.”

Applying the tips he learned, and building on the skills he’s honed over his IBO career, Marchant has attracted more than 50 customers, sold over 100 cases of XS Blast Mixers and earned thousands of dollars in retail profit and bonus income.

Reflecting on the naysayer, he said, “Even though he was `the expert,’ the expert was wrong. He didn’t know what we had and he was defensive about what he didn’t have.”

The prospect’s skepticism is “human nature,” he said.

“It’s no different than showing the plan and following up with people: you don’t hear the first `no,’” Marchant continued. “The reason this person exaggerated the competition is because his own company didn’t have a product that could compete.”

Although a great majority of Marchant’s Blast Mixer customers are in the hospitality market—restaurants, taverns, hotels, catering companies and the like—Marchant said it’s vital not to overlook the home user

“Any IBO can sell to them, and having just 10 customers that buy a bottle a month could help them legitimize their business.”

Marchant also emphasized that there is ample market for Blast Mixers outside bars, restaurants and other venues where energy drinks are served as ingredients in alcoholic beverages.

“We can market this product as a straight energy drink. The reason that our competition doesn’t is because their product doesn’t taste any good, so they have to sell their product as a mixer,” Marchant noted. “We’re successful at selling as a mixer for many reasons, but taste is the Number One reason my customers purchase. All you have to do is get them to taste the product.”

Based on his experience retailing the Blast Mixers, Marchant shared the following tips:

-Don’t rely on the telephone to arrange meetings

“It’s way too easy for the prospect to say `no’ on the phone, especially in the hospitality industry,” he said. “I rarely call on the phone to set up an appointment. With the hospitality industry, you will be more successful to stop in on the spot.” 

-Move quickly to the bottom-line

Prospects in the hospitality industry don’t have time or tolerance for long-windedness.  
“If the decision-maker is there, then you can inform, educate and demonstrate the product and get paid for the sale, sometimes all in 15 minutes,” said Marchant.

-Make sure the prospect gets a taste

“There are owners that refuse to taste my product….the reason is they can’t stand the taste of the competitors’ products, so to overcome that objection, ask if you can serve a free energy drink to a couple of customers,” Marchant said. “One time, I had a real gruff, negative owner that I was talking to and when he saw how excited his customers were about the taste, he took a glass, turned his back and had a taste.”

-Don’t be intimidated by the “name brand” objection

“Sometimes, people say they want to stick with a recognizable name,” Marchant said. “My question to them is, `Do you want a recognizable name or the best taste, price and convenience? Don’t shortchange your customer with recognition when you can reward them with the Blast Mixer.’”

These tips only skim the surface of Brad Marchant’s expertise in marketing Blast Mixers. XS Energy Drinks has retained him as a consultant to help you grow your business and profitability. To ask him questions, email bradm@xsgear.com.

So what’s your Retail Sales story? Got one…please send it to us at success@xsgear.com