If you love a scrappy startup story, today’s case study is a true standout. I’m joined by Daina Trout, co-founder and Chief Mission Officer of Health-Ade, the fastest-selling Kombucha brand in America, currently carried in 60K stores across the country and doing an impressive $250 million in retail sales annually. Far from an overnight success story though, we’re taking a trip down memory lane to the brand’s early days in 2013, when they were quickly running out of money and only carried in 10 stores. With the three co-founders already at max capacity trying to keep the business alive and no funds available to hire traditional sales reps, Daina turned to Craigslist to recruit commission-based, independent sales reps to hit the pavement and open new accounts on their behalf. In just 2 weeks, Health-Ade’s products exploded into 300 stores. Daina gives us her full playbook today for exactly how she incentivized total strangers to sell her products with no guaranteed pay, the training process, compensation plan, and lessons learned from being in the field interacting with customers. Press play to apply her scrappy sales strategy to your own business!
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