“But I have to …” is the core message I hear from many in the wine industry when they are privately complaining about their job. It might not be those exact words, but the essence is that there is no choice for them in the matter. Three examples: The wholesale rep who has to do Read More…
Month: June 2016
Some Wine Math You Should Know
Fun stuff to think about: One standard wine barrel = 60 gallons 60 gallons = 25 cases 25 cases = 300 bottles If that barrel costs $1000 then each bottle costs $3.33 more just to pay for that barrel (assuming that a winery is trying to recoup the costs in one vintage, which most do Read More…
What the customer needs
Your customer needs new ideas, fresh thoughts, new information, and a sense of confidence from you. In other words, new challenges. A server at a restaurant should be able to explain a strange ingredient on the menu, or talk for at least a few seconds about the Godello vs. the Garganega. A wine retailer should Read More…
Doing the Right Thing …
… is pretty much impossible. The Right Thing involves too many variables, too many definitions, too many opinions. It is impossible to do a litmus test on, and impossible to quantify. Sadly, it’s what many mangers ask of their employees. But the Right Thing is a worthy goal, just misguided. Maybe there is a better Read More…
Taking a Pause
Today marks the start of an annual ritual for me, my summer break for ten days of mental and physical relaxation, plus several periods of Deep Work. Deep Work is capitalized for it’s the name of a new favorite book, and the name of what I’ve done during this week for the last twenty five Read More…
“They’ll do you right”
As a wholesaler, it’s often best to not have a monopoly on a wine list. Majority, yes. Monopoly, no. There is a draw that the owner/buyer at the restaurant will feel toward to question of “I wonder what working with other companies is like?” There is no magic number, for it’s based on the size Read More…
What, really, is your job?
This is a question for the wholesale wine reps. When looking back at your past month, what was your job? Be honest. Were you an order taker? Were you a problem solver? Were you a teacher? Were you a delivery person? Were you a counselor? Were you a business partner? Were you a designer? Were Read More…
Wine sales strategy
A question for wine wholesale reps. Pick one of your customers, any customer. What is your strategy with them? I’m not asking “what do you normally do when you see them?” No, I’m talking about strategy. Strategy needs both short term and long term goals. Strategy considers all objections and obstacles to achieve the those goals. Strategy Read More…
Monday Assignment: Thank you
Starting today, every Monday morning will be the “Monday Assignment” … a gentle kick in the butt in a certain direction to achieve a certain goal. This week: say thank you. Not to everybody, and not to the obvious. I’m aiming at the middle, the ones that don’t hear it often from anybody, including you. Read More…
Sometimes there is no good reason
A major point of frustration for many wholesale wine reps is when they see a competitor’s (usually declared inferior) product get a prime spot in a wine shop, or a new by the glass slot at the restaurant they have been working on for months. Why did that wine get in? Often there is a great Read More…
The high price of sunk costs for wine sales reps
In economics, the term Sunk Cost refers to a cost that has been incurred and cannot be recovered. Businesses of all types, when evaluating the profit and loss statement and evaluating operating expenses, are sensitive to sunk costs for good reason. Wine sales reps have sunk costs as well. The money you spent on a customer for Read More…
Formula 1 and NASCAR … and wine
Both are about cars going fast. Both are about driving a set path. Both are about engines, technology, and momentum. Both have sponsors, for they are incredibly expensive sports to participate in. The big difference? The audience. NASCAR advertising leans toward energy drinks, tools, viagra, Wal-Mart, chewing tobacco, and low cost website hosting. Formula 1 Read More…
Think before you text
There are four main types of current/modern one-on-one communication. The first is the email, the most common form of transferring information from one person to another. It’s passive, and sending an email implies less urgency, usually, knowing that the recipient will see it at some point and will respond at some point. Also good for Read More…
How to …
How to get into an unsold account: Show up. Ask questions. Network. Show up. Ask questions. Network. Repeat. Repeat. Don’t stop. It takes work, it takes time, and there are no shortcuts. How to advance in the wine industry: Show up. Ask questions. Network. Show up. Ask questions. Network. Repeat. Repeat. Don’t stop. It takes work, Read More…
A quiz about wine wholesalers
Question: Which of the following is the most successful model? A wholesaler that expands their portfolio, directly resulting in more sales and greater revenue. A wholesaler that expands their customer base, directly resulting in more sales and greater revenue. A wholesaler that shrinks their portfolio and their customer base, yet show growth in sales and Read More…