Payoff

It’s mid-November, and the sales call in this time of year changes in shape: the buyer has less time to meet with you, but orders more wine. Ironically, and seemingly counter-intuitively, you make more money for less work. But this is the moment to realize the payoff from ten months of building, planning, relationship massaging, Read More…

Measuring a sales job by dollars, or not

Sales reps usually measure by dollars. It’s an easy yardstick to use, it contributes to the quality of your life, and it’s a measurement that allows instant comparison to others in the industry. An “Annual industry salary survey” can be useful to a small degree. But it can also be clickbait. When you measure by Read More…

What happens if …

… you present ten Pinot Noirs to an account, they don’t find joy in any of them, then a competitor presents just one and that makes it on the list? … you own 95% of a wine list at a local restaurant, but the company that has the other 5% suddenly starts spending a lot Read More…

Your internal narrative

We tell ourselves stories. Stories of failure. Stories of hesitancy. Stories of contrast and scorekeeping. The tough part about our internal narrative is that it’s the driver of our actions. Our hesitation to make another call to an unopened account because of the look you got the last time you were there. Or the phone Read More…

Six minutes

You just pulled into the parking lot of your next sales call. You’re about to bounce out of the car and rush right in. Hold on! Before going in, stop and breathe. For one minute, sit in your car, radio off, and think. What is the goal of the sales call? Do I have all Read More…

The easiest way to sell anything

There is one surefire way to sell anything. This works across all industries, across all cultures, and during all economic situations. You give it away for free. Not just your product. But your time. And your energy. And your ideas. Free is a dangerous downhill slide, and once you have put no value onto something, Read More…

Are you secretly trying to fail?

If you fail in selling wine and spirits to a particular account, and you get kicked out or have the account taken off your roster, you are off the hook. Some sales reps, consciously or unconsciously, secretly try to fail in an account for this very reason. Why? Because going through the truth and the Read More…

Customer management is not …

… telling your customers how it’s going to be. That’s not customer management. Customer management is done on the backside and in the shadows, not in front of your restaurant and retail buyers. It’s the coordination of deliveries. It’s the replacing of samples. It’s making sure their bills are paid and confusion is quickly resolved. Read More…

Choose carefully

Think about this: if you see an account for a good sales meeting 30 times a year, and you show them four wines at each meeting, you show them 120 wines in a year. And if you have 2000 wines in your portfolio, it will take you 16.7 years to show all of them, without Read More…

Calm waters and making waves

Swimming in the calm waters is easy. It’s fun. It’s what everyone wants to do. Swimming in the waves is harder, it’s challenging. It’s demanding. It’s not what everyone seeks out. It takes a special type of person to seek out the waves. And then there are the wave creators. The ones that make the Read More…

Say thanks, now

We are on the cusp of the holiday seasons. Within the next ten weeks the stores will be packed with Halloween displays, followed closely by Christmas chaos. Our homes transform from bats and ghouls, to turkeys and leaves, to trees and lights. As we enter the holiday season, cards arrive in the mail and we Read More…

Free is never free

Freebies abound in the liquor industry. Look at the umbrellas on the patios, the credit card embossed checkout books, the logos on the beer mugs. And behind the scenes, free cases are delivered to retailers. Free menu printing, or covering the costs for someone else to do it, is a regular offer for restaurants. And Read More…