Sage advice, for sure.

But it goes against the nature of the sales rep. The sales rep is wired to talk, and talk, and talk.

More tech sheets. More maps. More reviews. More scores. Oh and here’s one more thing to prove to you that my wine is good!

In the mind of many wine sales reps, more information is better. There’s no such thing as TMI in a sales call.

But the irony is that by listening you might actually hear what the buyer is seeking. And what they are seeking might not be what you are selling. Thus, all of your information, maps, reviews, and scores only served to waste the time of the buyer.

Be quick to listen and slow to speak. Try it out.