Trust

Trust can’t be measured, so as a result it’s rarely discussed in a performance or account review. There are few numbers we can attach to these questions. Therefore, because these are unquantifiable, they have become some of the most unspoken points within our industry. When you really think about it, isn’t this what it’s all about? Read More…

Words matter

If you are a wine retailer, the words that you attach to products matter. These are the words your staff says when suggesting wines (you are training them on what to say about certain wines, right?). These are the words that are on your hand written shelftalkers that show your endorsement of a product (which you Read More…

Happy (Wine) Independence Day!

Happy Independence Day to all! There are a few readers of this blog that are outside of the United States, so here’s the short version of why July 4th matters in America: this is the day we celebrate the spirit of our country, the founding fathers and what they believed in, the standards by which freedom Read More…

When to talk price, and when to not

In a presentation to consumers, there is a simple formula for when to talk price. For more expensive/premium wine ($40 and over retail), talk about price at the forefront of the presentation. For less expensive wine ($20 and under retail), talk about price at the end of the presentation. The logic is simple, but incredibly important. Read More…

The Power of Wine Maps

In our business we are lucky because we get to talk about places. Places have history, places have stories, places have culture, and places have identity. And by using a map in your trainings, seminars, sales pitches, and presentations you bring forward the sense of place. Some hints and tips: Purchase and download the iPad Read More…

Selling Wine vs. Making Impact

Ask most wine sales reps, owners of wine bars, and owners of wine shops what they do and many will answer “I sell wine.” Selling wine is being an order taker. Selling wine is about making tall stacks and grabbing the end cap. Selling wine is about following benign metrics such as “POD” (points of Read More…

We are all salespeople

Servers at restaurants are salespeople. Hosts who answer phones and take reservations and greet customers and say goodnight to them are salespeople. Bartenders are salespeople. Retailers that put wine the hands of a customer and earn their trust are salespeople. The ones that ring up the order at a wine shop are salespeople. The delivery crew at Read More…

The Reactive Rut

I had a great conversation last night with a local wine retailer. Her shop is small, based on convenience for the neighborhood, and with more and more competition moving in she’s having a hard time standing out and growing her business. The backbone of her business is reacting to the needs of her customers on Read More…

Goals vs. Expectations

Goals and expectations are frequently confused with each other at many organizations. “Our goal is provide top quality customer service.” … No, top quality customer service should be an expectation with every single interaction with every single customer. Anything less is simply unacceptable. “Our goal is to make great wine.” … No, the wine should Read More…