In the world of wine sales, part of the job is showing product. Learning how to present, how to tell stories, and how to close the sale are all essential tools to do the job.

So what if they don’t buy? Did you fail?

Of course not. The process of a good sales call is a learning opportunity for all. It’s a chance for the buyer to interact with you and learn about a region or a producer. It’s a chance for you to hone your sales skills and learn to listen instead of talk. The opportunities for engagement result in a win, no matter what.

Not closing the sale does not equal failure.

However, not using the sales opportunity to learn, to get better at what you do, to be engaged, to listen, to take notes, to follow up … that’s where failure lives.