In seems that sales people in the wine business are very good at finding ruts and sticking to them.

We find the pattern of talking about a particular place, style, or wine brand (especially if we have been selling it for years). Same stories, same analogies, same ways of saying the same sales pitch year after year.

We are all guilty of this.

We do this for several reasons. It makes us feel confident. It worked before, so it should work again. And of course because it’s the path of least resistance.

How to break the habit of predictable “broken record wine sales syndrome”: a few simple ideas.

Talk about European wines based not only on place, but the culture within that place in terms not related to wine. Example: if you’re selling Bordeaux it’s easy to start with the blend of the grapes and go from there. Instead hook in the potential buyer with some trivia:  the state of Aquitaine, where Bordeaux is located, is home to not only one of the most successful soccer clubs in the country (FC Girondins de Bordeaux) but also a most successful Basketball club (Élan Béarnais Pau-Orthez). Who knew? If your buyer is into sports this might grab their attention. This info is incredibly easy to find.

For the foodie, restaurant owner, or chef show up with a great recipe from a region reflecting their local cuisine. Show up not only with a bottle of awesome Chianti Classico to taste, but a recipe for Souffle al Formaggio Facile (Tuscan Cheese Souffle). Better yet, make the dish and have it with the wine.

Talk about domestic wineries not only based on grape variety or geography but in terms of the people involved and the stories behind them. It’s impossible to not fall in love with Failla’s Chuy Vineyard Chardonnay after reading the story of Chuy himself.

Telling stories is the future of the wine business, the future of sales, and a perfect example is the power of a well crafted video such as the many that Jordan has produced. Learning how to craft a proper story is a sales superpower.

Lastly, break the broken record habit by consciously challenging yourself and your customers. Wrap bottles in foil. Pour a competitor’s wine next to yours. Bring out fresh statistics on sales trends. Do anything possible to not say what you said the last time you presented that brand.

Or, be lazy. Do what your competition does. Say the same thing over and over and over and over (and over and over and over). Be like them if you want the easy path.