Reinvention

Don’t try reinventing the wheel. The wheel is perfect. And it works great. And any change in the shape of a wheel makes it work less well. There are aspects of your job that are a wheel. Leave them alone. But for all the other parts … maybe a little reinvention is needed. Your intro Read More…

Wine Pros: Attitude

Wine sales amateurs bring their life and emotions into the sales call. The crappy night of sleep. The bills that are piling up. The internal issues at their company. The mud being thrown on the street about competitors (and about them). The dinner they had last night. The fact that sales are down. Wine professionals don’t Read More…

More is not the answer

Don’t fall into the trap that more is better. More accounts means more time pressure to see them all and do a good job. More products to sell in your portfolio means more pressure to sell the whole range, which is difficult because there are only so many minutes in a sales call. Calling on Read More…

The best things about wine sales

You get to talk about beautiful places. You get to talk about a delicious and historically important beverage. You get to talk about legendary families and fresh new upstarts. There is always something new. There is competition at all levels and price points (imagine the boredom if there was truly no competition). You get to Read More…

Tell me a (curated) story

Who made the wine? Where did it come from? What does it taste like? What makes it different from the others? These are common questions that get addressed in a sales presentation about a wine. They are what buyers expect to hear, so much so that a sales rep often blindly rattles off the list Read More…

Setting the right goals

It isn’t good to say “I’ll sell more wine.” Goals without structure, steps, and accountability are fantasies. And the problem with fantasies is that it’s too easy to walk away from them when it’s obvious you’re not going to achieve them. Setting the right goals in the right way is one of the most powerful Read More…

What doesn’t work

It doesn’t work to not show up at an account for weeks. It doesn’t work to forget to tell an account they are overdue on a bill and about to get posted. It doesn’t work to not show new wines during a sales call. It doesn’t work to bad mouth your competition. It doesn’t work Read More…

Who is the hero?

Selling, all selling, is storytelling. And every good story has a hero that overcame obstacles, found the path, and achieved (or is working hard toward the goal). Every wine worth talking about has a hero. This is where commodity brands stumble and family-owned wineries have the edge. It’s hard to make a hero out of Read More…

Can you measure it?

As a wine sales rep for a good retailer, you sometimes take your personal time and devote it to the store by standing behind a barrel pouring samples for anybody who wants them. Boring stuff, usually. You might not sell very much wine, but one person connected deeply with one of your wines, and she Read More…