Ask a wine sales rep or a wine retailer what they sell and they will say they sell wine.
But in terms of what you’re selling how much is actually the juice in the bottle?
For a wine sales rep, you are mainly selling (in order):
- Yourself and your ability to convert for the customer
- The company you are working for and work the company does to support you
- The brands you represent
- The people involved with those brands
- The story of those brands
- The story of the specific wine you are pouring
- … and after all of that, the juice in the bottle.
For a wine retailer, you are mainly selling (in order):
- The experience a new customer has the first time they see your website or step in the shop
- The knowledge and confidence of the staff
- The permission the customer gives you for communication
- The experience you have curating a selection instead of just carrying what’s popular
- Your ability to respond to needs and desires of the customer
- The story of the brands you represent
- The story of specific wine you are showing them
- … and after all of that, the juice in the bottle.
The juice in the bottle is important, we all know that, but it’s not really what you’re selling.
That being said, the juice better be good. 😌👍