Two different wine sales reps, from two different companies, with two different ways of presenting wines and ideas to the same restaurant buyer looking for a new Cotes du Rhone by the glass.
Sales rep 1: “Thanks for the time today. So I brought five Cotes du Rhone at a range of prices. All are awesome and all are different. They range from $96 a case with a one on five to this gem here at $160 a case which I know is out of your price range but I thought we should taste it anyway.”
Sales rep 2: “Thanks for the time today. You mentioned you’re aiming for $120 a case and I know you like to work on 25% cost, so I brought this one not only because it’s awesome from a small under the radar producer and the style would work great with your food, but also because it’s normally $120 a case but we could do $104 for the first three months. At $10 a glass, which you could totally do this for since nobody has it around town, you’re at 22% cost so it would be a great fit.”
Which approach is better?
There is no right answer to that question. Different buyers call for different sales pitch styles. Some want efficiency. Some want social time. Some want you to do the work. Some need to be in control of the decision all the way through. Some want one choice. Some need to reject choices to feel good about the final choice. Some are nebulous about pricing. Some are all about pricing and profitability.
A shotgun and an arrow are both effective. But you have to choose the best tool for the hunt.