Wine Sales and Distribution: The Secrets to Building a Consultative Selling ApproachThis definitive book offers the first focused guide for developing personal wine-selling skills. The authors’ approach is based on a clear understanding of the principles, strategies, and practices used by leading wine professionals. Step by step, the authors explain how to develop relationships, understand customer needs, and deliver both products and sales presentations in an efficient and effective way. Based on the authors’ over six decades of combined research, consulting, and teaching in personal selling skills, the book draws on their countless interviews and interactions with effective sales professionals in the wine and broader hospitality industries. Many of their ideas have been incorporated into the unique consultative selling skills framework they develop in this manual. The strategies they outline will be invaluable for all those seeking to start or enhance a career in wine sales. For anyone who wishes to pursue a career in the wine industry, whether their focus is distribution, retail sales, sommelier sales at a restaurant, or working in a winery tasting room, this book will be an invaluable launching point. |
Contents
| 1 | |
| 3 | |
Ch02 BuyerSupplier Relationships and Compliance Regulations in the Wine Industry | 13 |
Ch03 The Exchange of Value between Buyers and Sellers | 23 |
Ch04 The Organization of a Sales Force | 39 |
Ch05 DirecttoConsumer Sales | 51 |
Section II THE CONSULTATIVE SALES PROCESS | 65 |
Ch06 Buyer Motivations and Presales Call Planning | 67 |
Ch11 Closing the Sale | 125 |
Ch12 Negotiating Customer Concerns | 137 |
Ch13 Selling to a Lack of Interest | 153 |
Section III WINE TRADE | 159 |
Ch14 Merchandising | 161 |
Ch15 Strengthening the Relationship | 169 |
Ch16 Professional Education Development and Your Sales Career Ladder | 175 |
| 185 | |
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Common terms and phrases
BATNA bottle brand chapter chardonnay Check for acceptance clients competitive concern Constellation Brands consultative selling consumers customer relationship management customer’s needs discount feature or benefit features and benefits gap analysis grocery store identify important interest looking malolactic fermentation master sommelier Masters of Wine merchandising Napa Valley College negotiate off-premise one’s organization organizational buyers percent potential precall previously accepted benefits price point products and services profit programs promotional proof devices purchase decision relationship respond restaurant rosé sales call sales channels sales goal sales manager sales process sales professionals sales rep salespeople salesperson seller selling wine share shelf shortcoming specific story strategy success suppliers support services supporting statement sure tasting room tion tomer understand varietals wine business wine buyers wine club wine distributor wine education wine industry wine labels wine list wine portfolio wine retailers wine sales winemaker winery world of wine WSET