The easiest way to sell anything
There is one surefire way to sell anything. This works across all industries, across all cultures, and during all economic situations. You give it away…
Are you secretly trying to fail?
If you fail in selling wine and spirits to a particular account, and you get kicked out or have the account taken off your roster,…
Customer management is not …
… telling your customers how it’s going to be. That’s not customer management. Customer management is done on the backside and in the shadows, not…
Choose carefully
Think about this: if you see an account for a good sales meeting 30 times a year, and you show them four wines at each…
Calm waters and making waves
Swimming in the calm waters is easy. It’s fun. It’s what everyone wants to do. Swimming in the waves is harder, it’s challenging. It’s demanding.…
Free is never free
Freebies abound in the liquor industry. Look at the umbrellas on the patios, the credit card embossed checkout books, the logos on the beer mugs.…
Speak three months ahead
This isn’t a sales trick, hack, or tool. It’s just a good habit for a wine sales rep to get into. Talk three months ahead.…
Wine Inventory as Wine Marketing
Inventory is one of the most mis-understood aspects of the wine world. A wholesaler that commits ten percent of their annual revenue to a single…
Problems
Every organization, wholesaler, winery, and sales rep has problems. They may be small, they may be hidden, but there is a 100% chance they exist.…
When things go wrong
In the relationship between a wholesaler and a retailer or restaurant, things will go wrong. It’s just a matter of time. A forgotten invoice. A…