Wine Sales and Distribution: The Secrets to Building a Consultative Selling Approach

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Rowman & Littlefield, Jun 15, 2019 - Business & Economics - 208 pages
This 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.
 

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Often when something excites me I start off with a WOW!
Let me tell you why...first of all...I'm a salesman, first most and forever...
Secondly I ran an a publishing/advertising business for over
20 years..hired, managed, and let go....more than my share....
My biggest thing is ...to understand the ethical calling of a sales professional...
Having to deal with the negative response many have with pushy salespeople... We are CAREGIVERS....who sell CONSULTATIVELY ..Need, desire and affordability are the key factors to NOT being "the" pushy saleseman..
This book is for the sales manager,...no wait...
It's for the OWNER of any business ..
NOT JUST WINE...any product or service...
This academic piece does not read like one...it reads like someone who knows what they are talking about and states in a manner that many can get through often anxious to turn the page....yes, . anyway...great book...salute,...to the authors...any other books coming?...you're onto something.. Tony Venuti
 

Contents

Section I PROFESSIONAL FOUNDATIONS
1
Ch01 Wine Sales
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
References
185

Ch07 Precall Research
77
Ch08 Call Opening
87
Ch09 Probing the Customers Needs
97
Ch10 Supporting the Needs of Your Customers
109
Index
189
About the Authors
195
Copyright

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About the author (2019)

Paul Wagner is founder of Balzac Communications & Marketing. He has been an instructor for Napa Valley College's viticulture and enology department for the past twenty-five years. In addition he teaches at the Culinary Institute of America at Greystone, is a guest lecturer at many universities, and speaks regularly at international wine conferences. He is the coauthor of Wine Marketing & Sales: Success Strategies for a Saturated Market, which won the 2008 Gourmand International Award for the best wine book of the year for professionals.

John C. Crotts is professor of hospitality and tourism management in the School of Business at the College of Charleston. He is coauthor of Selling Hospitality: A Situational Approach.

Byron Marlowe is clinical assistant professor of hospitality and wine business management in the Carson College of Business at Washington State University, where he coordinates the wine and business management program.

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