Selling wine can be difficult with thousands of sales representatives competing for sales on limited shelf space. If you can understand the basics of selling, you can succeed in finding new customers and keeping the accounts that you have already sold to.
Sid Patel is the CEO of Beverage Trade Network and knows all about what sales reps should never do in this industry. Sid has been in the industry for 17 years and knows what a great rep looks like and how to sell to customers effectively.
Do not call to place orders.
Retailers prefer to meet their sales reps in person and place orders, especially if this is the first time. Instead of calling your buyer and trying to get orders over the phone, set up an in-person meeting. A personal meeting with your buyer will establish a foundation for a long-lasting relationship.
Be consistent
You should also ensure that you attend the Monday 10 AM appointment with the account manager. The buyer will notice that you consistently come to work each week simultaneously. This shows that you are strategically ready for your next order. Importantly, retailers expect you to arrive at the same time each week. This means they will start to plan orders and think about your products. You will be able to make sure they have enough time for you to visit them. This could also mean you won’t have to wait for another retailer to meet you, making your job easier.
Be precise
Buyers are usually busy scheduling meetings throughout the week. Don’t tell them when you will be arriving. Instead of saying, “I will come by next week when I’m in this area”, ask, “I will be here at 11 on Tuesday. Would that work for me?” This will assure your accounts that you are accurate, and they can count on you showing up as promised.
Be patient
You must learn to wait for the buyer as a sales rep. Buyers are usually busy with customers, other reps or larger brands. Be patient and wait your turn. Do not leave the buyer’s office with a statement like, “here’s the information; I will get back to your next week.” Instead, request to return at a later date.
Keep your inventory sheet handy.
You should be able to tell retailers if the wine you want is in stock. Do not tell the retailer, “Let me check with my office to confirm your order.” Many other representatives offer the same varietal at a comparable price point. Waiting for confirmation from your retailer can help you to attract them to other brands.
Don’t forget your pricing sheet.
The price of your wines is one of the most important things buyers will consider. It would help if you had your prices available, along with any discounts or deals you can offer buyers.
Avoid parking where customers and buyers park. Particularly the front spots
To make your shopping experience as easy as possible, don’t bother the retailers’ top stars – their customers. These spots are available for customers, allowing them to exit quickly and make purchases. A retailer wouldn’t like to hear that a customer couldn’t find a spot because it was taken! Customers may purchase larger quantities and don’t want to transport the heavy stock back home to their car, parked further away. You can usually park in another spot and walk to the store.
Do not leave without informing your account.
Always inform your buyers of your availability. You can update your account to inform buyers if you are on vacation, sick, or taking a break. You should ensure a smooth transition, especially if you have to connect buyers.
Do not give wrong numbers or stories to your accounts.
Be confident in your product, and back it up with real trends. Chili-infused vodka may not be a hot category, but don’t lie about it to your buyer. Your buyer is more likely to be up-to-date with industry trends than you, so they’ll know if your company is on the right track.
Once the sale is complete, don’t forget to look at the aisles!
You must keep track of how products are selling as a sales rep. Are they selling? Do they need more? How can you help? It’s the best way to show that you care about your products. Take a walk down the aisles and dust off your bottles. Make sure to check out how the merchandise is selling. Don’t try and sell something back to the retailer if it’s not selling. Show them you are there to help wines sell. To help your wineries get their wines off the shelf, offering a complimentary tasting is a great idea.
Do not start merchandising products or moving them without permission from the buyer.
It’s crucial to work the aisles of the retailers, but it’s equally important to keep the buyer informed about everything you do on the shelves. Sometimes you may want to move bottles to higher shelves or add shelf-talkers and case cards. Ask permission from the retailer before you do this. This can be done by meeting with your buyer to discuss how a new card can help wine sales. Moving the bottles to a lower or higher shelf can increase stock clearance.
Don’t forget your wine gear.
Buyers look for reps and brands that are well-prepared. You should be prepared for any tastings you may have to attend. Before you go to the meeting:
- Prepare a checklist.
- Make sure you have your whites cooled and a wine opener.
- Ensure the bottles are clean.
A sales rep asking for a wine opener from a buyer is a sign that they are not prepared and professional.
Do not visit them during their “busy days”.
Remember that retailers are often busy with many things, including weekly tastings and deliveries. You want to make your sales rep’s job easier. If you know your account will be busy, don’t show up. You won’t get their attention and could hinder their productivity. It is important to know when buyers are available for meetings.
Do not criticize other reps.
Your job as a professional is to make your wines stand out and be better than the rest, but not by making your competition look bad.
Do not criticize suppliers in your portfolio.
It would help if you ultimately sold the wines in the portfolio. Your buyer will not be interested in buying those wines if you make a big deal with your supplier.
Do not criticize other buyers/accounts.
Building strong relationships within the industry is key to your success in sales. Remember that word of mouth is a powerful tool in the sales game. Building trust with other industry members is crucial so buyers can rely on you.
Do not blame the driver or the office.
Don’t blame the driver, the delivery company, or the staff for late delivery or broken bottle. Instead, assure your buyer that you will correct any problems. If your shipment arrives with broken bottles, you can talk to your retailer account to tell them that you will replace the case or offer a discount on the next shipment.