Paul Wagner, Susan Dematei, John C. Crotts, Byron Marlowe

Wine Sales and Distribution (eBook, PDF)

The Secrets to Building a Consultative Selling Approach

• Format: PDF

Produktbeschreibung

Now in an expanded second edition to include new technologies, and incorporating post-pandemic developments, this is the first book to focus solely on developing the readers' personal wine selling skills-for producers, distributors, and direct to the consumer. It comprehensively provides a practical approach to developing exceptional wine-selling skills. Drawing from their extensive experience in the field, the authors have crafted a clear and insightful framework based on the principles, strategies, and practices employed by top-notch wine professionals, including 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 countless interviews and interactions with effective sales professionals in the wine and broader hospitality industries. The second edition also includes articles about the wine market and sales techniques from a dozen wine industry leaders. The strategies they outline are invaluable for all those seeking to start or enhance a career in wine sales. This book will be an invaluable launching point for anyone in the wine industry, whether their focus is distribution, retail sales, sommelier sales at a restaurant, or working in a winery tasting room.

Produktdetails

• Verlag: Bloomsbury eBooks US
• Seitenzahl: 314
• Erscheinungstermin: 14. Februar 2024
• Englisch
• ISBN-13: 9798216332138
• Artikelnr.: 74841759

Autorenporträt

Paul Wagner founded Balzac Communications & Marketing has been an instructor for Napa Valley College's Viticulture and Enology department for more than twenty-five years where he was named the McPherson Distinguished Teacher. He is a guest lecturer at many universities, including the Wintour MBA program in Europe, and has won many international awards for his work in the wine industry. His books, including, Wine Marketing & Sales, Wine Sales and Distribution, and Artisan Public Relations, have won international awards. He has recorded a series of lectures for the Great Courses called "The Instant Sommelier," and a series of lectures on wine for Audible: "The Story of Wine in Ten Glasses." He currently serves as Senior Advisor, Wine Tourism for the Expedia Cruise Ship Center. He has recently written a successful series of murder mysteries.

Inhaltsangabe

List of Figures
List of Tables
Preface
Acknowledgments
SECTION I: PROFESSIONAL FOUNDATIONS
1 Wine Sales: Foundations for Success
2 Buyer-Supplier Relationships and Compliance Regulations in the Wine
Industry
3 The Exchange of Value between Buyers and Sellers
4 The Organization of a Sales Force
5 Direct-to-Consumer Sales
SECTION II: THE CONSULTATIVE SALES PROCESS
6 Buyer Motivations and Presales Call Planning
7 Precall Research
8 Call Opening
9 Probing the Customer's Needs
10 Supporting the Needs of Your Customers
11 Closing the Sale
12 Negotiating Customer Concerns
13 Selling to a Lack of Interest
SECTION III: WINE TRADE
14 Merchandising
15 Strengthening the Relationship
16 Professional Education Development and Your Career Ladder in Sales
References
Index
About the Authors