Listing my classic my classic F%*+ ups in the sales game and how to avoid them could be a book.
Here are a few of my greatest hit screw-ups and some insight into how to not repeat my mistakes.
I hope this helps.
My Sales F%*+ ups – the Greatest Hits
Wines can be anchored by the reference point of an appellation.
Do not sell your wine through the lenses of another wine unless the differences are vivid and elevate your wine, or you are also selling the other wine. You have to have contrast in some fashion or you are just anchoring the reference point wine/producer in the buyers mind. And, most of the time the reference point doesn’t need your help.
So what if they don’t respond to emails?
Don’t get desperate and barrage them. Learn patience.
Don’t mirror the despair of the customer in trouble. Also, don’t be tone-deaf. Be the honest and reliable one. Even if you lose because of it.
Big Problems and Honesty
If there’s a problem you have with the account, you most likely need to say something.
But HOW you say it is everything.
The facts don’t matter as much as you think – you are working with emotions in an abundant market. I have royally screwed this up by bringing issue up in front of other people. Do not do that unless you are willing to walk away for a long time (sometimes you have to…).
You can sample too much. Sometimes people just want to buy from you. Let them.
Have a personal system that re-confims order items and quantities or you will be lost. Having this system won’t be perfect, but you can minimize errors. Distribution involves many links in the chain with a human hand involved. Be prepared to check and adjust on the fly.
I made one of the largest deals of my career and it was a fiasco for multiple reasons, but I didn’t communicate well. If you hope that they will do the right thing and don’t communicate expectations it is on you (the salesperson). If you are at the figurative table, you have to put it out there.
“ Dialogue with the person and not the program because a list only gives hints, a person gives answers.
Make it clear that someone else posted a customer COD when you bring it up. It is shocking how many buyers know nothing about the mechanics of COD.
The Buyer – not the list
Lists and selections are often personal. Looking at a list online doesn’t show you history, etc.
You can go online all day and find holes, but the buyer is the contact. Offer to the person. Dialogue with the person and not the program because a list only gives hints, a person gives answers.