The Blueprint of the Artisan Salesperson
I used to think there would be a time where things would just happen and it would be near automatic. Wine would flow like a river, spirits would tumble into cocktails and an ease would be ever present as you influence/witness/serve as the salesperson. It would get “easier.”
The truth is that the artisan salesperson never arrives at this heavenly place. You have to always keep reinventing your practice, rethinking why and how – not just with your customers but with what you do on the regular.
Below are five fundamentals that will open the door to being an artisan salesperson – a salesperson that wants to do right.
If you get off track – start here.
#1 Philosophy – It starts with you.
You cannot do this at a high level without a philosophy. You have to know where you start and where the work finishes. You have to know why you are choosing to do the practice of sales. If it is just for commission, at your best you will only ever be just good enough.
#2 The Customer – never a number
Customers are not randoms or black and white numbers in a cell that could be raised 3 percent, they are people. Even in this persona over personal technological world where it can be difficult to know people, and many want to just click and buy, it is better to have a personal connection. I would argue further that you need to have a feel of what it smells like in that restaurant or why that retailer does so well on that block. These observations cannot be faked – get to know who you serve by showing up.
#3 What are you selling?
What is the context of the products? All technical details aside, where does what you offer fit in? Who are the competitors? What makes yours unique? Why this one over that one? This takes effort and you must taste more than you talk to acquire reference points. Actually taste the competitors and see what comes. Have a way that looks at the wine beyond the quality call. Look at the style.
Hint: pricing is almost always the last thing to sell first
“ Most salespeople (often at no fault of their own) get hyper-fixated.
#4 Buyer thinking – Think like a buyer.
Think like a buyer and you will be able to be a savvy matchmaker. It is not easy to do and takes real intention, but if you can put yourself in the buyer’s shoes, you can truly see what drives their choices; not just product or what they like, but something deeper.
#5 Look for the spaces
You must pan out and look more broadly to see the spaces. Most salespeople (often at no fault of their own) get hyper-fixated. I have often. The only way to really be “in it” is to pan out and look at the edges.
The customer just inquired about a pallet of this – why did that happen? What is really going on? If you can figure that out – you will always have a head start.