THE REORDER 07/30/19

The Struggling Salesperson vs. The Fluent Salesperson

“The Struggling Salesperson vs. The Fluent Salesperson”

There is a cadence to a pistons firing salesperson – the fluent, knowledgeable seeker of market nuance. The fluent salesperson pays attention to the ripples, the seams, the open fields, and the crowded ones.

The struggling salesperson thinks about portfolio reputation and why they aren’t calling. They worry about small scale competitors and have no feel or touch for the tangible movements of a market.

The fluent salesperson sees the connections that they can make and chooses.

The struggling salesperson plays politics and thinks certain accounts equal success.

The fluent salesperson sees allocations as a tool.

The struggling salesperson sees allocations as the goal.

The fluent salesperson opens doors and rarely pushes anyone through.

The struggling salesperson pushes sales and rarely opens doors.

The fluent salesperson doesn’t fret, they make waves.

The struggling salesperson frets away and tries to make sales.

The fluent salesperson knows that the waves are in motion.

The struggling salesperson doesn’t even see the waves.

July in the NYC wine sales game is always a month that shows salesperson mettle. It shows who has grit and who knows how to make waves…and it is obvious who doesn’t.

“ The fluent salesperson pays attention to the ripples, the seams, the open fields, and the crowded ones.

The “slow month” is a mindset.

Don’t fret, make waves.

Don’t sell, make waves.

Don’t complain about inventory, make waves.

Don’t disparage the market, make waves.

Don’t get jealous of the one-man show, make waves.

Don’t compare importer to importer, make waves.

THE REORDER 07/01/19

When to Walk Away

When to walk away

Years ago, I used to go to Marseille on 44th st. and sit in a line to show a few wines to the Wine Director. It was a lineup – same time, same day, everyone who comes gets to taste with the Sommelier.
Every single time I had to wait for an hour plus and I watched every other rep put on their show. I listened as much as I could to every meeting I could and then I took my turn.
The buyer never took more than a few cases of anything and I am not sure he ever bought big from anyone.

To most managers and owners, this type of account would appear to be a colossal waste of time. Not true.
I learned so much from those that presented wine. What they would say. The stories they would shape.
What not to do was often on full display.
I also met people that were just beginning as reps that now own their own companies.

The Basics

A few basic points that I have mentioned before:

It is possible to show too much wine.

Anyone can sell a label everyone knows.

Listening matters more than artful storytelling, but both woven together are the Jedi move.

Buyers have a style of buying that has nothing to do with their palate, and is likely more important. You should figure out both.

“ Sometimes you have to walk away from an account that has meant a lot to you.

One day in the Fall, I walked away. I decided to let the account go and pass it along to someone else.

It had nothing to do with the monthly number, which had actually built up.

It also had nothing to do with the wine director, who was skilled and I had a good relationship with.

Why?

I looked around and I realized I had outgrown the account – I couldn’t wait in line anymore. It didn’t feel right anymore. I learned what I needed to, connected what I could to that Sommelier/program and now it was time to move on.

You have to make choices as a rep that appear counterintuitive, but open doors that others can’t see. Management will likely not understand because they see customers as a constant stream, but we know better. There is no stream. There is no real constant.

Sometimes you have to walk away and start something over.

Go make waves.

THE REORDER 06/21/19

The Tactics of OG Wine Buyers

The tactics of OG wine buyers have not been documented, but if you are in the NYC market really doing it as a salesperson you may recognize a few of the below moves.

Bottom line is: it is vital to be aware of a few of these tactics because they can really throw you if you don’t recognize them for what they are.
The the upside of being “in” with an old-schooler is HUGE. The OG buyer has had a large impact on my career. Many of them are the most loyal, impressive and insightful that I have had the pleasure of working with. But almost without fail, all of the relationships started wonky, awkward, and with a plethora of mistakes on my part.

This could be a long list – but I chose my own personal favorites. I hope this helps.

The Tactics

Talk to the hand

Nearly every old school buyer In high-level buying positions I have worked with over the years will take the first meeting as a moment to start with no. I don’t mean saying no to everything, I mean the general feeling of no. Don’t worry, they are in the meeting for a reason.

An impossible question

They will most likely mention random things to get you back on your heels. Maybe something only they know the answer to because they go to Croatia every year, or they knew the ol’ man Mondavi. Something that startles you just enough so they exert dominance. No big deal.

Distraction

The OG buyer will involve a distraction at some point, and it could be completely random.
Whether they are bidding on wines, slinking away to the corner to taste in silence, making funny noises, or throwing a sideways, super insulting comment about the wine in the glass your way – expect them to perform a little.
I once had an old buyer in a tracksuit step away and act like he had some form of consumption and hack away in front of his smiling Somm team. He was aiming to distract all of us and pull focus. I almost laughed out loud because it was so obvious, and it still tripped me up.

Accentuate, Denigrate, Repeat

Any wine that has an element that could be accentuated and then dismissed…will be. VA, oak, sellability, etc.

You can count on this move, at least at first. They may even say a wine is horrible, even when it obviously isn’t.
The most difficult OG wine buyer I ever worked with looked me dead in the eye after smelling a wine I poured in our first meeting and asked me if I liked the wine I had poured for him. I said yes. He then said that if I really liked that wine that we couldn’t work together.

“ The underlying question for them will be: why should we buy from you, or (more likely) why do we need to buy from you?

The Big Deflection

This is a real classic. The OG buyer will deflect the buying to their assistants.

Even if they are doing all the big buying, they will pass you off to their assistants that have minimal buying power while telling you that the assistants have real power.
The only way to get past this one is to know how the OG buyer buys, and why they buy. The deflection has to be followed by a question that leads the big buyer back to you.

OG connections

Most old schoolers have deep connections with producers or importers and view all others through a careful eye.
The underlying question for them will be: why should we buy from you, or (more likely) why do we need to buy from you?

If you have something to offer that retains a long-held connection for the OG (like an old friend now making wine), you need to bring it up.

The Importer Syndrome

Many of these OG buyers came up when now famous importers were in the early stages of establishment. Because of this, they fancy themselves to have “built” importers. Random hero stories about how they helped importer (insert name here) find (insert hot-shit famous producer) will abound.
Everyone likes to feel important and the OG buyer is no different. They just have a longer history and the connections that come along with that history.
NOTE: Unless you know market history and producers very well (which is rare), just listen. Take it from a guy who has had to take my foot out of my mouth a few times…

No love for distribution

A natural extension of the above is: they probably have imported a few things. Or, they may even have a “brand.”
I was once told “I hate importers, they are so greedy” by someone who bought oceans of wine from one importer. Not shockingly, this OG buyer is now a small importer.
They will have some sort of buying pattern that goes outside the typical buying system (like buying on Auction or via some list that their friends run). In this case, it is really handy to know a lot of producers and their respective availabilities so you can know what not to offer.

Appointments are for a*** holes

This is the current view of the appointment for the OG unless you are in with them. Avoid the word at all costs. Send an offer that makes sense, but realize that this first email better have an impact – or you will likely never get email love.

Hardball

Many OG buyers love to play hardball, but don’t like when it is played with them. Beware of the many bear traps that will happen if you try and game an OG. However, some of these buyers will not respect you if you don’t speak up. Don’t be afraid to go toe to toe if you feel it is necessary,

THE REORDER 05/17/19

Find the Pillars

These are my pillars of sales in the NYC beverage market. The concepts I keep going back to.
I most definitely don’t think I have this figured out – my views evolve every day.
But here is what comes to mind right now. I hope it helps.

Philosophy

Decide what you are trying to do – And it can’t be moving boxes. Get to the core so you have a reason and the belief to back it up. This is invaluable when the work we do lacks the luxury of constant products or customers. We work in the top market in the world in NYC and it is as volatile as it gets.
I know it sounds woo woo and/or eastern, but I promise you that having a philosophy holds the keys to the castle.

Cadence

You must have a cadence with your customers. Now – there will be some sales manager saying you have to see everyone every month, etc. If you can – lucky you. In my experience, it just isn’t how the world works.

Figure out another way.

Market

Study the market you work in. Know the props, players, trends, young and old. You will never know it all and you will be surprised often. BUT, You will gain in perspective – and that is the only way to perform well over a sustained period of time.

“ The truth is that it isn't the wine in the bag that sells, it is the dialogue that sells.

Calm and Cool

I have been meditating for years, I highly recommend it. And one of my best friends (also a legendary sales guy) always took weekends and a few weeks in August to get some headspace and clarity.
Work in some serious breaks for yourself.
In concert with breaks, it is vital that you create some boundaries with your work – or you will ultimately have to fight to save your sanity.

Do you answer every email as it comes in? Do you take time for yourself? If you don’t create some boundaries, you will be drinking too many negronis to forget how burnt out you are…

Systems and the need to let go

I have tried everything from Salesforce to Mailchimp. I am constantly tinkering (sometimes to my own detriment) with what I utilize to communicate well and keep track of details with. I look for systems that will work for me and my own style.

Find what works for you.

Even still, I still miss on a ton of shit. Details, offers, timing, customers…you name it.
To put it plainly: I still fuck up. A LOT. And I think I have a decent mind and fairly sharp intuition to go with it. But I still swing and miss, or forget to swing at all.
BOTTOM LINE: LEARN TO LET IT GO. I took a long time to learn this lesson. You don’t have to do it the hard way as I did.

By the way: don’t let it go in a jerky or distant way as if nothing matters – but you have to move on from the things you miss on or they will pull you down and hold you back.

The real game

It takes no talent to sell the wine that everyone wants. Sometimes you can’t give them as much or you have to say no, but basically a robot could do the whole thing.
The next level shit is dialogue. The conversation you are having.
The truth is that it isn’t the wine in the bag that sells, it is the dialogue that sells.
Most people in this market are very confused about this concept (I admit there is some nuance to it).
Ultimately, this business is the people business and not the wine business.
At least until someone figures out how to put everything we do on a spreadsheet…*

*I was asked by a well-known design thinker and AI specialist if I could put everything I do on a spreadsheet. I have tried: IMPOSSIBLE.
He said to me: AI has no shot and no robot will replace you.

THE REORDER 04/22/19

How to Spot #BigSalesEnergy

How to spot #BigSalesEnergy?

#BigSalesEnergy in the NYC beverage world is not easy to spot – it has nothing to do with the portfolio or unicorn wine they offer you – it is all about the presence and momentum of the person.
If you focus solely on the wines and not the messenger, you (as a buyer or salesperson) may never know the difference between an important player and a struggling, downward dog order-taker scrubs in this market.

A Guideline for #BigSaleEnergy

If they are calm in the storm of inevitable mistakes.

If they are able to listen and not talk.

If they never pull you down.

If they display a grounded understanding of the business and not just wine.

If they know that haters are going to hate and at the same time don’t tolerate fools.

“ If you focus solely on the wines and not the messenger, you (as a buyer or salesperson) may never know the difference between an important player and a struggling, downward dog order-taker scrubs in this market.

If they have a wine perspective formed by actual experience.

If they view connection as the foundation and not sales as the foundation.

If you don’t feel they are offering something when they definitely are.

If you know they don’t need to be with you – that they made the choice to.

If they don’t inflate/create drama for personal attention.

#BigSalesEnergy drives the broader movements of this industry. If you notice the players that have it – these are the people to keep track of. Also, keep in mind that any Somm or salesperson that leads with sales numbers doesn’t have this energy and is likely inflating themselves for a reaction.

THE REORDER 03/15/19

My Classic F%*+ ups in the Sales Game

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

Describing Producers

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.

Connection Problems

So what if they don’t respond to emails?
Don’t get desperate and barrage them. Learn patience.

Missed orders

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…).

Over Sampling

You can sample too much. Sometimes people just want to buy from you. Let them.

Checking Orders

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.

Large Deals

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.

COD

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.

THE REORDER 02/22/19

The Closeout Recipe

Want the perfect Closeout recipe so you can avoid the pitfalls?

I can smell the closeout dish from a mile away. Putting a producer in the position to succeed in this crazy market takes thoughtful work, and it is obvious when that doesn’t happen.

Most of the time it has little to do with the actual producer or wine in question…

A Closeout Recipe

The pricing is wack compared to the other prices in the market. (i.e. pricing formulas, not sales formulas)

The wine is launched with a tech sheet and a taste.

The producer has a dusty and shriveled story that is yawn-inducing or as memorable as a bland morning cereal.

The reference point for the appellation is a vivid one and the producer you represent has no relation or anything that differentiates it from the reference point.

It fills a “category.”

The wine is launched with overtly flowery prose.

There is zero plan to market the wine if the first wave doesn’t work.

The wine is “all the rage in Paris.”

When this becomes the answer to everything: Put this in your bag.

“ Nowadays, I can spot a future closeout from a mile away, and most of the time it has little to do with the actual wine.

[insert Hot shit importer here] USED TO represent them.

The internal attitude of the importer/distributor is you HAVE to sell this to have that.

The wine is hidden in plain sight within the inventory.

The wine is “allocated” out before anyone knows the value of the producer or has tasted a drop.

The internal attitude of the importer is “this will never work.” (often manifested in inventory quantities).

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