Selling the wine that everyone is clamoring for takes zero skill..maybe less than zero.
You know what takes skill?
– Offering that wine to the right people.
– Having the hard conversation.
– Artfully saying No.
– Listening better.
– Anticipating actual needs.
– Challenging just enough.
– And, (most of all), weaving an overarching narrative along with that wine that resonates well beyond the no-brainer buy of that moment.
“ Having a good portfolio of wines to sell used to be enough, now it is much less notable."
Today you have to have more to say than the quick path to the easy sale. In other words, the high impact wine isn’t the holy grail anymore..dialogue is.