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Full Description
This definitive book offers the first focused guide for developing personal wine-selling skills. The authors' approach is based on a clear understanding of the principles, strategies, and practices used by leading wine professionals. Step by step, the authors explain 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 their countless interviews and interactions with effective sales professionals in the wine and broader hospitality industries. Many of their ideas have been incorporated into the unique consultative selling skills framework they develop in this manual. The strategies they outline will be invaluable for all those seeking to start or enhance a career in wine sales. For anyone who wishes to pursue a career in the wine industry, whether their focus is distribution, retail sales, sommelier sales at a restaurant, or working in a winery tasting room, this book will be an invaluable launching point.
Contents
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
