The Merchant23 Blog

Wine Distribution Strategy Driven by Data

Aug 21, 2019 9:47:51 AM / by Cyrus Azari

Magnifing glass and documents with analytics data lying on table


Selling by the Numbers:


The advantage of today's digital age is that it has never been easier to get data. Did you know that 50% of sales happen on the 5th follow up? And that most sellers give up on the 4th follow up.


How does that change your perspective? A lot of things are changing in the alcohol beverage space. Thanks to all this data, we highlighted 4 data-driven concepts to keep in mind when doing your inbound or outbound sales. Be it wine distributor, wine retailer, wholesalers, liquor store, etc. these tips can be applied to all wines sales interactions! 


1) TIMING TIMING TIMING - (the location, location, location of sales)


Did you know that the best time for someone to receive an email is Tuesday at 6 am? A lot of people are sitting in bed on their phone in the morning. If you send 2 emails a week, Thursday is the next best day after Tuesday. 10 am - 8 pm - 2 pm - 6 am are all the best times to send an email across all industries. 


You can use MailChimp to help automate emails to send at a specific time. Gmail also has a scheduled send feature built into it. Automate your sales workflow and have your email hit the inbox of your prospects at the right time! 


Another fun fact in regards to the importance of timing: Those who attempted to reach leads within an hour were nearly seven times likelier to have meaningful conversations with decision makers than those who waited even sixty minutes.


2) Establish Trust


90% of companies only buy from people they trust. If you want to achieve wine sales, you need to be able to build rapport with people rapidly. The best way to do is to put on your consulting hat. When you start a conversation with one of your prospects get to know their pain points. How can your business help solve their problems? 


Here's a considerable kicker too - 86% of professionals prefer to use email when communicating for business purposes. So start building rapport with prospects digitally. (remember our point 1 on timing)  Have an excellent website with content (blogs, videos, podcasts, etc.) on it, and have that content built to appeal towards your target buyer person - another way of saying "prospects." (If you don't know what that means, we have an article talking about that here


Also, don't leave out the people you already know! If you already have an established relationship, ask your friend/client if they can refer you any business. Give them a nice kickback for anyone that turns into another client. Why? Well: When referred by a friend, people are 4x more likely to make a purchase. 


Do your due diligence on prospects. Find your buyers on Linkedin, Twitter, and Facebook. Look for these 3 key points to help break the ice:


  1. Where the prospect went to school.
  2. Where the prospect grew up.
  3. Any accolades or persona achievements/press on the prospect.


Part of our own sales script has a point to find something about the prospect so we can try to build commonality with each other. If you need a sales script, we got one for you here. 




3) Give Them Useful Stuff that Solves a Pain Point, or Emotional Captivates


In today's digital age, it's about giving your buyers useful content. 57% of the buyer's journey is already completed before a buyer talks to sales. Odds are, your prospects know about you in some capacity. Buyers have more information than ever before thanks to digital technology. 


So make sure that when your buyer persona comes to your website, you can be attractive to their business and appeal to their emotions. 


What is emotionally appealing to a customer look like? And why do it? Emotional messaging done right can create life long customers. Have whoever is in charge of marketing build a 'story" behind your brand. People remember stories, not statistics. The lifestyle sells the product. Captivate your buyer persona with things that fit into their lifestyle, or help solve a pain point. Here are 3 examples of what good wine branding looks like. 


For pain points, you have to have industry knowledge. For the alcohol beverage space, you can often point the finger at Total Wine and More if you need a boogieman. They scare everyone - wine distributors, wine stores, liquor stores, wine wholesalers, etc. 


4) Follow Up 


44% of salespeople give up after reaching out once. It takes a multitude of tries before someone decides to become a customer. As humans, we like to see results immediately, but it doesn't quite work like that when it comes to sales. Remember this? 50% of transactions happen on the 5th follow up. Most sellers give up on the 4th follow up


On average, a salesperson only makes two attempts to reach prospects. 93% of converted leads are contacted on the sixth call attempt. Do you have a way to keep track of how many follow-ups you have done with a business? 


Do you know what a breakup email is? Its an email you send when you have reached out multiple times to no avail. It acknowledges that lack of response isn't due interest, but because the prospect is just too busy. More often than not, the prospect will re-engage you when they see this email. Following up is very important, make sure you know how to do it! 


I keep saying "digital age" throughout this post and I want to drive it home here. There are no more boundaries today when it comes to sales. You can go on the internet and find countless markets throughout the U.S.A that are criminally undeserved, and are looking for winery direct products to stay competitive. 


We wrote up an eBook on how to get started on opening up new markets throughout the U.S.A. It has never been easier and our distributor network has never been more ready to help get products into stores compliant across the U.S.A. 



Topics: Winery Sales Goals Follow Up Winery Sales wine sales total wine sales strategy Wine distributors

Written by Cyrus Azari

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