The Merchant23 Blog

Most Salespeople Suck

Oct 28, 2019 5:00:00 AM / by Cyrus Azari


old wine sales wine wholesale and wine distributor habits need to die

Salespeople are among one of the least trusted professions in America. 


Let me throw another wrench at you, selling isn’t about the product either. It controversial when compared with the common archetypes of what we all know as “selling.” Let me ask you this: when you or your salesperson are pitching product, are they talking about the qualities of it? Talking about the benefits and features, how great the terroir is, how fantastic the winemaking process is, or the amazing barrel program you might have?


Apologies in advance, but this is the worst form of sales. Stop doing it. It's a very “transactional” approach to selling. You’re doing all the talking, while your prospect sits there just listening. This worked when Dale Carnegie was alive, and information was very limited. 


Shocker incoming, but times have changed. This isn’t 1930. Your buyers have more information at their fingertips than the entire Apollo missions. Do you really think that's going to work? Fool.


A-ha, but you evolved...instead of going in and talking about your product, you instead open with some cleverly designed qualifying questions. See if your buyer is even prepared for your silver bullet of a product. Hell, I even wrote an article about it! Then, once they seem like a good fit, you launch into your presentation on the product. Guess what? 



Both of these methods emphasize the presentation of the product, which completely misses the needs of the contemporary buyer. 


Information is no longer a sacred commodity only possessed by the salesperson. If you keep approaching your sales like this, you will not make any money. 


You have to earn business, and that means seeing what the client needs for HIS business and well being. And you know what? Your product might be a bad fit for the client. You can’t forge a square peg into a round hole. 


I would start by looking at what your competition is charging too. Heres Henry Wine Groups price book, as well as Southerns. 


Stop it with these old school ways of selling and put yourself in the mindset that you need to earn the business through patience, understanding, and becoming a profitable asset to that company. I cannot emphasize it enough, I’ve written about it multiple times! 


Winery direct is the newest strategy for increasing profitability, and we have an eBook telling you how! Check it out below!


Topics: wine sales sales strategy wine distribution Wine wholesale

Written by Cyrus Azari

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