The Merchant23 Blog

The Fortune is in the Follow Up

Jul 30, 2019 9:49:35 AM / by Cyrus Azari

I'm assuming you have a targeted buyer persona and are following up in the below article You do have a buyer persona, right?  If not, read that article first, then come back here. 

So you have a potential wine customer. You've done your due diligence, and it seems like your wine could be a perfect for their business wine list. 


Given the nature of the wine industry, there is a lot of gatekeeping going on, and odds are there are many salespeople that are clamoring for your prospects attention. How do you stand out, and how can you properly follow up with them to get wine sales? 


The best way is to hit them with the ol' one-two. That is to say, email and phone calls. The email sequence is key because we like to follow a 4 email sequence here at Team Twenty Three - start with an intro, follow up once, twice, three times, then a break-up. 


More often then not the break-up email is where the money is, and where you will get the most traction with continuing the conversation. 


Rarely, if ever, do you close a deal on the first try. It usually takes 3,4,5,6,7 (!!) follow-ups before a sale can be secured. In fact, 50% of sales close at the 5th follow up.  But be discerning. You don't want to hound people and become an annoyance. How do you tread this fine line?


Social media. Social media is the perfect balance between formal and not-too-formal. If you're not getting an answer via email or phone, hop on your prospect's favorite social media and reach out. Social media can also allow you or your salesperson to build some rapport with the prospect. 


Also, and this is very key, you need to be using a customer relationship manager. (CRM)  Fantastic free CRMs are HubSpot and Zoho


When reaching out to a prospect, make sure you log the conversation into your CRM. Any email or phone call should be logged so you can better reference it, later on follow up 1 or 2. (or 3, 4, 5, depending on the prospect) 


Constructing a Message 

Regardless of whether you are using a phone or email to communicate with your prospect, the message needs to have 3 vital components:

1) Reason for contacting the prospect - remind them that you are following up, talk about how great their wine list/selection is and how impressed you are. 

2) What value can you offer them - what can you do for them? Higher margin? Exclusive wines? Desirable wines? 

3) End with a question - your goal is to start a conversation that will lead to an eventual close. 


Essentially, you're letting the prospect know you did your homework on them when following up, then stating how you can help them, and then ending with a question to keep the conversation going. 


Remember, it's going to take a couple of follow-ups until they buy, so make sure you are building rapport each step of the way. 


Its a matter of doing this at least 3-5 times before sending the break-up email. A good rule of thumb is to wait 48 hours between follow-ups, unless they explicitly tell you to check back at a certain time. I've had follow-ups scheduled months out! 


Don't be like the 44% of salespeople that give up after one attempt to reach out. 


Break up emails are by far the most powerful thing I have personally seen in following up. People tend to jump back into a conversation after seeing a break-up email, and they don't even have to be that complicated. An email like:


Hello, first name, 

I see we've made an attempt, but failed to connect with you so I'll go ahead and pause our outreach.

Out of curiosity, was there simply no need for what we offer or is timing just not right, right now?

Warm regards,



Breakup emails can work wonders. If they reply, keep the conversation going and hopefully close the deal. If they don't, no loss to you! Move unto the next prospect. More often than not, however, you will see the break-up email come through in spades! If you need some more inspiration, check out this article HubSpot wrote about break-up emails. 


Selling your wine is going to be tough, but with the right tools, it doesn't have to be! You can hit easily hit your sales goals if you follow up with enough prospects! Remember, its a numbers game here.  If you can implement a process that rapidly filters out prospects into leads, which is what we lay the foundation for here, you will be able to grow your business and bring in more revenue. 


For your education, I also wanted to have these marketing/sales statistic resources put at your finger tips. These are VERY enlightening!


If you want to start finding prospects, check out our seller's guide below. It also contains some nice tidbits for sales efforts :) 

Download Our Sellers Success Guide Here!

Topics: Winery Sales Goals Follow Up Winery Sales

Written by Cyrus Azari

Get these posts delivered to your inbox! Subscribe to the blog.

Recent Posts