The Merchant23 Blog

State of the Industry

By Cyrus Azari on   Dec 16, 2019 5:00:00 AM


Topics: Winery-Direct Sales Winery Sales wine sales total wine sales strategy Wine distributors Wine wholesale

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Most Salespeople Suck

By Cyrus Azari on   Oct 28, 2019 5:00:00 AM


Topics: wine sales sales strategy wine distribution Wine wholesale

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What Sommeliers Want

By Cyrus Azari on   Sep 16, 2019 5:00:00 AM

Me, at the Sommelier Choice Awards

Topics: wine sales on-premise sales sommeliers

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Secure More Chain Sales With Proper Merchandising Strategies (Part 1)

By Cyrus Azari on   Sep 9, 2019 1:24:23 PM

Topics: wine sales wine distribution Wine wholesale merchandising

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4 Pricing Strategies EVERY Winery Needs to Know

By Cyrus Azari on   Sep 4, 2019 7:37:14 PM


Topics: wine sales wine distribution Wine wholesale

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How to Appeal to Buyers and Ensure More Wine Sales

By Cyrus Azari on   Aug 28, 2019 4:56:06 PM

Pull the right strings on your buyers!

Topics: Sales wine sales outbound wine distribution

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4 Ways to Pre-Screen Retail Prospects, and Increase Wine Sales

By Cyrus Azari on   Aug 26, 2019 10:11:24 PM

Topics: customer wine sales sales strategy social selling wine distribution wholesalewine

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Wine Distribution Strategy Driven by Data

By Cyrus Azari on   Aug 21, 2019 9:47:51 AM

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

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Social Selling = Wine Sales

By Cyrus Azari on   Aug 19, 2019 8:32:01 PM

Social selling can help you get more leads and wine sales. 


What am I talking about? I'm talking about researching, connecting, interacting, liking, sharing, and overall engaging your target buyer persona on social media networks. 


By using digital technology to interact with targeted prospects and customers, you can rapidly build rapport and credibility.


You can't be cheesy with social selling, keep it real and be authentic. 


Social selling isn't a hard close tactic either.


Social Selling By the Numbers


72% of salespeople using social media as part of their sales process outperformed their peers and exceeded quota 23% more often.


There's a direct correlation between closed deals & social selling tactics: 54% of survey respondents have tracked closed deals to engagement on social media.


There is a very compelling point being made that social selling provides very tangible results for your sales team. It also provides a fantastic opportunity to get referrals - and like social selling, referrals can help you increase your closing %. 


Another fantastic perk? It's a free way to advertise! 


The Perfect Profile 


Just posting and sharing content won't be enough. You need to make sure that you and your profiles are all dialed in. Before embarking on social selling, make sure always to have this question in the back of your mind: would my target customer care about this? 


This means:


  1. Post a professional picture.
  2. Write your description of your position.
  3. Link out to other social media. (Facebook, Twitter, Linkedln, etc.) 
  4. Offer industry insight in your description. (maybe a link to a useful blog post)
  5. Have your headline answer this question: Who do you help, and how?
  6. Post some infographics or visual pieces of content and useful to your buyer. 
  7. Fish for reviews from happy customers to help increase your social proof. 
  8. If allowed (Linkedln has the room for this, Twitter does not, for example) make sure to write a 3x3 summary of your company. Along the lines of:

    1st paragraph - your value proposition

    2nd paragraph - social proof on how you helped clients out before

    3rd paragraph - a call to action to get in touch with you 


Make your profile consistent across platforms, yet catered to the quirks of the specific platform it is on. 


Getting Started


So we have gone over why social selling is essential (the numbers), setting up a profile, now what?


Its time to socially sell! This can help you hit your wine sales goals! 


This is the most natural part. It's a free pass to go out there and socialize! What does a successful socialization look like?




Sharing Content


One of the lowest hanging fruits is just plain old sharing content. Whatever industry you are in, odds are there are thought leaders and content being created to help solve those industries' pain points. 


If you understand your target customers try to curate content that they would find useful. Maybe you find an eBook that talks directly to a specific problem in your industry! Sharing content is an excellent low-effort high-return-on-investment play!


Liking Stuff 


Another low hanging fruit is the simple "like." A Twitter favorite or Linkedln/Facebook like are great ways to interact without having to type out a comment. They also serve as an unspoken thank you when people share or retweet your comment. Get out there and like stuff! It will help your wine sales! 


The Peanut Gallery


Commenting is a more intimate way to connect with your prospects. It shouldn't be salesy or a pitch or a link to your company's website. You should put on your academic hat and create thoughtful, insightful commentary relevant to the topic your prospect is putting out. 


Connection, Connection, Connection.


Here is some weird piece of etiquette I have learned in surfing social media. On Twitter and Instagram, you want more "followers," then people you are "following." Following a bunch of people isn't as cool as having more followers. 


On Linkedln its bad form to connect with someone that you haven't had a meaningful interaction with. Be it online or in person, make sure there is some established rapport before reaching out for that connection request. 


That doesn't mean you cannot still talk and have a presence in those restaurants social media sphere. Social selling on LinkedIn can be a great way to start conversations with potential restaurants without going straight for the sale. Nurturing a relationship over social media is much less "pushy" than traditional outreach methods. 


Customized messages, be it in social selling, emails, letters, whatever, are always more effective than generic messages. Customization shows you care and took time to do your due diligence on the prospect, regardless of their perspective. 



By and large, social selling will increase your conversions and closes, because at the end of the day you are building rapport with each interaction - and people buy from people they like! So get out there and start social selling! 


The most important part of social selling? No boarders. Thanks to our digital age, you can talk to retailers that you were never able to be connected with. Find them on social media (California wineries maybe go to Wyoming? Or Nevada? There are a lot of underserved areas in the USA) and start talking to them.


Markets are really starting to open up and distributors are becoming more of a compliance and clearing mechanism. Never before has the market been so open. Start using social selling to begin a winery direct program with the untouched wine markets across the U.S.A! We have an eBook that you can download to help make that strategy a reality at your winery. 


Topics: Sales Goals wine sales social selling

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By Cyrus Azari on   Aug 14, 2019 4:35:18 PM


Topics: Winery-Direct wine sales outbound inbound Wine distributors

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