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When I ask winery team members what attracted them to the wine industry, selling isn’t typically on their Top Ten list.
Some people simply don’t like to sell. Others worry about being perceived as a “pushy” salesperson. Then, there are those fearful of rejection which incidentally leads to the number one “sales stopper”—simply not asking for the sale!
All direct-to-consumer staffers striving to sell more wine by connecting with guests.
Building your team’s competence and confidence will move the needle on your conversion rates and grow your sales.
This program can be delivered in one workshop or a series, live or virtual, depending on your team’s availability.
Developing a Savvy Selling mindset and skill set is crucial to converting sales and club memberships.
This doesn’t mean teaching team members to be aggressive. In fact, it’s quite the opposite. Author and consultant Jeffrey Gitomer highlights a compelling perspective, “People don’t like to be sold, but they love to buy.” Embracing this perspective builds both confidence and competence in your team to excite them about converting sales—for wine, wine club, and guest contact information.
Your team members will return from this Savvy Selling program equipped and, most importantly, motivated to sell; they’ll learn how to:
Smartly using rapport-building tools to connect with guests is critical; you don’t get a second chance at a first impression. Establishing trust and engaging in guest-centered dialogue (not a monologue) is paramount.
Knowing who’s in front of you is key. This is accomplished by asking savvy questions, practicing active listening, and tuning into “hear offers.”
Equipped with a clear understanding of guests’ values and what’s motivating them to buy, relevant offerings can then be presented with authentic enthusiasm.
“Closing” is a process, not an event. Guests buy wine and wine club memberships because of their perceived benefits. Illustrating both the value and benefits of their choices by being a trusted advisor helps customers navigate their buying choices.