The wine industry, a universe of flavors and aromas, is also a battleground where personal relationships and business strategy intertwine. With an increasingly saturated market and fierce competition, wine sales representatives face the challenge of standing out and winning new accounts. But how can they achieve this?
The consolidation of distributors and the proliferation of new products have transformed the wine industry landscape. Sales representatives must adapt to this new reality and develop solid strategies to make headway in a highly competitive market.
The importance of relationships
In the wine industry, personal relationships remain a fundamental pillar. Industry events, from elegant blind tastings to specialized trade fairs, become true bridges for connecting with potential business partners. Beyond tastings, these gatherings allow for authentic connections and building mutual trust. Additionally, having the support of winemakers—the true ambassadors of wineries—is a direct pass to the most exclusive restaurants. Their enological expertise and passion for wine open doors that would otherwise be difficult to access.
Research and preparation
Before visiting a new account, thorough research is essential. Knowing the buyer’s preferences, wine list, and direct competition allows for a personalized value proposition. Cold calls, though challenging, can be very effective when made strategically.
Furthermore, follow-up is essential to turn a first contact into a sale. Maintaining regular communication—whether through calls, emails, or social media—demonstrates interest and professionalism. Additionally, marketing actions such as tastings and special promotions help solidify the client relationship.
Pro Tip: Before visiting a new account, it’s crucial to have a wide selection of wines. This practice facilitates openness to new options and increases the likelihood of closing sales. Also, it’s essential that wines are served at the proper temperature and that detailed technical sheets are available for each variety to provide precise and complete information to clients.
Technology in service of sales
Technological tools are increasingly important in the wine industry. Data helps identify trends, analyze consumer behavior, and personalize commercial proposals. Social media, in turn, is an excellent platform for building relationships and generating business opportunities.
These digital platforms offer a direct and effective channel for building communities around the brand, sharing valuable content, and generating engagement. They also allow consumers to express their opinions and share their experiences, which in turn provides valuable feedback for wineries. This constant, two-way interaction strengthens customer bonds and facilitates the creation of long-term relationships.
Pro Tip: It’s essential to conduct a thorough review of retailers’ websites to verify the accurate visual representation of brands and analyze the product categories being promoted. Additionally, assessing the promotional strategies implemented on social media is of great relevance.
Personalization
The customer experience is a decisive factor in building loyalty. Today’s consumers seek more than a simple product; they desire a personalized and memorable experience. Knowing their tastes, preferences, and needs goes beyond a simple survey. It’s about establishing an emotional connection with the client, making them feel valued and understood. By offering tailored recommendations and exceptional post-sale service, wineries not only solve issues but also strengthen client bonds, turning them into genuine brand ambassadors.
Pro Tip: It is essential for the salesperson to select products with high market rotation and also commit to offering tastings so that clients can experience the product before purchasing. This strategy maximizes sales potential and loyalty.
Casa Donoso Buttery Chardonnay
The Casa Donoso Buttery Chardonnay wine is an excellent example of how sales representatives can leverage their relationships and strategies to win new accounts in the industry.
Casa Donoso’s sales representatives have effectively used industry events, connections with winemakers, and a strategic focus on researching potential accounts to position this wine in high-end restaurants and retail stores. Through consistent follow-up and data-driven tools, they have built lasting relationships that have allowed for successful distribution of the Buttery Chardonnay.
In a highly competitive market like wine, a sales representative’s success depends on their ability to build strong relationships, adapt to change, and strategically use available tools. By combining a passion for wine with a commercial vision, it is possible to achieve success and position products in the market.
Source: https://daily.sevenfifty.com/how-wine-reps-can-land-new-restaurant-and-retail-accounts/
