The sales should be merely a byproduct of a much larger relationship. Selling is not about features and benefits. It’s about bringing real business value!
The key to accelerating sales performance is to narrow the focus of sales activity to only the most attractive and responsive accounts.
Unleash the power of email tracking, automations, and inbound lead management.
The key to sales success is flawless followup and the key to flawless follow up is the diligent use of CRM software.
Grow your trade-only email list (automatically) so you can speak directly to the trade buyers instead of relying on distributors.
The days of “managing distributors” are over. Learn the “modern” ways of working with distributors!
Learn the three things EVERY restaurant wants and how to give it to them!
How to curate a professional social media presence and leverage it to sell more wine & spirits especially with Linkedin and Instagram.
Course Curriculum
- Introduction to Key Account Targeting (18:05)
- The Power of the 80/20 Rule (26:44)
- How to Identify the Top 20% off OFF Premise Accounts (17:29)
- How to Identify the Top 20% off ON Premise Accounts (21:09)
- How to Sell to Key Accounts: A Modern Sales Approach (33:10)
- The myth of pulling product off the shelf (0:25)
- TEST your knowledge!
- Defining the Modern Sales Approach (12:38)
- Tools of the modern seller of wine and spirits (5:05)
- 3 Ways to Play the 3-Tier Game (0:51)
- The Future of Wine Sales: Selling Without Samples
- Sales Leader Playbook: A framework for holding salespeople accountable (14:36)
- Tips for Setting Sales Goals (3:47)
- Business acumen eats wine knowledge for breakfast! (8:48)
- Bonus Video: Ben's speech at the Craft Beverage Conference in Pittsburgh (May 2023) (35:47)
- Introduction to Email for Trade Sales (3:33)
- Email for Trade Sales (43:05)
- 7 Reasons Why EMAIL is the Best Way to Sell Wine and Spirits (13:52)
- Attracting and Retaining Trade Buyers to Grow Your Email List of Trade Buyers (21:50)
- How to GROW Your Email List of Trade Buyers with Webinars (35:34)
- Example of How to Use Wine Email Marketing to Attract Trade Buyers
- All About Lead Generation (a Trade Buyer acquisition strategy) (47:13)
- The Life-Changing Magic of Lead Magnets (16:41)
- Using Chat GPT to Come up with Ideas for Lead Magnets for the Trade (4:39)
- An Example of a Trade Lead Gen Campaign (for Hahn Family Wines) (3:43)
- A Best-in-Class Example of a Trade Lead Magnet (10 Ways to Make Top Money as a Bartender)
- This One-Page Lead Magnet Generated HUNDREDS of Trade Buyer Leads!
- The Role of a Wine and Spirits Distributor (in the modern age we are in) (12:29)
- The "Distributor Trap"- a Reality Check (9:16)
- 3 Things You CAN Expect from your Wine & Spirits Distributors (8:28)
- Loss of Leverage: The Diminishing Capacity of Wine/Spirits Distributors
- 10 New Rules for "Partnering" with Wine & Spirits Distributors
- The Days of "Managing" Wine/Spirits Distributors are OVER!
- How to Manage Distributors from Afar (remotely) (15:13)
About Ben Salisbury
Ben Salisbury is a consultant, coach, content creator, public speaker, thought leader, subject matter expert, and entrepreneur for the wine and spirits industry. His expertise in sales and marketing strategy accumulated over four decades working with some of the largest adult beverage companies in the world including Ste Michelle Wine Estates and Constellation Brands.
His approach is to disrupt the status quo of how wines and spirits are marketed and sold, to challenge outdated practices, and to provide innovative solutions to help wineries and distilleries sell more products.
Ben is a frequent speaker at industry conferences, creates original content on his blog and YouTube channel, and has contributed articles to the Wine Business Monthly.