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Modern Sales Training 2025

Welcome / Introduction

Welcome from Ben Salisbury (2:15)

Key Account Targeting

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 (10:33)
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Modern Sales Approach

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)

On-Premise Masterclass

The "SECRET" To Selling Wine and Spirits On Premise (6:59)
3 Things Every Restaurant Wants (and how to give it to them) (16:57)
How to Sell to Restaurants: 3 Pro Tips (12:27)
How to sell to On Premise CHAINS (17:37)
How to Sell to Hotels (20:35)
Success On Premise (White Paper)
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CRM Masterclass

Introduction to CRM (28:09)
A CRM Masterclass (webinar recording) (47:48)
Using CRM to sell wine and spirits (11:07)
A CRM Case Study (14:10)
Fostering Adoption of CRM Among Your Sales Team (13:24)
Compelled vs. Captivated: The Case for CRM in Wine Sales

Off Premise Masterclass

Keys to Success in Off-Premise Chains (9:57)
The Distributors' Perspective (Selling to Off-Premise Chains) (3:41)
Category Management Princiles (Selling to Off-Premise Chains) (7:14)
Selling to Independent Package Stores (5:48)
Cold Email Outreach to (NEW) Chain Buyers (11:39)

Email for Trade Sales

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

Digital Lead Generation

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!
Case Study: Lead Gen Campaign for Consumers (wine) (5:03)

Distributor Management

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)

Social Selling

Intro to Social Media for the Trade Sales Pro (12:09)
How to Leverage the LinkedIn Platform (22:34)
Using Facebook for Wine and Spirits Sales (9:27)
Using Instagram for Wine and Spirits Sales (16:50)

Bonus Content

Case study: How to Prepare an Outreach Email to a Major Chain Buyer (8:11)

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