Welcome / Introduction
Key Account Targeting
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Introduction to Key Account Targeting (18:05)
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The Power of the 80/20 Rule (26:44)
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How to Identify the Top 20% off OFF Premise Accounts (17:29)
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How to Identify the Top 20% off ON Premise Accounts (21:09)
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How to Sell to Key Accounts: A Modern Sales Approach (33:10)
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The myth of pulling product off the shelf (0:25)
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TEST your knowledge!
Modern Sales Approach
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Defining the Modern Sales Approach (12:38)
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Tools of the modern seller of wine and spirits (5:05)
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3 Ways to Play the 3-Tier Game (0:51)
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The Future of Wine Sales: Selling Without Samples
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Sales Leader Playbook: A framework for holding salespeople accountable (14:36)
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Tips for Setting Sales Goals (3:47)
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Business acumen eats wine knowledge for breakfast! (8:48)
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Bonus Video: Ben's speech at the Craft Beverage Conference in Pittsburgh (May 2023) (35:47)
On-Premise Masterclass
CRM Masterclass
Email for Trade Sales
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Introduction to Email for Trade Sales (3:33)
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Email for Trade Sales (43:05)
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7 Reasons Why EMAIL is the Best Way to Sell Wine and Spirits (13:52)
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Attracting and Retaining Trade Buyers to Grow Your Email List of Trade Buyers (21:50)
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How to GROW Your Email List of Trade Buyers with Webinars (35:34)
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Example of How to Use Wine Email Marketing to Attract Trade Buyers
Digital Lead Generation
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All About Lead Generation (a Trade Buyer acquisition strategy) (47:13)
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The Life-Changing Magic of Lead Magnets (16:41)
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Using Chat GPT to Come up with Ideas for Lead Magnets for the Trade (4:39)
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An Example of a Trade Lead Gen Campaign (for Hahn Family Wines) (3:43)
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A Best-in-Class Example of a Trade Lead Magnet (10 Ways to Make Top Money as a Bartender)
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This One-Page Lead Magnet Generated HUNDREDS of Trade Buyer Leads!
Distributor Management
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The Role of a Wine and Spirits Distributor (in the modern age we are in) (12:29)
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The "Distributor Trap"- a Reality Check (9:16)
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3 Things You CAN Expect from your Wine & Spirits Distributors (8:28)
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Loss of Leverage: The Diminishing Capacity of Wine/Spirits Distributors
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10 New Rules for "Partnering" with Wine & Spirits Distributors
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The Days of "Managing" Wine/Spirits Distributors are OVER!
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How to Manage Distributors from Afar (remotely) (15:13)
Social Selling
