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.
Testimonials
I went into Ben Salisbury's Modern Sales Training Course with an open mind. I have had great success selling in the past so I was eager to gain new perspectives and tactics. By the time I finished the course, I realized just how much I really DID need the course. Ben's down to earth way of teaching was refreshing and his patience with my million questions really made the course enjoyable. I also appreciate Ben's ability to speak in a manner that is easy to understand despite the plethora of eye-opening approaches.
I am excited to apply what I’ve learned in the field! I KNOW that my success will come from this modern way of selling. Being able to revisit the videos has really been gold as well. I HIGHLY recommend this course to anyone with an appetite to have a new found approach that is undeniably successful for you and your business.
Marshall Stanley
Business Development Manager
Nitz Wines
The Modern Sales Training course has been an invaluable resource in opening new sales channels for our boutique winery.
Ben’s live coaching calls also made the experience highly personalized, allowing me to apply the lessons directly to my business.
I continue to refer back to the material regularly, as it’s packed with insights that have truly transformed my approach to sales in a highly saturated market."
Crystalyn Hackett
Founder, Managing Director
Spicy Vines
I attended Ben’s Modern Sales Training Course out of curiosity but with a fervent desire to learn more. We certainly needed to boost sales and capture other markets. I was greatly impressed by the depth of the Course and that I gained what I call “insider knowledge” about the wine industry that I would not have learnt elsewhere.
Ben is very engaging and has enormous amounts of patience, particularly, with individuals like me who are unfamiliar with the US three tier system. The training videos are particularly helpful and the fact that there is a “test” at the end of several of them, allows the student to recap on what he or she has learnt.
I would highly recommend the Modern Sales Training Course to everyone in the wine industry, who wishes to increase sales, as well as general knowledge of the wine market. This Course is the way forward for today’s wine industry.
Lucilda Stewart
Owner/Founder
Stewart Hill Wines UK
Transitioning from the hospitality industry to spirit sales was daunting, but Ben Salisbury's mentorship and education made it achievable. With no prior sales experience, I found Ben’s training invaluable. He expertly taught the sales process, emphasizing the crucial role of modern technology in today's sales landscape.
Ben’s approach is thorough and hands-on, breaking down complex concepts into actionable steps. His dedication to his trainees is evident as he ensures everyone not only understands the material but can also apply it effectively. Thanks to Ben, I am now confidently navigating the competitive spirits market.
I highly recommend his program to anyone looking to enhance their sales skills in our fast-evolving industry.
Adam Harper
Sales Manager
Northwest Spirits
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!
- Case Study: Lead Gen Campaign for Consumers (wine) (5:03)
- 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.