The First 30 Days In a New Wine Sales Job Are Critical.
A wine rep who can't introduce every producer in their book after 30 days on the job should quit immediatley.
Here Is The Thing You MUST Do to Ensure Success Selling Wine For a New Distributor.
Major wine markets like Chicago are hyper-competitive. Even veteran wine reps have to hustle to defend placements. New reps who don't invest in learning their book in the first 30 days have already started to fail.
Fortunately, reps needn't memorize tech sheets to be taken seriously but they do have to remember one sentence about each producer.
Anchors: The Keys To Ensuring More Sales
An anchor is a sentence that follows a pattern to introduce a producer logically, simply, and memorably.
Anchors present global, regional, and local information in one sentence. “Julien Brocard makes wine at Les 7 Lieux in the French appellation of Chablis, with bottlings from all levels including Grand Cru, Premier Cru, and Chablis." Written properly, an anchor allows a rep to introduce an estate confidently in just one sentence.
Assignment: During the first 30 days at your new job, write and repeat anchoring phrases for each of your producers until you can recall them easily.
The Good News: It's Easier Than You Think
Anchoring producers simplifies the biggest challenge most new reps face: digesting the portfolio.
Working in an orderly fashion, a rep can write unique anchors for each winery in a region or country with a few hours of dedicated work. Further, the repeated structure reveals connections and relationships that will serve as valuable memory prompts. By the third producer in a region, even the most foreign names will sound familiar.
In one sentence, a rep with anchors shows their customers that they are going to be a serious partner.
Any new rep can do this, but not every new rep will. Where will you be after your first 30 days?
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Photo Credit: Gosia Matuszewska, Rishi Productions Chicago
Model Featured in the Photo: Michael McAvena
