The Secret to Selling Wine and Spirits On Premise

[@marty243]

I am a rookie who just left the hospitality industry after 10 years. I am now starting an On Premise Sales position at a huge distribution company this month. I've been reading up on sales and came upon this video. Amazing insight and good thinking. I will most definitely apply this knowledge to my work! Thank you for the notes, Ben!

[@salisburycreative]

Hi Martha! Congrats on your new role! I am glad you found value in my video! There are several others on my channel that you may enjoy plus this "white paper" I wrote some years ago called "Success On Premise." Keep in touch! salisburycreative.com/resources-2/

[@milosobrenovic1241]

Hi Ben, I'm a new guy getting into this business in Europe and I found your video very useful and inspiring. Thank you!

[@salisburycreative]

I’m so glad you found the video useful!

[@Jamarion13]

Thank you for the info Im starting a new career in on premise spirits. Coming from a background in merchandising/selling Pepsi and selling bread. Totally understand that building the relationship first rather than just being a sales rep

[@bensalisbury1852]

Congrats on the new job! I wish you every success! Thanks for liking and commenting on my video. Let me know if there are any additional topics you want top learn about and I'll recommend a few videos. Ben

[@Winefj]

Thank you so much for taking the time to make this video. I am doing crazy things in order to make my brand a National brand. I have learned that in our Industry is very important to bring value to customers in general. Ernesto B. (Brand owner)

[@salisburycreative]

Thank YOU, Ernesto! Glad you found value in the video. If you have not yet seen it, I have a FREE online course that should be very helpful to you. Here is the link if you want to check it out: courses.salisburycreative.com/p/modern-playbook-for-wine-spirits

[@kajalchadha9880]

Hi Ben! I have an interview tomorrow for the position of a sales trainer for a firm that sells liquor to restaurants. I have less than 24 hours to research and prepare a Training module. Tried getting information from everywhere possible, even from a few TedEx speaker friends of mine but all in vain. I stumbled upon your video and I just can't thank you enough. It solved my problem. I have never encountered something as lifesaving as this. I would've thanked you personally, if that was possible. Till then, accept my gratitude and heartiest thanks to you. ♥

[@salisburycreative]

Kajal Chadha Hi there! Well, I am so happy this video was just what you needed when you needed it, I hope your interview goes well! I have a few other resources I’d be happy to point you to. Let me know if you’re interested.

[@kajalchadha9880]

@@salisburycreative Yes! That will definitely help. Also, I watched your seminar available on youtube too. Thanks again!

[@miguelrivera8938]

About to walk into my first on premise visit. Took notes on your video & creating a game plan before I walk in. Thanks!

[@salisburycreative]

Great to hear this video helped you! Hope all went well with your sales call!

[@JSHarbison]

Sage advice. I'm enjoying watching your video's. I'm starting to help out a very small distributor in my city and trying to learn as much as I can about the industry. Thanks!

[@salisburycreative]

Hi Scott! I'm so glad you found my channel and that you are finding value in my videos! If you are in a learning mode, I invite you to check out the "resource center" of my website called Wine Sales Stimulator at www.winesalesstimulator.com Thank you! Ben

[@jerryao]

Cool video, I work at World Duty Free and I try to upsell my main focus, which is liquor. And I'm watching videos on how to

[@salisburycreative]

HI Jerry, and thanks for taking the time to watch my videos! I try to have a new one every Monday. Best for a great 2020!

[@davidpereira6544]

Thank you so mutch for the great lesson

[@salisburycreative]

My pleasure 👍🏻 glad you liked the video

[@ldoubleg2006]

The key to success! It's easy to snake people..lie to them for a quick sale etc.. but it takes twice the work to have integrity...BUT that double and even triple work builds character and when people mention you(unless it's a hater) they will always say good things about you. Trust, integrity and respect will be built around your brand and name.

[@bensalisbury1852]

well said!

[@sveinungaarseth]

Really nice video, thanks. I'm selling locally produced Wine in Norway and it was good getting a reminder about where the focus in the sales process should be.

[@salisburycreative]

Sveinung Arseth thank you! I’m so glad you found value in this video!

[@mammajumboshrimp]

Thank you for sharing your advices!

[@salisburycreative]

My pleasure. Glad you liked the video

[@ernieramos2792]

Hi Ben, great video. I'm a territory manager for a very large non-alcoholic Beverage Company, you might have heard of it, LOL. Thank you for sharing your knowledge. That information is useful no matter what industry you are in, its always about what you can do for your customer. I'm going to share this video with my team. Thanks again

[@salisburycreative]

You've made my day, Ernie! PS - I drink my Coke Zero every single day!! Glad you found value in the video (and thanks for sharing it) Ben

[@brendanbyrne1769]

Thanks for telling me how to sell to Olive Garden...

[@salisburycreative]

My pleasure

[@maximechristophe4222]

God bless you! Your wisdom is solid! Thank you for sharing this for free!

[@salisburycreative]

Glad it was helpful!

[@Dessinemanuit]

Very interesting video, thank you, Ben, I am new in the business of wholesale. Can you tell me what is the incidence in hospitality? I have searched but not sure if what i found is related to hat you are talking about. Many thank for your discerning explaination.

[@salisburycreative]

Hi Axel! Thank you for your compliments! "Incidence" is the number of people who order a particular menu item. For example, for every 100 people who dine in the restaurant, how many of them order a cocktail? Or a dessert? Or a bottle of wine? This metric is known as incidence. Hope that helps! Ben

[@TheArchaicSaga]

Im so glad I found this. Am venturing into an entirely new area of work dealing with wine and spirit sales. I found this video very informative. Any more tips for newbies?!

[@salisburycreative]

Hello, Kyril. I'm so glad you found the content useful! I have almost 50 free articles on my website that might interest you and more than 30 videos on my KZbin channel. Here is a link to my website. www.salisburycreative.com Also, you may want to check out my FREE online course called, "The Modern Playbook for Wine & Spirits." You can check it out here: courses.salisburycreative.com/p/modern-playbook-for-wine-spirits This will keep you busy learning for some time! All the best, Ben

[@nguyenthuy-lu9zc]

I enjoy to watching this vídeo

[@salisburycreative]

I am so glad you found value in it! Thank you for watching! Ben

[@mrgood2466]

Very informative thanks for the advice.

[@salisburycreative]

Mr Good Thanks! Glad you found it useful!

[@ThisSheetB4RealYo]

Amazing insights. You da man

[@salisburycreative]

Thank you so much! Glad you enjoyed the content!

[@jamlane]

Good stuff!!

[@salisburycreative]

Thank you!

[@dalionli]

Very information Ben. I am trying to get into the whisky trade, but just hitting dead ends as where one buys whisky at trade prices? Is there such thing like a wholesaler? Many thanks.

[@salisburycreative]

In what US state do you live? There are federal laws and state laws as well. So it would help to know what state you live in. thanks!

[@awadisfam4life958]

Any tips for selling off-premise retailers? My father has a small import business and i recently finished school and decided to go work full time and build out our direct distribution. We operate in NJ & NY. Any tips anyone has for selling to retailers and restaurants too is appreciated. We've been direct importing for a handful of the larger more known retailers throughout NYC and they carry our entire portfolio so I know the wine is quality stuff versus the price im just struggling getting in front of the decision makers, several off our new accounts reached out to us if that says anything about our produts... But anyways, I believe im having trouble partly due to our size, we are very small and have limited exposure, I have zero connections in the industry to get the ball rolling and when I do get a meeting or recognized they are not use to a young kid showing up and meeting them. I guess what i am saying is everything about us is very non traditional and different than most. Thanks for taking the time & any tips are greatly appreciated! Cheers!!

[@salisburycreative]

Hi Sam. Sounds like an exciting venture you have going there! Most of the concepts in this on-premise video apply to off-premise as well - especially the idea that it's not about your products so much as what you bring to the business relationship. If at all your "presentations" and meetings you are mostly focused on the attributes of your wines, you are not going to get very far. There are THOUSANDS of wines just like yours (I know that is hard to hear). No one "needs" your wines. SO, you have to build rapport and relationships first. Look for ways to add real business value. For off-premise, that means being able to demonstrate you have already build a following for your wines among consumers. These videos are a good start. kzbin.info/www/bejne/aWHbkJqPpN2qkJI kzbin.info/www/bejne/gIWxiaSEg8yAh6s Off-premise retailers have two big fears. One is that their competitors have a better price. Another is if they bring in your product it will sit on the shelf and collect dust. Another concern is their need to make higher-than-normal margins to survive. You are in a very competitive, very complex industry! Just remember this: the more you act like a salesperson, the less you will sell. Hope these tips are helpful. For deeper learning check out my free online course here: salisburycreative.com/modern-sales-playbook/ I almost forgot, you should really watch this video, too! kzbin.info/www/bejne/i4W2lXmEirGFick

[@safiteaprivate1997]

I'm new to wine sales so I have a lot of questions. To begin, how does the wine rep increase incidence or foot traffic in a restaurant through their wine? I am having a very hard time wrapping my head around that. The amount of our wine that the restaurant sells is going to primarily be up to which ones the server feels like telling the customer about, I think. I have never thought that anyone goes to a specific restaurant specifically because of a certain wine there that they like either. Could you please elaborate on this? Thank you.

[@salisburycreative]

Here are some examples of how a wine sales rep can help a restaurant increase incidence. First, by helping the restaurant create a wine list (or by-the-glass list) that has an assortment that optimizes sales. Having the right "assortment" is KEY for more people ordering wine. If the prices are too high relative to competition or there are no brands that people recognize or varietals no one has heard of - these things REDUCE incidence. On the topic of foot traffic, a wise sales rep will bring ideas to the restaurant for all kinds of special promotions designed to bring in more foot traffic. Examples include monthly wine dinners, half-price wine nights, and flights. The big idea here is to focus on helping the restaurant instead of just trying to sell more stuff. Hope this helps! Ben

[@safiteaprivate1997]

@@salisburycreative thank you so very much.

[@XTripleXCrossX]

Hi Ben thank you so much for putting this together! Do you by chance have any resources to where I can find out more about your sales journey from start to finish with most restaurants. I'm assuming theres a little leg work that goes into setting up a time to tell the bar manager about how you can help them. I'm a new rep at a very small distillery with a sales background but limited experience in the restaurant business. Do you prefer cold calls, walk ins during down time, emails to start? Thanks!

[@bensalisbury1852]

Hi Chase! Thanks for tuning into my channel! I have 3 videos for you. Please watch these and let me know if you have any questions. kzbin.info/www/bejne/e6HWd4x4g959j6c and kzbin.info/www/bejne/lZi5Zp6QfN5_j5Y and kzbin.info/www/bejne/r53QeHWFacajq7c Let me know when you have watched them all and if you have any questions!

[@coolpanda1926]

Oh my gosh, I have to say everything you've been talking about it's so freaking real truth,and it's exactly the same thing my first boss has been told me when I started my first job in wine industry,this is not just about the salesperson, it's the secret of business. Think about what kind of benefit "they"can get from you, that's the secret of close the deal

[@salisburycreative]

nan sun thank you for your confirmation and I wish you good selling success!

[@BelloElizabeth-ui2we]

Hi please can I start my own wine business without restaurants

[@salisburycreative]

Hello! The answer to your question depends on which country you live in. Here in the USA, it also depends on what state you live in. Restaurants are not the only entity that buys wine. Again, depending on the state, grocery stores, convenience stores and package stores all buy wine. You can also sell wine online to consumers via a website. In what country and state do you want to start a wine business?

[@colegioturco]

you know your stuff , great video !!!!

[@salisburycreative]

Aprender Turco en Español thank you!

[@nine0947]

Hello

[@mlcalderaro]

"ham handed hacks"....great way to start a video: Insult the viewers.

[@bensalisbury1852]

I do apologize. I often try to be provocative to make a point but sometimes go too far. Your point is well taken, thank you.