Description
This definitive book offers the first focused guide for developing personal wine-selling skills. The authors' approach is based on a clear understanding of the principles, strategies, and practices used by leading wine professionals. Step by step, the authors explain how to develop relationships, understand customer needs, and deliver both products and sales presentations in an efficient and effective way. Based on the authors' over six decades of combined research, consulting, and teaching in personal selling skills, the book draws on their countless interviews and interactions with effective sales professionals in the wine and broader hospitality industries. Many of their ideas have been incorporated into the unique consultative selling skills framework they develop in this manual. The strategies they outline will be invaluable for all those seeking to start or enhance a career in wine sales. For anyone who wishes to pursue a career in the wine industry, whether their focus is distribution, retail sales, sommelier sales at a restaurant, or working in a winery tasting room, this book will be an invaluable launching point.
About the Author
Paul Wagner is founder of Balzac Communications & Marketing. He has been an instructor for Napa Valley College's Viticulture and Enology department for the past twenty-two years. In addition he teaches at the Culinary Institute of America at Greystone, is a guest lecturer at many universities, and has spoken at more than eighty conferences throughout the world on wine, wine education, wine tourism, public affairs, and wine marketing. With Liz Thach and Janeen Olsen, he is the author of Wine Marketing & Sales, Strategies for a Saturated Market, which won the 2008 Gourmand International Award for the best wine book of the year for professionals. John C. Crotts is professor of Hospitality and Tourism Management in the School of Business at the College of Charleston. He is coauthor of Selling Hospitality: A Situational Approach. Byron Marlowe is clinical assistant professor of Hospitality and Wine Business Management in the Carson College of Business at Washington State University.
Reviews
Now more than ever, it takes a lot more than extensive wine knowledge and passion to be successful in the wine business. The complexity of wine-distribution sales demands that anyone involved should embrace and practice everything this fabulously comprehensive book has to offer. -- Peter Marks, MW, vice president of education at Constellation Brands
A must-read for everyone involved in the wine business. The authors have done a tremendous job explaining how the complicated distribution system works in the United States. A psychology course in the selling of wine. -- Kevin Zraly, James Beard Lifetime Achievement Award recipient
A long-overdue, insightful look into the three-tier alcohol beverage system in the United States, as well as how to effectively combine sales and marketing strategies in selling wine. This book is relevant for anyone working in the wine business, serving as a detailed look at an industry that needs more of this type of self-appraisal and sales strategy development. -- Robert Bath, MS, Culinary Institute of America at Greystone
Book Information
ISBN 9781538117316
Author Paul Wagner
Format Paperback
Page Count 208
Imprint Rowman & Littlefield
Publisher Rowman & Littlefield
Weight(grams) 304g
Dimensions(mm) 231mm * 162mm * 15mm
About the Author
Paul Wagner is founder of Balzac Communications & Marketing. He has been an instructor for Napa Valley College's Viticulture and Enology department for the past twenty-two years. In addition he teaches at the Culinary Institute of America at Greystone, is a guest lecturer at many universities, and has spoken at more than eighty conferences throughout the world on wine, wine education, wine tourism, public affairs, and wine marketing. With Liz Thach and Janeen Olsen, he is the author of Wine Marketing & Sales, Strategies for a Saturated Market, which won the 2008 Gourmand International Award for the best wine book of the year for professionals. John C. Crotts is professor of Hospitality and Tourism Management in the School of Business at the College of Charleston. He is coauthor of Selling Hospitality: A Situational Approach. Byron Marlowe is clinical assistant professor of Hospitality and Wine Business Management in the Carson College of Business at Washington State University.
Reviews
Now more than ever, it takes a lot more than extensive wine knowledge and passion to be successful in the wine business. The complexity of wine-distribution sales demands that anyone involved should embrace and practice everything this fabulously comprehensive book has to offer. -- Peter Marks, MW, vice president of education at Constellation Brands
A must-read for everyone involved in the wine business. The authors have done a tremendous job explaining how the complicated distribution system works in the United States. A psychology course in the selling of wine. -- Kevin Zraly, James Beard Lifetime Achievement Award recipient
A long-overdue, insightful look into the three-tier alcohol beverage system in the United States, as well as how to effectively combine sales and marketing strategies in selling wine. This book is relevant for anyone working in the wine business, serving as a detailed look at an industry that needs more of this type of self-appraisal and sales strategy development. -- Robert Bath, MS, Culinary Institute of America at Greystone
Book Information
ISBN 9781538117316
Author Paul Wagner
Format Paperback
Page Count 208
Imprint Rowman & Littlefield
Publisher Rowman & Littlefield
Weight(grams) 304g
Dimensions(mm) 231mm * 162mm * 15mm
