Rowman & Littlefield Publishers
Pages: 208
•
Trim: 6¼ x 9⅜
978-1-5381-1730-9 • Hardback • July 2019 • $147.00 • (£113.00)
978-1-5381-1731-6 • Paperback • June 2019 • $74.00 • (£57.00)
978-1-5381-1732-3 • eBook • June 2019 • $70.00 • (£54.00)
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-five years. In addition he teaches at the Culinary Institute of America at Greystone, is a guest lecturer at many universities, and speaks regularly at international wine conferences. He is the coauthor of Wine Marketing & Sales: Success 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, where he coordinates the wine and business management program.
List of Figures
List of Tables
Preface
Acknowledgments
SECTION I: PROFESSIONAL FOUNDATIONS
1 Wine Sales: Foundations for Success
2 Buyer-Supplier Relationships and Compliance Regulations in the Wine Industry
3 The Exchange of Value between Buyers and Sellers
4 The Organization of a Sales Force
5 Direct-to-Consumer Sales
SECTION II: THE CONSULTATIVE SALES PROCESS
6 Buyer Motivations and Presales Call Planning
7 Precall Research
8 Call Opening
9 Probing the Customer’s Needs
10 Supporting the Needs of Your Customers
11 Closing the Sale
12 Negotiating Customer Concerns
13 Selling to a Lack of Interest
SECTION III: WINE TRADE
14 Merchandising
15 Strengthening the Relationship
16 Professional Education Development and Your Career Ladder in Sales
References
Index
About the Authors
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
• Winner, Gourmand International's Best U.S. Book for Wine Professionals (2019)