Issue link: http://winesandvines.uberflip.com/i/417249
p r a c t i c a l w i n e r y & v i n e ya r d d e c e M B e r 2 0 1 4 71 w i n e m a r k e t i n g What the retailer might say: "How do I know you will be able to consistently stock my orders?" Trust is an important part of any busi- ness negotiation, and sales pitches are no different. If you are trying to enter a foreign market or are a small company just starting out, stock issues come up fre- quently. Go over your shipping methods, wholesale partners and distribution lo- gistics. The trick here is to guarantee that along with quality support programs to ensure depletion, you can also fulfill any orders they will need. Whether it is the holiday season or the doldrums of win- ter after New Year's, you want to confirm your dedication to them as a partner. What the retailer might say: "I do not think your support programs are strong enough to warrant your quoted depletion numbers." One of the most important aspects that retailers look at when they are consider- ing a new brand is the support that comes along with it. It is best to try and avoid this question altogether by providing a great support and POS section to your sales pitch. But if the retailer is not convinced, then ask them to clarify what it is they are worried about. Choose some of your strongest programs and go over them with your retailer again, this time with more enthusiasm about your past successes and future plans. If they are still not convinced, ask them for a follow-up meeting. Go back to your team, look over your notes and develop custom support programs that will work well with the retailer 's identity. In your follow-up meeting, emphasize your dedi- cation to making your brand one of their top sellers. Third-party promises What the retailer might say: "I have promised a new position to a similar brand, and I do not think we can take on another." At the face of it, this might be a hard one to overcome. The retailer has recently developed a relationship with your com- petition, and it looks like you have not convinced him that you and your product are going to be a better option moving forward. Now is the time to bring out the big guns, but do not get too excited and start shooting wildly. Start negotiating with them. First, ask why they do not think having competing wines will work for them and see if they cannot be swayed into believing that two is better than one. Rely on research that shows a healthy space for your category in their market, point out that your category is trending and convince them that their customers are going to be excited to see some extra variety. If they are not biting, then ask about the competition's price and available support programs. If you can find some wiggle room in their price compared to yours, then leverage it and try and convince them on a better margin with support programs in place to guarantee stronger sales. Secondary input What the retailer might say: "I need to talk with the team." Or, "We are not sure right now. Send me more info and we can talk again." When you hear the retailer talk about finalizing the deal later or talking it over with the team, you should be happy to know that the presentation went smoothly. You might not have been successful to close the deal, but you have gotten your- self into a strong position and should be confident in asking for a follow up. Before you request the follow up, feel the retailer out to make sure they are not just trying to get you out of the room. Visit us at miovigneto.com Email: dwightb@miovigneto.com Call Dwight Busalacchi at (415) 531-6450 Custom Tanks, Fermentors, and Winery Equipment "Excellent quality at reasonable prices with exceptional customer service built around an understanding of vintners' needs." ~ Jim Schultz, Windy Oaks Winery Mio Vigneto Products, Inc. Outstanding Tanks for Outstanding Wines Storage Tanks Rectangular Oval Cylindrical White Wine Fermentors Oval Cylindrical Red Wine Fermentors Automatic Pump-over Automatic Punch-down Convertible (Closed/Open) Open Top Open Top Rectangular Slovenian Oak Open & Closed Top Tanks Oval & Round Storage Casks Barrels Equipment Horizontal Membrane Presses from 6 to 100hl Semi Automatic Bottle Fillers Standard and Custom Valves Custom Adaptors CIP Balls & Adaptors