Issue link: http://winesandvines.uberflip.com/i/417249
72 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 W I N E M A R K E T I N G Ask them for their feedback and take it down on paper. If you have not already, try and negotiate your price to get them to sign on before you leave. Do not push too hard because you want to nurture the relationship, not kill it. If you cannot find a way to convince them, then thank them for their time, give them your business card and leave your sales literature behind for them to go over. Follow up with a thank you phone call and start to get ready for the next meeting. Conclusion Tips for using your retail objections and creating a stronger sales pitch Even after a successful sales pitch, ask your new retailers what reservations they had before they decided that you were the right fit. As you collect feedback you will be able to assess the strengths and weak- nesses of your sales pitch. Start incorporat- ing information from their objections into your presentation so that the next retailer you pitch will not see the weaknesses that the previous one was hesitant about. The key to any sales meeting is to the ability to feel out the people on the other side of the desk. Constantly ask them for their opinions and get them involved in the presentation. Above all of the selling techniques and sales talk, you want to be developing a friendship with your poten- tial partners. Talk to your audience with the respect they deserve, but act with the camarade- rie of a fellow industry professional look- ing to develop a new contact. Retailers are business people, so make sure their objections are strictly about the business side and not about your personal people skills. The more practice you get fielding simi- lar objections, the easier it will be for you to be prepared for your next sales pitch. Practice with small retailers before you start pitching the larger ones. As you per- fect your speech, you will find that the objection becomes less frequent. PWV Zach Milne-Haverty, CTO of Beverage TradeNetwork.com, is also executive editor and an active contributor to BTN's Article Base. Beveragetradenetwork.com is a world- wide B2B networking site dedicated to con- necting beverage brand owners and suppliers with distributors, importers and brokers. Their Article Base provides informative arti- cles on sales, marketing, social media, dis- tribution, management, operations, country reports, legal and regulatory issues in the beverage industry. Promote your wines to leading Zinfandel enthusiasts and extend your winery's relationship in the market. Join Us! We are champions of Zinfandel— America's Heritage Wine Become part of our proud legacy zinfandel.org • 530-274-4900 Zinfandel Advocates & Producers is a 501(c)(3) non-profit organization. ZAP is dedicated to advancing public knowledge of and appreciation for American Zinfandel and its unique place in our culture and history. You know how good your Zinfandel is... WINES & VINES OAK CONFERENCE FEB. 1 1, 2015 NAPA, CALIF. wvoak.com