The Dreaded Work With
I probably shouldn’t discuss this, but this concept has become completely out of control, and honestly, I’m at a loss for words on how to address it.
I’m going to set the scene for you.
You are a sales representative - you could be killing the game, or struggling to stay afloat, or a favorite in the distributor realm, or a mystery to your manager regarding your whereabouts each day - doesn’t matter. We all have goals, direction, and focus, and maybe you need a bit more within a certain supplier category. You receive an email “at least” 3 weeks in advance (could be a month, could be a day, let’s just stay honest) that - low and behold - your prayers have been answered, and you get to spend a DAY with a stranger, only focused on ONE category in the vast categories of wine. Happy now?
This is my den of despair.
It doesn’t have to be, and like a naive child in the woods, I actually look forward to these days on the road with someone else. I believe in my sales skills, my wines, and my ability to adapt to any situation. However, I KNOW how hard it is to arrange buyers to be in one place at a certain time to see me, and then be happy to taste ONLY South American wines, and then actually buy something - I don’t know if anyone understands the pain I feel forcing an individual to do this. I’ve tried to mix up the wines I present, I bring a few luxury nuggets, play the “affordability” card - that look of anguish doesn’t completely go away. I always tell people, “Get me to the table and it will work”, and it usually does. It’s just the art of getting there, and now I’ve involved a poor, abused soul of a sales representative - sorry guy.
A few things that have recently been working:
“Take me to two accounts and lunch”. The stress cloud will lift for a minute - but just a minute. You still need to find two GOOD accounts; by that, I mean a buyer that will be physically present, wants to taste something (eh, I would even take someone that wants to listen), and NEEDS to buy something from my portfolio - whether they know it or not. Lunch sounds like a luxury, but it’s more of a “get to know you” vehicle, and a “what can I do for you” plan of attack. This could be the beginning of something good, or end right here and now. Both are valid.
“Do we even do this?” You may be professionally obligated to, you may need to write a recap that you will send at end of day, or you may need to show our distribution footprint. I say poo poo to all of that. If you are going to take me on a milk run, this is a waste of our time. Is it better to map out what wines will work for your run? I recently met a rep who told me we are going to see seven specific accounts. GREAT! When I asked him if the buyers would be there, he said no - well, maybe at two of the stops. So, then, why am I with you? We did the day - I followed him to his accounts, and we DID sell something, but again, why? Was it necessary that I was physically there? This rep (who could not have been nicer) and I made a pact; we strategized, we know how to do this now. That will never happen again. Everyone needs to make money, and everyone needs to be happy.
“Let’s go big or go home.” Before the rep has a chance to think, I send a wish list of desirable accounts. This is a little obnoxious, and I feel horrible for presuming I know someone’s business, but I also want to be effective and efficient. “Take me here” isn’t something someone who knows what they are doing wants to hear, but it does break down my expectations. I only do this with people I know, or people I’ve worked with before. We have established boundaries, we have a bit of trust. But, don’t trust anyone, not even me (well, maybe me) - always a running line in my head.
Sad to say, a few of these things work, but they are not the answer. Prior to COVID, days like this usually had a very good outcome. We would jump in one car (yes, I did not follow someone in my own car - we actually had a converstation), laughed at the nonsense of our jobs, disclosed personal stories, and invested in each other as professionals. It’s a different scene now, and a different group of salesmen and women are navigating how to get the job done. Where do I fit in?
Below are a few shots of success stories and people who were actually happy to be with me. (mostly because they sold stuff!). Great relationships will follow you forever, but there is such a thing as bad press - don’t fall into that trap. Always be kind, always show up, always keep to your word. I hope the sales teams in these pictures, and all of those that I come into contact with, feel that energy from me.
