Paul Wagner
Wine Sales and Distribution
The Secrets to Building a Consultative Selling Approach
Buch
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 hospi…
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Beschreibung
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.
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Produktdetails
Weitere Autoren: Crotts, John C. / Marlowe, Byron
- ISBN: 978-1-5381-1731-6
- EAN: 9781538117316
- Produktnummer: 29841537
- Verlag: Rowman & Littlefield Publishers
- Sprache: Englisch
- Erscheinungsjahr: 2019
- Seitenangabe: 210 S.
- Masse: H22.9 cm x B15.2 cm x D1.2 cm 331 g
- Abbildungen: Paperback
- Gewicht: 331
Über den Autor
Paul Wagner studied sociology and education at U. C. Santa Cruz and classical guitar at the Royal Conservatory of Music in Seville, Spain. He has been an instructor for Napa Valley College's Viticulture and Enology department for the past twenty-five years and teaches in the graduate program at the Culinary Institute of America at Greystone. He is also a guest lecturer at many universities, including the Wintour MBA program in Europe, and has spoken at more than eighty conferences throughout the world His first book, co-authored with Liz Thach and Janeen Olsen, Wine Marketing & Sales, Strategies for a Saturated Market by The Wine Appreciation Guild, won the Gourmand International Award in 2008 for the best wine book of the year for professionals. The third edition of that work was published in 2019. His second book: Wine Sales and Distribution, with John Crotts and Byron Marlowe, by Rowman and Littlefield, won the Gourmand Award for 2019, and a third book, Artisan Public Relations, was published in 2020. With Rick Kushman of Capital Public Radio, he hosts Bottle Talk at http://www.rickandpaulwine.com/ a weekly conversation about wine. In 2019 he recorded a series of lectures on wine for the Great Courses program at the Teaching Company: The Instant Sommelier. He is now at work on a series of lectures on wine for Audible: The Story of Wine in Ten Glasses.Paul Wagner has been a judge at more than 100 international wine competitions, is a founding member of the Academy of Wine Communications, a consultant for the International Wine and Food Society in London, a member of the nominations committee of the Culinary Institute of America's Vintner's Hall of Fame, and Senior Academic Advisor to the Global Wine Tourism Organization Eno Tourism Acadmey. He was inducted into the Spadarini della Castellania di Soave in 2005. In 2009 he was honored with a Life Dedicated to Wine award at the Feria Nacional del Vino (FENAVIN) in Spain, and in 2018 was given the American Wine Society's annual Award of Merit, joining such luminaries as Robert Mondavi and Gina Gallo, as well as named the winner of the McPherson Distinguished Teacher Award at Napa Valley College. Mr. Wagner founded Balzac Communications & Marketing on April 1, 1991. His clients there included the Union des Grands Crus de Bordeaux, Caymus Vineyards, Seagram Chateau and Estate Wines, Consorzio di Chianti Classico, Furmint USA, La Rioja Alta A.S., Constellation Wines, Sogevinus of Portugal, and a host of other wine, food, and regional tourism clients. He is now retired from active duty at the agency and enjoys the title of President Emeritus there.
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