Three things I learned from a short lived wine salesman

I have seen that 'I-am-lost' look before. 

I noticed them as soon as they entered this mega wine store. A nice couple, in their sixties, somewhat intimidated. The store was my biggest account then, easily over 10 thousand sq ft. It displayed thousands of wines, liquors, beers. I know what it feels like when you just want a bottle or two for a dinner, don't know much about wines, and walk into a huge store like this. The last thing you want is a sales clerk all over you because honestly, you're not even sure what you're looking for. 

Where do you even start? Let's get something we can actually pronounce. Do you like this label? Do you search by grape variety or by origin? You see, I'm a wine person so I know my preferences.  This couple looked more than confused and I felt for them. 

If I wasn't pinned behind a little station, doing a wine tasting, I would jump in and help. I knew how to put people at ease and find out what they like - so I can recommend something they may actually enjoy. I could relate to how they felt - it wasn't so long ago when I had no clue about wine flavor profiles, differences between oaked and unoaked, or how Pinot Noir from Russian River tastes completely different than the one from Burgundy.  

I have helped customers in my client's wine stores before - even if they were looking for my competition's wine. They might not have cared for the wines I poured for tasting that day, but if they told me what wine they usually enjoy (and I knew the wine), I could genuinely recommend another wine that would please their taste buds.

Sure, it could be tricky. Some people tell you they like dry Chardonnay - but when you dig deeper it turns out they enjoy Moscato and look for something like that (far from dry). 

You only gain that knowledge with experience and excessive tasting of a huge amount of wines to be able to compare, expertly develop your own palate, and tell the difference. I guess that's why so many people in the wine business seem like such a snob - it does require lots of knowledge to acquire. 

Sadly, as I was considering leaving my station to help these two, one of the store's newest employees eagerly stepped in.    

"Oh no," I thought.

I had the "pleasure" meeting him earlier. He took his time to convince me how he knows soooooo much more about wine than any wine professional would. That's exactly what this couple needed! Not.

There isn't a better turnoff than someone in need of bragging. There is a big difference between trying to understand, helping - and preaching. Unfortunately, I experienced first hand how it's a big issue in sales, and especially in the wine business.

One of my wine tastings/classes years ago (favorite part of my wine rep job)

I got busy tasting other customers on wines I was pouring so I didn't pay much attention. When I looked up again, in about 15 minutes, I noticed the couple still standing in that same spot. They seemed impressed with all the stuff this young guy was explaining to them. They listened carefully. Not that they had a choice, they couldn't get a word in. Honestly, this guy had diarrhea of the mouth, so happy he found his audience and so impressed with himself he hardly noticed how he was losing them every additional minute he dragged it on.

This couple didn't come to the wine store for an education (to call it generously).

They were too polite to just walk away, so they listened to him, nodding their heads. I felt terrible. If they were just confused before, now they were confused, helpless, and overwhelmed. And maybe deep inside, even insulted.

The 4  fabulous characteristics of this clerk personality:

- speaking down to anyone he assumed didn't know as much as he did (assuring himself he's the best, and since he didn't listen to anyone, his assumption was off, often)

- assuming that everyone was interested in him and what he has to say (also false) 

- love listening to himself for way too long (annoying)

- it didn't even cross his mind to listen to the client - so he could actually help them 

None of these characteristics make you relatable, respectable - and definitely not a good salesperson, ever. 

I don't know if anybody else in the store noticed. I certainly hope his managers did. After about another 20 painful minutes the couple thanked him for his "help", turned around, and walked out of the store. 

The problem with it? They left empty-handed. 

Embarrassing. Not only they didn't buy what they came in for, but they also lost valuable time listening to annoying brag which was as mesmerizing as watching a turtle playing tennis with sloths. What are the chances these clients ever come back?

The next time I came in for my regular meeting with the store's wine buyer, that guy no longer worked there. 

I guess someone from the management did notice.   

Salespeople like that are the reason why my own daughter-in-law once told me: "I don't drink wine. I hate all that snobbery and pretense around it". Isn't it a shame? Wine is such a fabulous product and I'm totally obsessed with it (in case you couldn't tell). The wine doesn't deserve such a reputation. She's right though - there is too much of it in the wine business. It bothered me too. And I loved that business and met some most interesting people around wines. 

This memory from my wine sales days taught me valuable lessons:

1. Don't assume your client knows less than you  

I've seen it in sales (even retail) daily. If the client does know more than you, you're making a fool of yourself trying to impress him. If he doesn't know more, you'll make him feel good by assuming he does. Nothing is more insulting than feeling like someone's talking down to you. Who wants to be perceived as ignorant? If you want to correct your client or impress him with more info you know about the topic - don't. It doesn't win you friends, and surely not sales.

2. If your ego is leading the sales, you can't hear your customer

Wanting to impress people is not a bad thing. Do it with your personality, your attention to detail, your attentiveness, your caring (when it comes to sales). You don't need to speak of your wide knowledge. Avoid the need to feel superior. The most impressive and smartest people never brag about themselves - yet you know they know.

Your client (especially if it's B2B sale) doesn't have all day to listen to you either. If he gives you his valuable time, make it worthwhile. If you want to make a sale, make your sales conversation relevant to what your client needs and cares about, not about you. 

3. Don't assume you know better what they need

Every time I asked more questions, I learned more and actually sold more. First, you make your client feel heard. Second, if you find out what they're looking for, you can offer them the right stuff. When you're a good listener, instead of a bragger, it never feels like you're pushing. It feels real. Your client seeks help - and by offering it to him genuinely, with a respect, you win the sale - and often even a new friend.    

I made that mistake (assuming in sales) based on my own observations. It's always biased and often wrong. I only found out my assumptions were wrong by asking more caring questions.

You never know better than your client what they really, really need and want.