Tips on wine sales knowledge

There is a big difference between red wine sales and other product sales, because there is too much red wine culture and knowledge. As a red wine salesperson, the sales of red wine is not just about selling wine, it is also about selling wine. It’s selling culture. The following is the content about red wine sales knowledge compiled by me. I hope you all like it!

Red wine sales knowledge

First of all, you must have detailed insight and judge the guests from their clothes. (I’m not teaching you to judge people by their appearance). You should take the initiative to strike up a conversation with the guests and ask them about their needs (for example: Mr./Ms.: Hello! How can I help you? Are you buying wine as a gift?) and your attitude should be sincere. , the tone should be soft, and the eyes should look at the other party sincerely, giving people a feeling of trustworthiness.

Secondly, when selling wine, you must know how to watch people's words, never quibble with customers, and try to maintain a low profile of service. First, learn about the customer's knowledge of wine from a side perspective, and then tell him a little more about it than he does. The most important thing is to introduce his favorite varieties and brands. A big taboo is not to show too much professional knowledge in front of customers, as this will offend them. In a word, you must be professional in order to meet customer needs or guide customers to consume.

Finally, pay attention to the display of wine on the shelf and maximize it as much as possible. The cultural background and introduction of the wine should be displayed in a conspicuous place. The price tag should be clear, and don’t let people look at it for a long time and want to buy it, but because of these small details of yours, your business will end up being delayed, and it may even cause customer dissatisfaction and lose a group of repeat customers. If it is high-end red wine, there should be a refrigerator and the wine should be sold in the refrigerator. This will give customers the impression that you are professional in selling wine and that you are a big brand. Red wine sales skills

1. The demand for the right to know about the product

This demand for the right to know may seem complicated, but in fact it is very simple. It is to understand the ins and outs of the relevant imported red wine products, including wine. We provide customers with timely feedback on the history of the winery, environmental conditions for winemaking, and their market development strategies and sales policies. For example, if a red wine store has newly purchased a Chilean red wine, then the winery introduction of this red wine, as well as various specific brewing processes, as well as relevant preferential policies, etc., should be informed to those customers who are focused on tracking, so that they can be the first to know about it. Time to understand the store's product updates, although the customer may not necessarily buy, but at least he can feel the store's enthusiasm for him.

2. Demand for red wine products with stable quality

As the first demand for buying red wine, it must meet the most basic requirements of customers. I believe that no one wants to buy imported red wine. The product cannot even meet the basic quality, but not everyone needs excellent red wine. In fact, they want a product with stable quality that suits their taste and makes them satisfied. Therefore, as a wine salesperson, in the process of communicating and interacting with customers, you should fully understand their actual needs, and then meet their additional needs on this basis, and do not put the cart before the horse!

3. Product understanding Knowledge needs

As red wine customers, they do not necessarily know much about wine, but they hope to gain new knowledge through dealing with sales staff and continuously improve themselves, so if the sales staff can hold tastings in specialty stores Inviting them to a cocktail party will definitely enhance your relationship. Of course, if you can also provide customers with some knowledge and experience on how to taste wine, it can also enhance their relationship with each other.

4. Demand for product added value

Not all customers want the imported red wine they buy to be very cheap, because if they just want to buy low-priced red wine, there are Too many choices. The subtext of a customer's desire to buy imported red wine is that he is looking for a high-quality, cost-effective red wine product. Of course, any customer hopes that he can get a certain discount. This is not only for the sake of his wallet, but also a feeling of respect. in it.

Therefore, some customers focus more on the added value of this point. So what is the added value of imported red wine? In fact, we can consider it from the perspectives of taste, health, status, and even circle. Who is more willing to taste red wine? Who are the people who are usually willing to participate in wine tasting parties? What effects can red wine have on physical health, etc.? In fact, these are the best manifestations of the added value that imported red wine products can give consumers.

5. The need for recognition of sales staff

Our roles in society are diverse. As a person who specializes in wine sales, we are also the recipients of services in other industries. Therefore, We can learn about ourselves and others by comparing ourselves to other industries. When we go to clothing stores, car stores, hair salons, or even Taobao, are we more willing to deal with familiar salespeople? This is because of the cost of trust. For an unfamiliar product, if we are not cautious enough when purchasing, then It is possible to buy parallel imports or even fake goods, so we all like to deal with familiar sales staff, and the cost of trust is relatively not that high. As a customer group of red wine stores, they actually think the same way. After all, in the current complicated situation of red wine brands, it is difficult for consumers without a certain level of knowledge to distinguish the taste, bottling quality, how to preserve red wine, etc. . Therefore, once consumers identify with a salesperson, they will naturally have more trust in the products he recommends. This is the consumer's need for recognition from the salesperson.

6. The need for sales staff to be friends

Perhaps this is less common in other industries, but in the red wine circle, consumers and red wine sales staff become friends and even talk to each other. The situation is not uncommon. At present, domestic consumers generally do not know much about red wine. A consumer who understands wine or is learning how to taste wine often has the most contact with red wine sales staff. Therefore, there are more opportunities to form bonds with each other, so as a wine salesperson, you not only need to have professional knowledge, but you should also be willing to communicate with customers. After all, when a customer is willing to think of you and talk to you when he has troubles, then the relationship between him and you is already extraordinary, and it also reflects from the side that he has completely trusted you and regarded you as a friend. .

7. The need to be noticed at all times

Any customer wants to be noticed, especially in the red wine circle. If he can become a VIP customer of a red wine store, If you are always paid attention to by the account manager, then this feeling will directly affect the desire to buy. For high-end people, in fact, they care more about the VIP feeling than the VIP treatment than the price, quality and service of red wine products. Many wine stores think that by providing cheaper group buying prices to high-end customers, they can maintain their relationship with them. In fact, this view is not necessarily correct, because high-end customers are less sensitive to price. On the contrary, they are not willing to have their products repeatedly cut in price. They prefer to enjoy a high-profile treatment so that they can feel the VIP feeling: trust, cooperation and tacit understanding. In fact, this is the basis for maintaining long-term customer relationships. location.

8. The need to expand the circle

Everyone’s circle is different, and sometimes there may be overlap, but as a group of customers in the red wine circle, they are a group of opposites. People who pursue a good quality of life are not only successful people at work, but also elegant people who know how to enjoy life. Therefore, they hope that their circle will become pure, so they are willing to meet friends with wine and make more new friends through red wine. Since sales staff in wine stores usually have access to CEOs of many companies, heads of industry associations or famous social figures, many wine customers hope to make more new friends through contact with sales staff. Therefore, wine salespeople should take advantage of their interpersonal relationships to introduce and recommend new friends to customers.

Sales strategies for selling wine in China

1. Change the inherent concept of food and wine pairing

In China, the dishes at banquets are not like in the West, where you eat one dish and then serve the next. After almost all of them are served, we start using chopsticks together. In the early years, many imported wine merchants were very particular about rules when it came to pairing food and wine. However, if they want to do well in the Chinese market, wine merchants must learn to adapt and not be too dogmatic or impatient. If Chinese consumers are perfectly happy to drink red wine from start to finish of a meal, then let them do that.

2. Don’t take the “quantity” route

Most of the red wines consumed by Chinese people are Chinese brands. Brands like Great Wall Wine, Changyu Wine and Dynasty Wine are giants in the local wine industry. These companies produce approximately 100,000,000 cases of wine every year, accounting for almost 90% of all wine consumed by Chinese people. In 2011, Penfolds sold only 1,200,000 cases in 8 Asian countries and regions. Therefore, foreign wines must pursue high quality and high value, rather than compete for quantity.

3. Understand market segments

? 80% of wines in the Chinese market are sold as gifts,? Nick from China Wine Solutions Information Company in Beijing "People generally don't drink the wine they buy, but they give it away as gifts or just put it in the display window," said Nick Miller. ?Therefore, wine merchants must understand the market segments they focus on before entering the Chinese market. ?

4. Participate in market changes

In China, some "conservatives chasing fame" are willing to buy expensive wine. They account for about 22% of the wine consumer population, and their consumption Accounting for 40% of the wine market. However, in the long run, for the Chinese market where wine is still a new foreign thing, the future wine market will also rely on two types of consumers? Young drinkers in social groups and the middle class who have the habit of drinking red wine. . These people account for about half of red wine consumers, but only one-third of them buy wine for its value.

5. The country of origin does not mean everything, marketing methods are the most important.

At present, in the Chinese wine market, France is still the most popular wine origin. However, with the increasing number of young wine consumers, more and more people are willing to consider expert recommendations, wine types and wine prices before making a purchase decision.

6. There are not as many wealthy people in China as there are in foreign countries, but don’t wait until there are more people to start business.

Treasury Wines said that the key node for buying foreign wine is: It will be those families whose annual income exceeds RMB 180,000. A survey report released by Credit Suisse in 2010 pointed out that only 10 residents in Chinese families had a per capita income of more than 139,000. The average annual household income of the remaining 80 to 90% is usually less than 54,900. When wealthier, middle-class families get into the habit of drinking a glass of wine on Wednesday evenings, the market should explode.

7. Asian consumers are very curious about new things like wine and eager to learn more knowledge

? Through communication with wine education practitioners, we learned that "Chinese people have a strong desire for knowledge," Miller said, "whether it's to earn face or just for personal interest." Once Chinese people decide to study, they will be very involved and will quickly understand the secrets.

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8. Adhere to the basic sales strategy

?8? is an auspicious number in the Chinese market, because ?8? has a similar pronunciation to ?Fa?, which means? Prosperity?, Wealth?. In fact, by in-depth understanding of Chinese traditional culture, you can also find many clever sales strategies.