Today, we still see salesmen dragging around bottles to leave those with a standard story with their customers. But the classic sales techniques, in which you, as a wine company, tell customers that your product is the very best, no longer work. Inbound sales with an interest in the customer’s story is the future in the wine sector. What this can mean for your company, we clarify through a few questions to Wineproof founder Marc Waelbers.
How would you describe the concept of inbound sales?
Marc Waelbers: “Inbound sales is the art of making sure that customers with a spontaneous interest come to you as a wine supplier. And not because you have shouted very loudly how good you are. We have to get rid of those classic sales techniques where account managers and sales professionals flood potential customers with samples and presentations about how good their products are or why their company is the best supplier.”
What do you think is the big advantage of inbound sales?
“When you start from the inbound methodology, you show interest in the story and behavior of potential customers. You start from the interest of customers. From there you arouse their interest in your offer. It is obviously much more efficient and targeted to sell to interested people than randomly presenting presentations to anyone.”
Why is it so important to jump on this cart in the wine sector?
“Wine is a rich and interesting subject that interests most people and about which there is a lot to tell. The clue is to adapt these stories according to the sincere interest of the customer. Something that is far too little done today. The wine sector is the ideal sector for inbound sales. Both in B2C and B2B.”
How do you translate inbound sales to a wine company?
“It is of great importance that wine companies find out what their customers are concerned about. Once you have insight into what the needs are and what problems your customers are facing, you can respond with the right content. Instead of shouting loudly about how good your product is, you need to think about how your product can be beneficial to your customer and communicate it that way. Then you go looking for the channels where your potential customer is looking for information and try to be present through those channels with the right content that connects to the problem or interest.”
How should sales professionals in wine business change their strategy? What tips do you have for them?
Try to find out who your potential customers are, what their behavior is and especially what interests them. In which profiles can you divide your potential customers?
Then look for the way they collect their information and try to provide them with the right information at the right moment in the right decision phase.
Everyone in the wine sector has an interesting story to tell, but look for a creative angle. Only in this way will your message arouse interest.
Go and talk to (potential) customers about their preferences or business problems, how you can help them, what can inspire them and how they can achieve more return. So decide how you can help this customer and do not elaborate on how good your own product is.
Do you want to know what inbound sales can mean for your wine company? Then contact Marc and set up an inspirational wine call.