I spent last night, a Friday, by myself in North Dallas. I ate dinner alone at 5pm so I could make it to a movie (Pitch Perfect, which was hilarious and awesome, so at least I had that). Afterwards, I went to bed at 9pm. The amount of travel I have been doing lately has really worn me out, and I’m just now past my half-way point. By the time Thanksgiving rolls around, I will have been in the car with at least 30 people and will have interacted with hundreds of customers and sales reps. I know it’s not an excuse (to the 5 people who actually read this), but I’ve been busy and tired and haven’t kept up with my blog (I also try not to write about people I currently work with, so even though I have had some whoppers in the last couple months, I have refrained from telling them out of respect to my colleagues).
SIDE NOTE: I actually hate when people constantly talk about how busy they are—you ask someone, “How’s it going?” and the canned response seems always to be, “SO BUSY!” To quote a recent article in the NYT, “Busyness serves as a kind of existential reassurance, a hedge against emptiness; obviously your life cannot possibly be silly or trivial or meaningless if you are so busy, completely booked, in demand every hour of the day.” (and for the record, when someone asks me how I am, my canned answer is “Living the dream…” which I probably should change up as well since the response is sounding a little tired).
In any case, traveling to tons of markets, interacting with so many people but telling the same stories about the same wines can get stale—not just for me, but for my colleagues. One of my biggest challenges has been to make the wines and the stories that go along with them interesting and fresh.
About a year ago, I was on a ride-with, at an account showing wines for the small, family winery I represent. During the pitch, I talked about a few of the wines as they were poured, including, at least to my mind, a wine of ours that has one of the greatest wine label stories in the business. We got to the next wine and the buyer suddenly had to get up to go help a customer. As he left, the rep turned to me and said, “So what’s the story with the crazy label?” I laughed at the joke—the one thing I hear about this label is that once you hear the story, you can’t forget it. The rep stared back at me blankly and confusedly said, “No, really! I want to know! What’s the story?”
I couldn’t believe it. I had just sat there for a good 10 minutes talking about the lineup, and to my knowledge, even though the rep had been present, had been tasting wine with me and the buyer, had not heard a single word I had said, including the incredible story of that label.
I felt utterly deflated. I mean, I am guilty of the glassy-eyed nod and stare (listening to people talk about sports, or my husband’s recounting of his myriad crossfit routines come to mind as two instances I pretty much immediately stop paying attention), but I thought I was telling a great story (guess I was wrong!), and I had wasted at least 10 minutes of breath only to be asked to repeat the entire thing. To the same person.
So, to make sure that same situation never happens again, there are three things I try to do whenever I make a sales call or ride around with a sales rep:
- Cut to the chase—a buyer is in his or her position because, ostensibly, they understand what kind of wine will work for their place of business. When you pour wine for them, don’t bother telling them how it tastes. Give them relevant information and keep your point simple and compelling. The number one complaint I hear from distributor sales reps is about the supplier who drags on forever with boring stories. Here’s a great article from the Harvard Business review about creating a compelling, simple message.
- Listen and ask questions—When you truly listen to someone – when you offer them your undivided attention (you put down your phone, stop texting and looking at Facebook), ask them questions and show that you’re tracking what they’re saying, shows that person respect and openness. People who feel respected and listened to will automatically want to hear what you have to say.
- Stop talking—if people are distracted, looking at their phone, or getting that glazed look in their eyes, stop talking and ask them a question. Clearly your communication isn’t landing and it’s time to try a new tack.
How do you make sure you’re heard?