WineCellarSeller™
offers a comprehensive program designed to enhance your sales results from in-store sampling, including
personal brand representation, reporting, invoicing and training your Brand Ambassadors.
Using our tailored app simplifies reporting, making it easier to track and analyze your sampling efforts.
And, with over 20 years of experience with sales training, and a former certified, licensed sales trainer for Action Selling, Michael can add value to the brand ambassador team with specific and time tested systems for improving the results of your representatives.
Let Michael help you elevate your brand and drive sales like never before.
Michael's Successful System for Demos
Scheduling the Demo
After we talk and agreement is reached, Michael will need the details of your demo: day/date/time, store name, address and store number, as well as which adult beverages are to be sampled, so that a demo can be properly executed.
It is the client's responsibility to schedule the demo and assure the proper amount of beverages are in stock.
Once scheduled, Michael will call the respective store three (3) days prior to the demo to introduce himself, confirm the date/day/time and beverages to be poured.
This gives the store proper advance notice to order wine if the inventory is not sufficient.
This is the first step towards a successful demo.
Day of the Demo
Michael is fully prepared for a successful demo, equipped with all necessary materials including a table, black tablecloth, wine key, ice bucket, cups, and a small trash can with liners.
Always dressed in a long-sleeved collared shirt and dress jeans or slacks, he makes it a point to check in and introduce himself to the staff on duty.
Michael also prepares a "sales sheet" that provides customers with essential information about the wines, such as appellation, varietals, flavors, and food pairings.
His engaging storytelling approach helps customers connect with each wine's unique narrative, making the experience memorable and encouraging them to place an order after sampling.
Reporting Demo Activities
Michael efficiently inputs all relevant data from the demo into his proprietary app, PourProTM.
Michael keeps track in real time during the demo jotting down all the samples and sales as well as information relative to the demo, like # of competing demos, weather, store traffic, demo location within the store and any pertinent comments.
When the demo is completed, Michael inputs this raw data into his proprietary app, PourProtm, and this includes check-in/check-out times, number of samples provided, bottles sold, retail prices, receipts and display pictures, bottles sold by hour of demo, and conversion percentages as well as the relative information mentioned above.
Once the data is entered, PourProtm generates an invoice that can be instantly emailed or texted to the client for prompt payment processing.
Payments are expected "net upon receipt" and can be made via Zelle, PayPal, ACH deposits, sorry, no checks.
Michael's Sales Results
The single most important statistic in measuring success with in-store samplie is this: "conversion percentage". It doesn't matter how many samples one hands out. It doesn't matter how many demos one does. What matters is how many bottles can one move off the table?
The "conversion percentage"is simply the total number of bottles sold divided by the total number of samples that were handed out.
If you are data driven, you know exactly what your company average for "conversion" is.
If you don't, how do you measure your success?
After a long successful career in corporate sales and sales management, Michael returns to the habit of self measuring success by keeping an updated Excel sheet with multiple pivot tables to analyze the results of his demos.
Below is a snipped from the spreadsheet to document production.
Michael consistently averages above 44% conversion of samples to sales.
This data driven approach helps both Michael and the client to analyze store production, wine production, price points, and days of the week.
Testimonials
"Michael worked for me as a Brand Ambassador while I was President of Winetasters Choice. He has fantastic selling skills and contributed much more to the company than just being a Brand Ambassador. I highly recommend Michael"...Curt Sassak
"When it comes to wine, Michael loves learning about the 'why' behind the product, as he dives deeply into the story of the brand, its history, and of course, the juice itself.
Seeing Michael perform in both retail and at in-home and private settings, I would happily endorse him to be considered for your next event, as he is a genius at whisking away his customers and taking them on a journey to where the wine is grown, harvested, and created.
Be a part of this journey and schedule a tasting with Michael today!"...Nadine Maruszczak U.S. Sales & Marketing Manager Babylonstoren
Why Sales Training?
Enhance your brand with tailored Sales Training for Brand Ambassadors.
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Boost wine sales
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Elevate your instore reputation
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Drive your revenue growth
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Improve client retention and loyalty through effective sales training.
Why Michael?
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Seasoned and successful sales trainer
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Years of experience in sales training both classroom and individual
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Proven success with off premise sampling
Cost Effective Training
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How to engage in store customers
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How to effectively describe your beverages
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How to close more sales
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How to use data to improve sales
All details available via phone conversation
Michael's Corporate Experience
CSC Serviceworks; 1987 - 2018
National Vice President Sales Training
Jan 2013 –Jan 2018
Responsible for all interviewing, onboarding, and talent development of 90+ sales force; including selling skills, MS Office, Salesforce.com.
Results:
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Improved process for interviews, reducing bad hires and improving tenure
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Institutionalized hiring process as well as review process.
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Reduced ramp up time resulting in more productive sales reps.
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Developed and instituted selling process, trained sales reps in class room settings and in-field.
Vice President – Academic Team
Jan 2006–Jan 2013
Managed a sales team of 8-9 sales reps with multiple locations covering 42 states and responsible for over $45MM in revenue; managed a capital budget of $9.5 Million; day to day management responsibilities including hiring, coaching, mentoring, and separating out underperformers.
Results:
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Academic team produce net positive machine growth in 6 of 7 years.
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Increased net income per machine overall as well as IRR.