Sid Patel, CEO of USA Wine, Beer and Spirits Ratings, Beverage Trade Network chats with Jason Steffens on what an effective sales process looks like.

In today's business world, selling is no longer just about presenting a product or service. Rather, it is about creating a story that captures customers' hearts and minds, and nothing does that better than a compelling profit story. 

Steffens is a Training Manager for Deutsch Family Wine and Spirits who works with state and regional leadership and their distributors across the eastern United States. With a decade of restaurant ownership experience in central Illinois and 18 years of holding significant management and sales roles in the Alcoholic Beverage Industry's distributor and supplier sides, Jason possesses the expertise to establish successful sales teams by implementing efficient onboarding procedures, improving capabilities, and many more. 

At the beginning of his talk, Steffens highlights that it is important for suppliers to have a solid understanding of their business. This entails understanding the margin and markups, as well as identifying the targeted margin of accounts, allowing your brand to apply this knowledge to your product and discuss the profitability.

A must listen if you are a winery, distillery or brewery. Here's how he breaks it down on where you need to focus:

1) Brand capabilities.

2) Sales capabilities.

3) Leadership capabilities.

Jason will be speaking at the upcoming International Bulk Wine & Spirits Show this July 25-26 in San Francisco. Feel free to set meetings with him after the talk and he will be happy to share his insights on sales and sales training.