Mark Francis delivers weekly tips and success habits for salespeople everywhere and at any level.
Sales in 2025 isn’t just about closing deals—it’s about adding value, building trust, and positioning yourself as an expert. Customers today are more informed than ever, with endless choices at their fingertips. If you’re only focused on selling, you risk getting lost in the noise.
That’s why this episode in our Cut Through series is simple but powerful:
Educate, Don’t Just Sell
This week Mark has been working on the West Coast of the US, spending time with winemakers and producers. The wine industry, like many others, is facing a flat—or even slightly declining—market trend. Consumers aren’t buying as much wine as they used to, and for many salespeople, that sounds like a major challenge.
But here’s where education changes the conversation.
The Power of Market Insights
Mark prepares for his meeting by sourcing recent market data showing a key trend
While consumers may be drinking less wine overall, they’re willing to spend more per bottle.
This is a crucial insight for my customers. It means they don’t necessarily need to focus on selling more bottles—they need to focus on selling better bottles.
Instead of just pitching products, Mark help's them understand what this means for their business:
✅ Premiumisation – The market is shifting toward higher-end wines. If customers are willing to pay more, producers and retailers should lean into premium offerings.
✅ Strategic Pricing – Raising prices on select products to reflect their value can help businesses maintain or even grow revenue in a flat market.
✅ Smart Shelf Positioning – Featuring premium wines more prominently in-store or online can increase sales without increasing volume.
By sharing this insight, Mark is not just pushing a product—he's providing a solution. He's helping his customers adapt, pivot, and maximise opportunities in a changing market.
Why This Matters for All Salespeople
This approach isn’t just for the wine industry. No matter what sector you’re in, you have two choices:
1️⃣ Push for a quick sale and hope for the best.
2️⃣ Educate your customer and create long-term value.
The best salespeople are trusted advisors. They don’t just sell—they guide, inform, and position themselves as experts in their field. Customers don’t just buy from them; they rely on them.
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