Case Study: Berkmann Wine Cellars
Recently, Lucrum House partnered with Berkmann Wine Cellars, one of the UK’s largest family-owned wine distributors, to deliver a tailored two-day masterclass focused on empowering their sales team with a structured, client-centred approach to sales.
Our Client
Berkmann Wine Cellars supply the country’s restaurants and retailers with an unbeatable range, from household names like Duboeuf and Antinori to the most recherché small producers.
As a family-owned company with roots in the restaurant trade, their goal remains the same as it always has been: to supply wines of outstanding character and typicity that are made to be drunk with food.
Their vision is to develop our business and their range without compromising these values, and they choose to work with suppliers who share this philosophy, most of which are family-run themselves.
Client Needs and Challenges
Berkmann Wine Cellars sought a comprehensive sales training program to address the needs of both new salespeople and seasoned professionals within their team.
The main challenge was transitioning their team from traditional sales tactics to a more consultative, customer-driven approach.
Berkmann wanted their sales team to connect deeply with client motivations, build rapport through understanding, and enhance their overall ability to foster long-term client relationships.
Our Solution
Lucrum House proposed a two-day Selling with EASE business development masterclass designed to equip Berkmann’s sales team with a robust, four-step sales framework:
- Earn the Right: Establishing credibility and building trust at the outset of every client interaction.
- Ask the Appropriate Questions: Using strategic questioning and listening techniques to uncover the real needs of clients.
- Solve the Problem: Engaging in consultative problem-solving to present tailored solutions that provide genuine value.
- Execute the Solution: Ensuring follow-through and building the foundation for long-lasting client relationships.
This training was designed to be as effective for new team members as it was for experienced sales professionals needing a refresher and deeper insights into strategic sales. The sessions included practical exercises and actionable tools that the team could immediately apply to their daily work.
4. Implementation and Delivery
Chris Murray personally led the masterclass for Berkmann’s team, delivering a highly engaging, practical program that covered both foundational and advanced sales techniques.
Day one introduced participants to the Selling with EASE framework, explored different buyer types, and emphasised the importance of shifting from a “selling at” approach to a “helping buy from” approach.
Day two focused on overcoming objections, strategic prospecting, and closing techniques that aligned with Berkmann’s relationship-oriented sales culture.
Through interactive workshops and exercises, Berkmann’s sales team gained hands-on experience in handling objections, building sales pipelines, and crafting effective sales pitches, among other essential skills.
Client Feedback
Feedback from Berkmann Wine Cellars was overwhelmingly positive.
Team members praised Chris for his ability to translate complex strategies into simple, practical approaches that transformed their sales perspective.
- Svetoslav Manolev, Regional Sales Manager: “Chris’s ability to translate vast knowledge and experience into simple, understandable strategies has transformed my approach to sales and prospecting. I would highly recommend Chris to anyone looking to enhance their sales skills with practical, impactful guidance.”
- Yann Lucas, Sales Account Manager: “The course was brilliant, with plenty of tools and info that I will for sure put into practice. Thanks for everything, Chris! Very good – I’m still reading the book.”
- Natasha Pilling, Account Manager: “Really interesting, a great approach to sales.”
- Ken Marshall, Sales Account Manager: “How to step away and view objectives was very helpful. Engaging and energetic – ensured we all kept up.”
Results and Outcomes
Berkmann Wine Cellars saw immediate benefits from the training.
The team’s newfound skills in consultative selling and strategic questioning translated into more value-driven client conversations and increased confidence in handling objections.
Additionally, the Selling with EASE framework provided a unified approach that helped Berkmann’s sales team streamline their processes and maximize productivity.
Notable outcomes included:
- Enhanced ability to connect with clients’ real needs, improving client satisfaction and trust.
- Greater confidence in objection handling and consultative selling.
- A strategic framework that Berkmann’s team could apply to different clients and sales situations, boosting both new account development and existing client retention.
Conclusion
Through the Selling with EASE masterclass, Lucrum House enabled Berkmann Wine Cellars to achieve their training objectives, equipping their team with actionable strategies and tools for sustainable success in sales.
The partnership between Lucrum House and Berkmann Wine Cellars highlights the value of tailored, high-impact sales training and the ongoing benefits of a consultative, client-first approach.
Chris Murray and Lucrum House look forward to supporting Berkmann Wine Cellars in their continued growth and success.
