Technically Selling… more lager styles to choose from

Lager ; is produced with bottom fermenting yeast, at colder fermentation temperatures; creating a crisper tasting product.

This reminds me of…

Technical Selling

Where relationship selling is talked about as an “art”, technical selling is more of a “science”.

Here the service from the salesperson has a deep foundation in what the specifics of their product will do for the client. They have a rock solid knowledge of their industry and how customers use their products.

If you didn’t see yourself in either the Dopplebock or Pilsner from A Chip off the Block article, perhaps you will like these tastes better:

Dunkle: Trusted Adviser

An old friend of Bavaria, Munich Dunkels are smooth, rich and complex, but without being heady or heavy. They boast brilliant ruby hues from the large amounts of Munich malts used, and these malts also lend a fuller-bodied beer. The decoction brewing process also lends much depth and richness. Bitterness is often moderate, with just enough to balance out any sweetness. Hop varieties used tend to be of the German noble varieties, like: Tetnang and Hallertau.

If a prospect has a complex situation and they are looking for someone to create a straight forward solution, you’ll find a Dunkle salesperson there to help.

The depth of their knowledge on product, process, and service allow the Dunkle to create the perfect proposal. Then the Dunkle will use a good balance of anticipated results and detail to make it easy for the prospect to visualize themselves using what is being recommended.

Common/Steam: The Innovator

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The California Common, or Steam Beer, is a unique 100% American style lager. It’s usually brewed with a special strain of lager yeast that works better at warmer temperatures. This method dates back to the late 1800’s in California when refrigeration was a great luxury. The brewers back then had to improvise to cool the beer down, so shallow fermenters were used. So in a way the lager yeast was trained to ferment quicker at warmer temperatures. Today’s examples are light amber to tawny in color, medium bodied with a malty character. Mildly fruity with an assertive hop bitterness.

The sales phenomena that is the Steam Beer, has to give a nod to Anchor Brewing Co who trademarked the term “Steam Beer” and as such all other beers must be legally referred to as “California Common”. The Steam salesperson does exactly the same thing – differentiating themselves in the market place by being the first to market with new technology and ideas.

Even better many Steam salespeople takes concepts and ideas that already exist and mold them into creative new solutions for their customers.

Marzen: Technical Associate

Before refrigeration, it was nearly impossible to brew beer in the summer due to the hot weather and bacterial infections. Brewing ended with the coming of spring, and began again in the fall. Most were brewed in March (Märzen). These brews were kept in cold storage over the spring and summer months, or brewed at a higher gravity, so they’d keep. Märzenbier is full-bodied, rich, toasty, typically dark copper in color with a medium to high alcohol content.

Märzen salespeople are distinguished by their ability to take an existing situation and make it a great choice for their prospects. They may not have bleeding edge technology or the top of the line service ~ instead they find people who’s problems are solve by what they have to offer.

Fitting perfectly into their customer’s environment – easy, seamlessly, and effortlessly (from the customer’s perspective that is). The salesperson who knows to brew sales in March instead of July to avoid customer dissatisfaction is why the Märzen‘s customers are loyal.

Schwarzbier: Comprehensive Authority

Schwarzbier (“shvahrts-beer”), is simply German for black beer. It doesn’t mean that it’s necessarily heavy or light in body, although they tend to lean towards light. Unlike other dark colored beer they are NOT heavy – rather they are very refreshing and soul lifting beers. Perfect when you’re looking for a lighter beer, but one with depth of colour and taste.

When turning outside of their organizations to understand all the options most people loot to the Schwarzbier salesperson. Their ability to weigh out all of the potential options along with the positive and negatives of each is refreshing.

The depth of the Schwarzbier‘s knowledge amazes people because it isn’t heavy and difficult to talk with them, instead the prospect finds themself feeling better – that there is a solution to the problem, and the Schwarzbier will make sure all the details are there to make an informed decision.

Technically Selling… more lager styles to choose from

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