If you are in the wine business, everything you do is marketing. Every single thing you say or do is compelling people to buy something. They have to be convinced to release that mysterious liquid trapped under 1/8" of glass and cork and the only way to do it is to reassure them that it's worth it. So if we are so quick hang shelf talkers and dust bottles, why are we so slow to address the issue of business to business marketing.
If you are a distributor, you fall into one of 2 categories-You are either ignoring it, and if so, you may have a website, but it really is just some contact info, MAYBE a set of links to the wines you rep and maybe some sad intention for a blog from 2006. Your logo hasn't been updated in years, your social media is either non existent or sporadic at best. OR You have a fully functional and interactive website with a social media strategy, you have tech sheets, great photos, links to social media and something else original and interesting. There is no "in between".
Your web presence is the first place a new customer will look to see what you are all about. Your best chance for a strong second impression lies here. Your FIRST chance at a first impression, aside from the manner in which your salesperson walks in the door and what they say is your marketing. Did you run off a sheet of business cards on your printer to save money? Does your salesperson walk in with an inventory in excel and hand that off? Do you have the logos of every brand or wine label plastered all over your cover page of your price book? Who designed your logo?
Your third and continuing chance at making your customers confident through marketing lies in your attention to the other details-Do your sell sheets look great with a consistent font and spacing? Is everything spelled right? Do you know how to use the proper accents? é,è,ô,á? What's your email signature? Huge graphic logo? Any logo? Links to important things? Comic Sans? What do your event invite look like? What about the show booklets for when they arrive?
At the end of the day, you want your customer to be continually impressed by all of the details you are worrying about. The more professional and articulate you are about your business, the more authoritative you will seem about your products.