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The sales force turnover neared 100 percent a year.
The growth and success can be due to two broad factors.
1. They produce wine of consistently high quality at relatively low prices.
2. They use a push strategy which is considered to be the most aggressive and innovative in the Industry.
The winery had experienced numerous changes due to Carl Roman, who has a passion for detail and success. Carl Roman had introduced different organizational divisions. Along with this the winery bought out the San Francisco distributor which increased the number of sales reps from 15 up to 50 to call on chain stores...
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