Handling Objections and Tough Situations

“We’re just tasting,” is the most common objection tasting room professionals hear to trial close inquiries. The reason(s) for the objection may be many: Your guests may truly be only tasting to enjoy ambiance with no intention to sign up for clubs or make any purchases. But they may also be giving you their stock answer to keep you at a bit of a distance while they consider a purchase. Tourists may begin with an idea they can shop all the wineries they’re tasting at and return later to make purchases. They may not realize until later in the day that their purchase “plan” is unrealistic if their visits are spaced far apart geographically.

An easy response to “We’re just tasting” that you could offer may be: “Fantastic! Are you visiting several wineries today?” This information will make it easier to frame additional trial closes should the opportunity arise. Read on to learn how to handle these objections and complaints.

List the Objections You Expect or Hear

Handling guest objections is easiest when you’re prepared to respond to them and any other complaints or difficult questions they may pose. Prepare yourself by making a list of all anticipated objections and any you hear. You may even wish to sit down with the full tasting room staff to compile a master list of them and then discuss various responses to each one.

In my winery hospitality workshops, I ask the attendees to describe to me their least favorite questions, complaints and comments from their winery visitors. Once out in the open, I have everyone practice answers to them that satisfy both themselves and their guests. Preparing a calm, unrushed, well-thought-out answer in advance takes the awkwardness out of it for everyone involved.

Some common questions and objections that tasting room professionals get:

  • “Why is your wine so expensive?”
  • “Do you ever have qualms about selling alcohol?”
  • “I better not join the club today. . .buy wine today. . .because. . .”
  • “I’m not sure.”
  • “I don’t want to pay the shipping.”
  • “We already own too much wine.”
  • “We belong to too many wine clubs.”
  • “Your wine is too expensive.”
  • “We live too far away to come to your events.”
  • “This Cabernet just isn’t my style.”
  • “I’ve had so many different tastes today I can’t tell which is which.”
  • “I can’t get this home.”
  • “I never join wine clubs.”
  • “We have just started to visit wineries. Maybe later.”

In some cases, resistance by your guests is just a natural or even a habitual reaction when in a retail atmosphere. When approached in a store, after being greeted, customers often say, “No thank you, just looking.”  And then they might say, “Do you have this in red?” In fact, they are there to buy, but their first response is rejection!

How to Respond to Objections

To answer their rejections with a scripted response just pushes them away psychologically. No one likes a hard-sell––and I know that’s not your style. My recommendation is to walk in their shoes. Most objections can be dealt with in three steps:

Acknowledge the Objection

  • Express empathy
  • State your understanding of the problem
  • Offer a solution (which sometimes is another trial close and sometimes is acknowledgement you don’t have the solution. The difficulties of inter-state wine shipping can make some sales prohibitive.)

Here are a few examples of empathy, acknowledgment and understanding:

  • “Many people feel as you do.”
  • “I can see why you say that.“
  • “I hear that a lot these days.”
  • “I understand.”
  • “I agree with you.”

Express your understanding of their feelings, then as the tasting proceeds, encourage them to make notes on the tasting menu. At the end of the tasting if they still are not ready to buy, give them your card, or write your name and phone number on the menu, and tell them to feel free to call you at the end of the day. That is one solution to their objection to buying. Offer to have their wine choices all ready for them to pick up; and, your winery may also offer delivery to their hotel.

Click on any “ + “ to view the suggested reply to these objection.

Keep it conversational and non-confrontive by using lighthearted responses such as “I know exactly how you feel!” Take away the perceived negative about the price and by changing it to a powerful reason for purchasing that pricey wine. You can say, “I certainly do see where you are coming from. These are considered the best Cabernets made in this region and they are limited in production. You might want to consider them for that very special occasion you mentioned, and for when you want to bring back the memory of your visit!”

Try saying something like, “I know what you mean. A lot of avid wine lovers find themselves in several wine clubs before they know it! One solution is to rotate your club memberships, dropping out of an old one when you join a new one.”

Your courtesy, your attention to their objections, and your absence of pushiness all go a long way. It is your intention and your attitude that are remembered, not your selling tactics. You not only sold wine, you started a relationship. Who do you think they will recommend to their friends?

I’ve heard that some visitors call, after arriving home, to arrange for wine shipment and to express thanks to their host!

Grumbles and Complaints

Guests may be tired, cold, hot, uncomfortable, confused, frustrated or drunk (we’ll get to that later) when in your tasting room. Any or all of those conditions may lead to misunderstandings, diminished ability to understand, or poor behavior on their behalf. (Hopefully, none of your guests takes things as far as Miles did in “Sideways,” when he drank and poured a full dump bucket on himself in frustration and anger.)

Managing those grumbles and complaints can be challenging. Complaining guests within a group may incite others to express themselves negatively as well, escalating the situation. It’s your job to help diffuse tense situations and help resolve problems expressed by guests.

In fact, consider yourself a consultant who solves problems. You already know what people are likely to ask you and what they complain about, if they do complain. So, put on your consultant’s hat, rephrase or reiterate the comment or the question to show that you are taking it seriously, then give your best information or advice. Consultive selling is empathy backed by product knowledge.

Phrases and Responses to Manage Complaints

Remember you are selling, serving and educating. Never treat an objection or a complaint with contempt, no matter how silly or unreasonable it may seem. Use cushioning words like these:

  • “I understand that you could be concerned about . . .”
  • “I can see how you might think that.”
  • “In answer to your concerns about serving alcohol, we take great pride in promoting our wines as enhancements to food, and we always recommend moderate drinking.”
  • “You know, I often get that question.”
  • “I see your point of view.”
  • “I know exactly what you mean.”
  • “Thank you for letting us know.”

If you have no good answer to a complaint, just say, “I never thought about it that way before.” Or, offer to find out more and give the customer a call later. Sometimes, people just want to hear themselves complain and they don’t expect or need an answer or a solution. Assume a warm, open look and allow him or her to sound off until they have said it all (so they can save face).

Be gracious, apologize for any inconvenience, and when there is nothing else you can do, ask for their name and contact information, and promise to follow up (giving you a chance to talk to management). Then, just smile!

Your Worst Day: Handling Crises

An unhappy customer is no problem when you know what to say and do. First, find out about your management’s policies for dealing with difficult customers, and discuss various scenarios that might come up.

You cannot control anyone else’s behavior; you can only control your own responses. Always remain courteous and non-reactive. . . stay cool and calm. Never argue or tell someone they are wrong. Be gracious, no matter what!

Relax and Listen

Keeping in mind that 85% of our communication is nonverbal, use open facial and body language. Don’t cross your arms and frown. Keep your eyebrows up, and avoid saying, “You’ll have to . . .,“  which are words that provoke most people.

As if you’ve never heard the complaint before, listen attentively and do not interrupt. Call them by name, respectfully (“Susan, let’s see if we can work this out for you.”) Apologize for any inconvenience and avoid giving excuses or defending yourself or the winery. Think of yourself as a 911 operator: get the facts straight, promise a solution, and calm the customer. Use “us” and “we” instead of “you,” and say things such as:

  • “I’m sure we can make this right.”
  • “Why don’t I arrange for . . .”
  • “I’ll check and get right back to you.”
  • “I know we can solve this.”

Your bottom line is to maintain a good relationship with each and every visitor (no matter how crabby!), and to come across as friendly and accommodating to anyone who may be watching and listening. This is when you turn a negative situation into an opportunity to render creative customer service and get a lifelong, faithful customer.

A winery host that I know walked up to a guest in the gift shop and said to her, “May I show you that item?” to which she replied, “Would you just get out of my face!” His friendliness meter running on high, he said, “I know just how you feel. I hate to be hounded when I’m shopping, too. Please take your time and browse as long as you like.” What a pro!

Managing Inebriated Guests

On rare occasion, guests may over-indulge. This may occur at your winery or be the result of a long day of tasting at many wineries.

First, discuss your winery’s protocols for managing inebriated guests with your tasting room manager. Ensure you know exactly what steps they recommend taking and under which specific circumstances you should employ those steps.

Overindulgence with alcohol may have serious consequences. Ensure your winery has steps in place for managing these situations politely and safely, ensuring you follow all legal regulations.

Practice Managing Difficult Situations

At the beginning of this lesson, we recommended that you list out all potential objections and complaints that may arise. Then write out your responses to each and/or discuss them with other tasting room staff to incorporate fresh ideas.

As new situations arise with objections and complaints, make not of how you managed your responses.

  • What did you do?
  • How did it end?
  • What did you learn from that experience?
  • What would you do differently?

Your ability to handle difficult situations and guests well may result in additional sales when managed well. And some guests may even toss out objections just to find out how well you handle them even if they plan to make a purchase or sign up for the club. The better prepared you are to manage them, the greater number of sales you’re likely to make.

This article is part of the email Relationship Sales Success Series. It provides a step-by-step guide to improving wine sales and wine club sign ups. While it focuses upon techniques for those working winery tasting rooms, the principles of great sales skills can apply to any industry. Sign up for the series here.