Our Articles
Covering topics from public speaking and presentation skills to sales skills and winery hospitality.
Relationship Sales Success: Selling Wine on Busy Weekends, During Special Events, and with Big Groups
Selling Wine on Busy Weekends Making wine sales during busy periods and special events can be more challenging than during your regular tasting experiences and appointments: Guests may be less patient for responses. You may have limited or no access to POS systems to easily ring up sales. And your attention may be split in ten directions simultaneously! [...]
Executives Battle Fear of Public Speaking
Advice for Beating Presentation Phobia As the CEO of a major financial institution, he was called on daily to make decisions that moved millions of dollars. The man at the podium had just introduced him, and hundreds of expectant faces turned toward him. But the executive was frozen with fear, unable to deliver the talk that [...]
Relationship Sales Success: Handling Objections and Tough Situations
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 [...]
Relationship Sales Success: Use Your Personality for a Great First Impression
Use Your Personality for a Great First Impression It’s showtime, baby! You are on stage. When someone comes through that door, look up, smile, and say something like, “Come on in!” Or, just say, “Welcome!” Then reach out to shake their hands, tell them your name and ask for theirs. The first impression that you make to arriving [...]
Relationship Sales Success: Telling Stories to Sell More Wine
Romancing the Grape, Stories and Words that Sell, Evoke and Enhance We're all hardwired to remember stories, particularly simple, well-told ones. On the other hand, when was the last time you remembered the details about a wine "with 30% malolactic fermentation, 3 daily punchdowns, aged in 50% new French oak barrels, unfined and unfiltered"? Huh? Those words may mean [...]
Relationship Sales Success: Follow Up Fabulous
Follow Up Makes You Fabulous You’ve closed the sale. Your guests had a great time visiting. Think you’re done? Your job isn’t finished yet! To ensure your guests think you’re the most fabulous host and/or winery in the world, employ a touch of follow up to reinforce the sale. After the Sale Once the purchase has been made, [...]
Relationship Sales Success: Facts, Benefits and Bridges
Wine Facts, Benefits and the Bridges Between Them People don’t buy wine because it was aged in barrels for 24 months; they buy because it tastes exceptionally smooth to them. People don’t buy wine because it’s a blend of 50% cabernet sauvignon, 20% cabernet franc, 18% merlot, 6% petite Verdot and 6% Viognier; they buy because the unique [...]
Relationships Sales Success: Buying Signals and Closing the Sale
Recognizing Guest Buying Signals A buying signal is something a guest says or does which may indicate they are inclined to purchase. In a winery tasting room, it may be as obvious as a guest picking up a bottle or two from your display to take to the cash register. But not all tasting rooms have point-of-sale (POS) [...]
Relationship Sales Success: Selling a Wine Club Membership
Selling Wine Club Memberships The majority of wineries now focus their business model on growing their direct-to-consumer (DTC) business. At the core of that strategy is converting winery visitors to club members, where they will receive extra care, focus and attention, to retain as loyal customers. Selling wine club memberships, in addition to on-the-spot wine purchases, may be [...]
