Wine making art in the tasting room

There is no secret in selling wine in a tasting room or wine tasting event; visitors are expected to purchase newly discovered wines to make life more enjoyable. Staff in the tasting room should understand that wine sales are not debate forums; everyone has different tastes and expectations. Visitors arrive with a preconceived notion, and they tend to find an emotionally infatuated wine. At this point, the staff in the tasting room can create an atmosphere called "the romance of wine".

How to create an effective atmosphere to encourage the purchase of wine? There are many factors in creating an atmosphere: settings, visual issues, lighting, sound, smell, temperature, employee interaction, marketing, and brand identity. There are many studies on psychology in terms of sales, including the type of background music, the atmosphere created by special lighting, and even the scent that stimulates the senses. All the elements that make up the tasting room, whether intentional or not, affect the positive tendencies of the product (wine).

As a narration. Suppose you buy a bottle of Napa Valley wine worth $40. You really like it and want to visit the winery in Northern California. You have already thought of your expectations for the tasting room experience in your mind. Based entirely on your experience with wine, logos (brands) and websites (marketing). If the visit to the winery is not as expected, you may not want to buy more wine from the winery. However, well-trained and motivated employees can overcome many of the deficiencies in settings, atmosphere, smell, and sound.

If the tasting room experience does not support branding and advertising information, there is a disconnect between the visitors and they are willing to integrate with the product. Without emotional connections, the sales function is almost futile. Sales are not a dirty word or a dark effort, it allows people to enjoy the experience, be told, make purchasing decisions intelligently, and sales make wine companies possible.

So what should the winery tasting room do to maximize or increase their sales chances and make visitors happy with the purchase? With wine, the tasting room/direct sales to consumers is to sell buzz and steak. Wine is purchased because it stimulates imagination and emotional appeal, meets needs/desires, and provides tangible benefits. Wine purchases (sales) are the joint efforts of human senses, allowing visitors to spend some time in the creation of winemakers. The sales staff at the tasting room are always on hand to provide you with the experience of the wines offered.

If a tasting room can succeed in their direct-to-consumer sales efforts, then the staff needs to be a moderator, consultant, educator, and understand that selling wine is to solve five sensory problems. (Daven Hiskey said in "I found it today" that there are really 9 senses.)

Ideally, marketing and branding bring direction to the expectations of visitors. In the tasting room, visitors have the opportunity to touch and feel the brand and products, and it is time to personally participate in the winery. This is the starting point and end point of the actual sales process.

Have experienced or conducted numerous sales seminars. There seems to be a standard blueprint for a sales meeting. The only difference may be the existence of some industry-specific nuances.

Specializing in the sales of tasting rooms, perhaps we can adjust the stubborn standard attributes of good sales practices and incorporate some current ideas.

Relative to the tasting room staff: (We assume that the personnel have a certain consistency, this is a problem.)

• Understand or at least understand the winemaking process from the vineyard to the tasting room.
• Be familiar with and read the wine blog at least often and get an idea of ​​their comments.
• The staff should not sound like they are squirting facts based on rote; making the comments sound like fresh ideas. For example, the Ritz-Carlton Hotel Group trains its staff to respond to guests in a welcoming manner and to always follow this standard. In their view, "do not fix it if it is not damaged."
• Attract visitors; before tasting wine, first understand how they should pass or the aroma and taste of the wine. Ask if they are interested in a distinctive wine. Always expect directly.
• Wine is never the cheapest or the most expensive - it can be budgeted or premiumd.
• If visitors seem to be struggling with what wine to buy, they are offered a "quality sample package" at multiple bottle discounts.
• Provide the visitor with a "private email" address for the service staff because: "I want to hear you like our wine after you go home".
• Try to get the visitor's name so they can communicate by name. Use the introductory process to get information about their favorite breeds or where they came from, how many wineries they visited that day. For example, people who taste a lot of wine in a compressed time frame will not be able to get a good tasting experience; this is a good understanding.
• People like to feel comfortable in the wine experience. Visitors will be willing to purchase wine when the purchase experience is comfortable, as they are guided by employees who understand the level of visitor experience. People never want to talk to them or understand any flaws in their wine experience.

Then, the standard attributes of a good sales attribute might include:

• Passionate about the product/wine, learn about the wine yourself and speak in your own words.
• Be a keen listener and don't interrupt visitors when they speak. View visitors to indicate that the server is interested.
• Understand customer choices.
• Sincerity has fostered trust in product selection and advice.
• Through actions and communication, customers feel that they are getting value.
• Welcome the buyer through a friendly smile and a personal warm welcome. If they don't buy, still want them and "cheers."
• Don't put pressure on customers, wine is an emotional/experienced sale, not just selling a set of tires in a day's sale. Persevere forever, never stress.

As a winemaker or winery owner, selling wine to a winery in a winery's tasting room may require a combination of skills that are not common at the senior management level; there may be passion, but the psychology of sales must be learned and developed through experience. For example, I know how a painter paints a paint on a canvas, but I am not a painter and I will not be a successful painter.

If you sell wine successfully, it is easy to go directly to the tasting room, and everyone will do it. Many people do not do this with a high degree of proficiency. Customers who buy wine may be long-term customers and winery life ambassadors because they have already voted with their dollars to show that their connection to the winery is emotional. The task now is to transform visitors/buyers into a wine club and communicate effectively with that customer. Personal communication is expensive and time consuming, but repeat sales can pay off.

"Sales are what we do for our visitors – not our visitors," Zig Ziglar said.

Cheers!

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