It’s nice to feel important. Think about the last time someone (a friend, family member or a business) made you feel important. What does that do to your mood in the moment or the way you feel for the rest of the day?
In order to make your visitors and customers important you have to get to know them.
In the case of first-time visitors, you start by observing as they walk through the door. First time visitors who may not be familiar with wine tasting may be more hesitant when they arrive. Being aware of that fact gives you a clue as to their level of comfort or discomfort. If visitors are hesitant, you can start by making them comfortable. There are many people who come into wineries, who have never been to a winery before. They may be unsure of how things work and what is expected from them. So reassure them that knowing about wine is not a prerequisite to having a good time. Ditch the insider lingo and speak in terms the visitors will understand while still giving them information that will make them more knowledgeable. Ask for their names and become their friend.
Conversely, you make regular customers feel important by greeting them by name, telling them you are glad to see them again and asking them how life is going for them. This lets them and (sometimes more importantly) others in the room know that they are well liked and appreciated.
It sounds easy, and it is, as long as you are focusing on your visitors needs, wants and desires, rather than launching directly into your regularly spiel about the products and winery.
Practice being aware of body language, questions asked and answers given. You will always gain more loyal customers and sell more when the focus is squarely on the customers and visitors. The primary goal is to make friends and to create connections.
After that the sales will follow. People who are engaged are more willing to buy.
A tip of the glass from me to you