Most of the wineries I know would like to increase their sales, though many of them are not sure how to go about it. Selling is not hard, it just takes some practice and an understanding of the basics.
Occasionally (very occasionally) someone comes in specifically to buy because they have seen something or the product has been recommended to them. Those people are not numerous enough to push through all your stock. You will have to take the rest of your customers through the four phases of the sale.
Opening
Introduce yourself to the guests before begining the interaction. Follow the introduction with a few questions about what brought the guests to the winery, the weather, how they like the area. Be sure to give the guests time to answer. This portion of the interaction should not last too long.
Information Gathering
Before you give guests the tasting sheet or start pouring, discover some things that are important to the guests about wine. Ask what wines they drink at home, if they enjoy a glass of wine with dinner, etc. It is important to let them know that you are first interested in them, rather than what they will buy. Additionally asking questions about why they chose to visit gives the server the information needed to direct the conversation and the experience
Sell Benefits
How does buying and drinking the wine benefit the guests? Show the guests how their lives will be better or more interesting by drinking your wine. Offer a solution to a problem (for example, they want a wine they can drink regularly). As you are doing this, ask the guests if they have any particular points of concern or questions they would like to ask.
Close the Sale
Ask a few closing questions that will elicit yes answers based on information you already have elicited, “You prefer white wines, is that correct?” “I believe you said you enjoy dry wines?” “When you were tasting you preferred the Frontenac.” Then summarize the benefits, “You will always be comfortable serving this wine to guests.” “We have a special price on the Chardonnay right now.” (Do not use the word discount – saying special price makes it more…well, special) “How many bottles would you like?”
Selling is simple if you focus on the guest. There are some buyers who want to know all the facts, but they are few and far between. Give guests information they can pass along to their friends about when they get home.
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
