Just in time for team training in advance of the 2019 high season of winery visits comes the release of a new guidebook, Romancing the Grape: Relationship Selling for Hospitality Professionals.
Written by one of the wine industry’s most acclaimed coaches and trainers, Lynda R. Paulson, this is the only book devoted entirely to winery tasting room sales. In a vibrant, fun-to-read style packed with real-life examples and interactive exercises, the author presents her extensive experience and expertise gained from working with hundreds of wineries on DTC wine sales.
As Christina Frakes, Hospitality Manager at St. Francis Winery, said, “Romancing the Grape is a go-to book for our employees, reminding them of our unique and exciting job of selling wine. This book should be in every tasting room!”
From first impressions to representing the brand, body language to storytelling and handling big groups and difficult guests, every situation in a tasting room is addressed in Romancing the Grape. One chapter is devoted to buying signals and sales “closers,” while other chapters are all about wine club sales, special events, and phone sales, among other common situations where relationship selling makes all the difference.
Paulson said, “This handbook of tips, exercises and suggestions will enhance your communication skills so that your guests will never forget their visit to your winery, and they won’t leave the tasting room without purchasing wine! This is a new way to make wine sales, called “relationship selling.”
About the author: Lynda R. Paulson is the author of The Executive Persuader: How to Be a Powerful Speaker, and the founder of Success Strategies, Inc. A public speaking coach, she is also famous throughout wine world for her “Winery Hospitality and Relationship Sales Training” workshops. http://successstrategiesinc.com/books/
