Qualitative Research Shows Major Missed Opportunities in Sales, Brand Awareness, Revenue
September 7th – TEMPLETON, CA – New research released by Amanda Wittstrom Higgins of Full Cup Solutions today reveals some of the main missed opportunities made in tasting rooms that too often leave potential revenue on the table for wineries. In a qualitative research sampling of nearly a dozen wineries over the course of the last 45 days she discovered very common and consistent mishaps and is releasing “Seven Essential Tips for Staff Training in Winery Tasting Rooms” for easy improvements.
“It’s no secret that staffing in winery tasting rooms is extremely difficult. Either there isn’t enough staff or management does not have time to train new people. The most basic processes can fall through the cracks when these wineries are spread too thin,” Higgins explained. “We all know COVID has made this situation worse, causing staffing shortages across our industry, but we are at a point where too many wineries are actively leaving money on the table and some simple tips should help them.”
In the qualitative research and observing the actions and behaviors of tasting room staff at ten wineries in the Central Coast, Full Cup Solutions identified the following issues: lack of enthusiasm, very few collateral materials, little to no prep on guests, lack of a succinct winery story telling and failure to deliver on the sale, among other things.
In following up on that research, Higgins released the following seven quick training tips for companies and hospitality staff who want to win in the tasting room environment:
- SMILE: When you get dressed and ready in the morning, the most important thing to put on is a smile.
- SET THE TABLE WITH COLLATERAL: Use the nonverbal selling tools, most importantly a company and wine club brochure.
- RESEARCH: Do your research! Almost every producer has access to customer retail management. Do your research before you host anyone.
- ONE-MINUTE PITCH: Make sure you can do a one-minute elevator speech on your company. Don’t get tripped up on every single detail about the origin of the company.
- TASTING NOTES: Have tasting notes available, if needed carry them with you tableside. Have the ability to speak thoughtfully about each wine.
- INVITE THEM: Invite them to join your wine club and email list. A simple invitation goes a long way.
- ASK FOR THE SALE: Never let anyone leave without asking what they would like to take home with them.
“Small to medium size wineries are often stretched extremely thin. This is true, especially as we enter harvest and are coming off of a busy summer schedule and they prepare for the holidays. Basic training is a critical step for every tasting room staff that too often gets overlooked,” she continued. “It just takes a training session and materials that are standardized for wineries which takes much of the work out of the process.”
Full Cup Solutions is a full-service consulting firm owned and operated for the agriculture and beverage industries whose businesses are seeking innovative strategy, long-term success and greater accountability run by Amanda Wittstrom Higgins. Tapping a deep knowledge of sectors including marketing, sales, operations and employee development, as well as an insight on what motivates and attracts consumers and employees of all ages, the business is propelled by Amanda’s own core principles of crafting products with soul, enacting industry change, creating opportunity for others and honoring and understanding of the agricultural world.
