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Connecting with Your Customers

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I go into a number of winery tasting rooms where it seems that the wine staff members are focused solely on telling customers about the wines: the different wines they make, how they are made, how many medals the wines have won, the winery itself, and the owners of the winery. There is very little time spent on asking the customers about themselves, their relationship to wine, what varietals they like, etc.

While it is important that you present the customers with information about the wines, it is much easier to sell wine if you ask the customers about types of wines they like, what their favorite wines are, if they enjoy sharing wine with friends and other questions that you can believe can make the relationship between the winery and these customers stronger.

In general, most people like to talk about themselves. Give your customers the time to do that if that is what they want to do. With some customers, you don’t have to talk about your wine or wine in general to encourage them to buy, if you let them tell you about their interest in and knowledge of wine they are likely to buy more.

Additionally, if your customers have a good knowledge of wine and tell you what they drink, ask them a few questions about other wines they have said they like and why they like them. When they tell you what they like you can tell them why your wines would be ones that they will enjoy.

Sometimes you can sell wine by allowing your customers to talk about whatever they want to talk about (very often it is about them) instead of overwhelming them with wine facts.

Try discovering what your customers want to talk about and follow their lead. Then tell them how much you have enjoyed the conversation. You may find that you are selling more wine by talking less.

A tip of the glass from me to you!


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