Creating an emotional connection with visitors as individuals not just as possible wine buyers will not only encourage them to buy wine on their first visit, it will encourage them to buy your wines every time they visit the winery and in-between visits, if they live in a state you may ship to. They may also bring friends or tell them about the great winery they found. These guests (now good customers) will buy wine because they like the wine and more importantly because they made a friend while they were at the winery the first time.
As your guests come into the winery, take note of their body language. Do they seem confident walking into the winery, or do they seem out of their element?
- Don’t assume that they know or don’t about wine. Instead, take the time to ask them about their relationship with wine.
- Do they enjoy a glass of wine at home in the evening?
- Is wine a regular part of their meal?
- Do they have a favorite wine? (a specific winery that they like or varietal.)
- What part (if any) does wine play in their lives?
These are just some of the questions that you could ask. Of course, there are many more… make a list so you can vary the questions you ask your guests. You do not want to be asking the same questions to every guest, especially when their time in the tasting room overlaps.
Your goal is to make guests feel comfortable and special. Uncomfortable people are less likely to buy wine or will certainly not buy as much. They may buy a token bottle of wine and quickly leave. If they feel more comfortable and feel as if they have made a friend, they could take home a half case or a case.
A tip of the glass from me to you!
