While writing my book “Increasing Sales in the Tasting Room” (working title) I came across and used an interesting quote from the Center for Sales Strategy:

“The message you convey in a sales conversation is 55% nonverbal communication and body language, 38% tone of voice, and only 7% in the words that you actually use.”

I found that very interesting and started thinking about how much winery hospitality staff could possibly increase their sales by being aware of their body language and tone of voice. When you think that those two things account for 93% of how our guests perceive us and the words (those long, sometimes confusing words) we use to describe wine and the making of wine account for a paltry 7%, it is astonishing. Only 7%!

It helps if we remember that human beings are very aware of body language. We have to be for our safety. Sometimes your customers get distracted. If you want to know if your customers are listening to you hear are a couple of tips:

•Customers who are listening will be looking at you, or at the information you are talking about. If they aren’t interested in what you are saying, they may be looking around or fiddling with their phone, etc. If you want to know if your customers are listening to you,  keep your eyes on what their eyes are looking at.

• Take a look at your customers' stance and facial expression. Are they standing in front of you with their arms crossed (not a positive sign) or is the look on their face one of boredom?

If you are seeing either of these things, it may be a good time to ask a couple of questions and let your guests do the talking for a while.

Remember all those words you are using only count for 7% of what your guests will remember. You might as well make that 7% count.

A tip of the glass from me to you!

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