It is coming into the busy season for the wine business.  As the weather improves, wine lovers begin to get out and about to find new wines they like and will buy.

Before it gets too busy, sit down with your company’s tasting room staff and others who deal with the customers and ask them how they sell your wine.

Who is your target audience?

Ask your tasting room staff to describe their customers in broad terms.    

• What type of people is likely to buy your wines generally? 
• Are your sales staff asking the customers about their wants and needs?
• Do they give the customers a chance to talk about their wine preferences?
• Are they listening to what the customers are saying rather than thinking about the next thing they are going to say?
• Do the customers feel welcome at the winery? And leave with the feeling that they are part of the winery family?
• Are customers being asked for their contact information? If not they should be.
• Do the tasting room staff ask visitors for their contact information?

It is particularly important to make your guests who do not regularly drink wine comfortable with wine. Give them the information they need to explain to their friends why they chose to buy wine from you:

• Buying is not just about how much they like the wine. If they like the people they interact with at the winery, they are much more likely to buy the wine.
• Most wine is not inexpensive these days; your guests are much more likely to continue to buy your wine if they have a good experience at the winery and leave with a few bottles or a case.
• Make sure you can contact your guests again.  You want to continue your relationship with them, so make them feel special and liked.

A tip of the glass from me to you!