Thanksgiving weekend is a great weekend for an open house, assuming of course that your part of the country is not in the midst of a mammoth snowstorm. Putting snow storms and similar cataclysmic weather conditions to one side, how do you make the most out of your open house? The answer is… advance planning.
• Set goals:
Create specific goals and objectives. How much wine do you want to sell – dollar amounts and number of cases? Which wines are in plentiful supply? Make selling a certain number of cases of these wines a goal. Put these goals in writing and distribute them to your staff. They need to have a clear vision of what you hope to accomplish. Work with staff to help them achieve these goals.
Set goals too for the number of attendees (aka guests) and who these attendees will be.
Are you looking to attract new people or inviting current customers only? You can always encourage current customers to bring friends with them.
• Have plenty of help
Figure out exactly how many people you need in each position, counting in stand-ins to fill in during breaks. Once you know the number of people you need, add three more. Enough staff members make guests feel well taken care of. This will pay of in the short-term in increased sales and in the long-term through fostering connection and loyalty.
Create job descriptions for each job. Distribute these to staff so they know what is expected of them. Create a position for a trouble-shooter – the go-to person in case of an emergency or minor mishap. Have someone on hand that knows CPR and basic first aid.
Most importantly, make it easy for guests to buy.
• Have more than one cash register
• Provide order forms that can be completed before the guests get to the cash register.
• If there is a line at the cash register, have someone talking to guests in line.
• Have a fulfillment area for purchases. Guests may take the order from (stamped paid).
A few basics:
• Promote your open house in every way you can.
• Join with other wineries and promote together.
• Include food as an element of the event.
• Make activities part of the festivities.
Make it a fun, profitable weekend that will reap rewards for years to come.
Salud! (To Your Health) – Spain