There’s a time and a place for being humble and the tasting room is not usually it. The tasting room is the place to sell the wine. Showing visitors that we believe in our product, like our product and use our product.
Of course I don’t mean that you should be arrogant (which tasting room staff sometimes can be) or haughty. Friendliness is at the top of the list when dealing with visitors, especially first time visitors who may not know a lot about wine. But it’s really hard to sell something sincerely and in a way that visitors will believe you, if you don’t believe in the product and the company.
Showing your enthusiasm for the wine and letting your visitors know how the wine can make their life better is going to encourage them to buy. Use your own experience with the wines you sell to give visitors ideas about how they can incorporate the wines into their life, on a regular basis. I once bought three bottles of Pinot Noir at a winery that I was mystery shopping because the person who was serving me said he was going to take it to some friends when he went there for a holiday dinner.
Put visuals into your visitors minds about how wine fits into their lives and how they can impress their friends – people are very willing to spend money to impress their friends. Give them the opportunity to picture themselves throwing a fabulous dinner party with the wine you have sold them and the recipes you have given them.
Give visitors the opportunity to enjoy their lives more with your wine – and they will be customers forever.
A tip of the glass from me to you!