2013 is going to be an exceptional year. I can feel it and am very much looking forward to it.
January is a good time to create your plan for the 2013 season. While things might be a little quiet in the tasting room at present, they will not stay that way, so set the P.A.C.E. now for your direct-to-consumer interactions through the tasting room, website, email, advertising and all the other ways you stay in contact with your customers.
P.A.C.E. is an acronym I put together that stands for Procedures, Atmosphere, Customers and Experience, the areas you need to focus on to have a successful year.
Procedures: Are all your procedures and processes in place and in writing? Your staff (old and new) needs to know what is expected of them in all aspects of their jobs. Make it easy on them and it will be easier for them to meet your expectation and goals.
Atmosphere: Create with your employees an atmosphere to encourage connection, sales and repeat visits. It’s a great topic for a hospitality staff meeting.
Customers: Make 2013 the year you excel at customer relations. Enhance your efforts to engage visitors and customers by paying more attention to them and their needs. Work with your staff to focus on what is most important and what works well.
Experience: The word Experience is bandied about a lot in the wine business, though I still find that the Experience in a lot of wineries is at best mediocre, so be more specific about the type of Experience you want to provide for guests. Use more E words, upgrade the Enthusiasm and Engagement to intensify the Experience you are providing.
Happy New Year!
It’s going to be marvelous.
A tip of the glass from me to you!