Lately, I have been thinking a lot about how retail businesses sell, and how product-centric, rather than customer-centric, most businesses are. You should still be presenting your wines, beer or spirits but should do it in ways that focus on the needs, wants and expectations of the customer and how the products we are selling can make their lives just a little better.
When your customers first walks into your tasting room, hold off on starting the informational stream of facts about the product or even beginning the tasting right away. Instead, give them time to acclimate to new surrounding and begin a conversation with them. Asking questions is an important part of the sales process that is often overlooked.
It’s easier to lose the sale if you start with a sales pitch or a factual discussion about the product. You first need to engage the visitors’ emotions and learn what is important to them. By doing this you are also better able to evaluate whether or not the person standing in from of you is a good fit for your products. Remember, until you ask them, you don’t really know why they have come into the winery. You can assume that they are there to taste wine, but you don’t actually know that. So ask a few questions to find our why your visitors have opted to visit.
The key to sales is the connection you establish with the visitor. Visitors are very aware of when someone is trying to sell them, and most of the time they don’t like it. So, instead of working harder to try and make the sale, relax and try and to make a friend. After all, we trust our friends and ask them for their opinions when we are considering a purchase.
A tip of the glass from me to you!