How many stories do you have to tell visitors and customers? Is everyone saying the same thing, or do different people in the business have different stories to tell about the business?
When you can tell a personal story about who you work for, where you work, or why the company you work for is special, it goes a long way to connecting visitors and customers with the company. Think about what stories are special to you, or something that happened to you while you were at work that will make someone laugh or give them a warm feeling. Do you have a great story about your boss, which shows them in a positive light? Or if you’re the boss do you have a great story about one of your employees?
Even though it has been some years ago, I still remember a story that a hospitality employee told me about how the people she worked for supported her through a time of personal crisis. It made a strong impression on me and led to me buying more wine than I would normally have. If I am in the area, I will always stop at the winery to taste the wine and engage with the staff.
Also telling a story of something that went wrong at the winery, makes your winery and the people in it more human. If it’s a story that your visitors or customers find amusing and engaging there is a more than average chance that they will tell the story themselves to their friends and to others.
In addition to telling visitors and customers your story, it’s important that you take the time to hear their stories as well. Give them time to chat with you about their stories around wine in general or your wines in particular. Create the bonds that will bring people back again and again.