Hello Theresa:
During recent Illumination Hospitality Group workshops, participants have expressed an interest in discussing the topic of up selling in the tasting room.
Here are a few ideas re: up selling.
Note: I do have words of caution about up selling. Remember to build a rapport with the customer during your time with them. That way, once it comes to making the sale and then "up selling" they won't feel like you are trying to "sell" them. Remember, people love to buy but hate to be sold.
Situation: When customers are considering what wines to take home with them (or ship) remember what they've told you about how wine fits into their lifestyle. If you're dealing with a couple who drinks wine every night with dinner, they may choose your lower priced "every day" wine.
Here comes the up sell: Why not suggest a nicer (higher priced) wine for the weekend, when they have friends over or when they take more time to enjoy food and wine.
SPECIAL OCCASION; Mention your "special occasion" wine. Customers are always looking for the wine they can save for a birthday or anniversary. If you are sincere and mention the benefits of having this wine, the up sell is merely a way of saying, "…By the way, this is the perfect special occasion wine." Be enthusiastic about the qualities of the wine. Let your customers know their friends will appreciate their thoughtfulness when they give wine as a gift.
Non-wine Merchandise: Most wineries sell merchandise other than wine in the tasting room. Although your main job is to sell wine, if you have time, help them with other purchases as well. Once you observe what the customer's taste is and what merchandise he/she is drawn to, you can cross sell by suggesting items that would work well with what they've already selected.
If they choose wine glasses, don't forget the wine glass charms that go with them. If they choose linens, don't forget to show them the beautiful dessert plates. Depending on what kind of merchandise you have, there is always something you can suggest that will either make their life easier (wine glass scrubber, Wine Away) or add to their quality of life (something beautiful for their home or a gift for a friend).
And remember your food items. If your customer buys a bottle of wine to enjoy at your winery, mention the delicious cheese and crackers that are also available.
One final note: Tasting room hospitality sells wine! If you provide it, they will buy.
More tips next month!
Cheers,
Pam
Pamela Personette
Director of Hospitality Training
Illumination Hospitality Group
19449 Riverside Drive
Sonoma, CA 95476
(707) 935-9500
www.illuminationhospitality.com
pam@illuminationhospitality.com
Edited by Theresa (Fri Sep 05 2008 11:00 AM)
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