Teamwork Turns out, there is an “I” in Team after all… In our WISE Academy Tasting Room Professional class, one of the exercises we do is to have attendees list all the roles they play in their tasting room jobs besides server/host.  The ones we hear most frequently are educator, storyteller, and concierge, followed by bouncer, therapist, babysitter, and dishwasher.  What we usually DON’T hear is team member.  This is a critical role that we play every day and yet we don’t give it much thought.  It’s what we each bring to the job – the “I” we bring to… Read more »

Qualified Traffic

Driving “Qualified” Traffic When we think about increasing our tasting room sales, we often think about increasing the number of individuals coming through our winery doors. But does more traffic equal more sales? Surprisingly, more traffic can actually decrease sales – if we are not properly staffed and / or if they not the right kind of visitors. So how do we actually ensure qualified visitor traffic? Visitor qualification is actually a process.  It means earmarking those visitors with a propensity to buy, buy again, and become loyal ambassadors for the winery. It also earmarks visitors who will likely be… Read more »

Fish Where The Fish Are

Fish Where the Fish Are Increasing traffic to our tasting room is a goal we all share.  Sure, we know that we can drive in lots of bodies by offering 2 for 1 tasting coupons and other similar promotions, but driving in just anybody is not ideal: We want qualified guests who will love our wines and our story, those who will become long-time customers and ambassadors for our brands. One way we can do this is by building relationships with key gatekeepers and creating outreach programs to court appropriate partners in order to get great referrals. Developing proactive, more… Read more »

Fear Greater Than Death:

Most people are more afraid of public speaking than they are of death. Get over it with our upcoming WISE #220 Public Speaking Mastery. To register now, call us!

ROI of Training

The ROI of Training We have learned from our seven years of teaching WISE Academy courses that training tasting room staff members pays off in big ways.  It changes their behavior and moves the needle on our key metrics in the Tasting Room to increase sales, customer loyalty and profit. In our Tasting Room Professional course, we teach our attendees about how to build rapport with their guests, and ask the questions that help them serve their customers better by filling their needs.  We know from our clients that they have seen dramatic improvements in their key conversion rates –… Read more »

Top New Year’s Resolution for DTC Success in 2018: Go Granular

Top New Year’s Resolution for DTC Success in 2018: Go Granular Ready or not, here comes 2018! With a brand-spanking new year ahead of us, let’s see how we can raise the bar on our own performance, and execute on some new, actionable initiatives we didn’t get around to in 2017. If we have been paying attention to the data on our dashboards, it’s time to take a deeper dive by going granular. Tasting Room Data – Capture By Experience How many guest different experiences do we offer? Are they all working as we had intended? Many of us have… Read more »

Urgent vs Important

Urgent versus Important It’s a typical busy morning.  You arrive at your winery to find that the dishwasher is broken, you have a large group arriving at 11am, and the key team member you had scheduled to host them just called in sick.  Budgets are due in two weeks and you had been planning to spend the day working on them.  Do you now need to put this important work on the back burner? Make it this year’s resolution to focus on the important things. In the 1960s, Charles Hummel published a little booklet called Tyranny of the Urgent, and… Read more »

Tell Me a Story

Tell Me a Story When we were young, one of the first things we asked our parents was ‘Tell me a story.’  After all these years, that hasn’t changed and we all are still entertained by great stories.  Harnessing the power of a story to make guests fall in love with your brand is a WISE trait of successful tasting room employees. There is a legendary story about a wine called Black Chicken. It’s a great story about the owner of Biale winery, Aldo Biale. During the 1950s and early 1960s, Aldo’s family grew fruits and vegetables and sold and… Read more »

One Fish Two Fish

One Fish. Two Fish. Green Fish. We can’t help but be constantly reminded that we aren’t the only winery in our region. We simply cannot get away from each other, but that’s actually a good thing.  We don’t go to a mall because they have one good store, we go for the selection of many good stores. So as an industry, we’re stronger and more interesting together as a region, offering a delicious discretionary item to enhance the enjoyment of life.  Wineries are forever both competing with and complementing each other, whether to raise awareness for a specific region or… Read more »

In The Swim

In the Swim Picture this for just a moment – our tasting room team is rocking it and the Yelp reviews are glowing.  Customer satisfaction, sales, and conversions to wine club and email list are off the charts.  Is this our lucky day, just a dream too good to be true, or is it the result of our careful planning and impeccable execution? We all want a process to ensure that we get these results consistently.  To make that happen, look no further than the nearest swimming pool.  The concept is simple: have a laser focus on one event/ experience/… Read more »