1. World Class Service
in Wine Country

2. What is the single most important message to send to our customers?
We Care!

3. Here’s what the research says:
Price is the primary purchase decision factor for only 16.3% of Canadians. The rest, 83.7%, are willing to pay more if they feel they’re getting better service.
- The Belding Group/ 20 Vic Corporation 2009
also: Forrester 2009
Most companies can increase sales between 15% - 20% simply by capturing opportunity from existing traffic.
- The Belding Group  2012
also:  Chief Marketing Officer Council 2011

4. “Assisting customers through the natural buying process”
What is Selling?
“Assisting customers through the natural buying process”

5. The Buying Process Need Contemplation Visualization Synthesis Sale
Review

6. Salesperson’s Influence
NEED
(I think I need a nice wine)
Yes
CONTEMPLATION
(Can I afford it? I wonder if I should?
Can I rationalize it to myself and others?)
Salesperson’s Influence
Yes
VISUALIZATION
(What kind of wine would I like? When would I drink it?)
I know what I want
SYNTHESIS
(Identifying all of the elements and pulling them all together)
I’m comfortable
SALE
REVIEW
(Is everything in place? Have I made the right decision?
Is there anything I’ve forgotten?)

7. Selling Process at a Winery
First impressions
Greeting
Engagement
Presentation
Fulfillment
Finishing Touches

8. First Impressions You never get a second chance
to make a first impression!

9. You never have a second chance to make a first impression!
What the research tells us...
“We will draw trait inferences after just a 100-millisecond exposure to a facial expression. That’s 1/10th of one second!”
- Willis and Todorov, Princeton University
(The fascinating thing about this study is that these judgments formed in a split-second do not change significantly over time. That’s a powerful argument for keeping a smile on your face.)
“People’s first impressions of you will continue to stick, even when later evidence overwhelmingly tells them that they are mistaken.”
- Nisbett & Ross, 1980

10. 1 2 3 4 5 6 7 8 9 10 11 12
World-Class Customer Service

11. What is
your body
saying?

12. X Greeting When someone asks “How are you?” Don’t Say “fine” or “okay”
Who wants to buy an ‘okay’ wine?
Be great, amazing, terrific, etc –
just like your wines

13. The #1 Rule of Customer Service
Never make your
customer feel stupid

14. Are you an Expert?

15. “How can you make a recommendation to your customer when you don’t know anything about your customer?”

16. “Why are you in my Winery?”
Sample Profile
30 year old woman
Looking for a few bottles of wine for a dinner party
She is a stay at home mom
She does not know much about wine
Wants to get both red and white wines
She does have a budget of under $150
They will be serving a roast for dinner
This is her first time buying wine right from a vineyard

17. Presentation 1. Link to Personal, Lifestyle, Wine Preferences
2. Ensure a personal connection to the wine
3. Let customers see your passion

18. The Power of Words

19. It’s not what you say… Yergunnahafta Yabut Actually... No Problem
Foie Gras

20. Words that have a positive impact
From what you’ve told me...
What I’ve found...
Excellent!
Yes, and...
Foie Gras

21. Hidden Messages 1. How much is this wine?
I’m thinking of buying something
2. What goes well with barbequed steak?
I’m thinking of buying something
3. Can I get this in the LCBO?
I’m thinking of buying something
4. How long does ice wine keep after opening?
I’m thinking of buying something
5. Can I taste this wine?
I’m thinking of buying something

22. Fulfillment - Closing the Sale
What is “Closing the Sale?”
“Helping a customer to the logical end of the buying process”

23. Overcoming Objections
Why do people express concerns?
Because we failed to create enough credible value

24. “Verbal Judo”
Deflect
&
Redirect

25. Dealing with Concerns Never say “Yabut” (“Yes, but”)
(Remember the #1 rule of customer service)
say:
“Yes, and…”

26. Never argue with a customer…
Dealing with Concerns
Never argue with a customer…
Feel,
Felt,
Found
Use empathy:

27. Feel, Felt & Found
Erin Brockovich

28. Fulfillment & Adding on to the Sale

29. Finishing Touches 1. Reinforce customers’ purchase decisions
2. Thank them for their purchase
3. Invite them back

30. How is your attitude?
“Nothing positive ever came from a negative attitude”
(“Win at Work – navigate the nasties, get things done and get ahead”)

31. How is your attitude? 90% - 100% 80% - 85% 70% - 75%
Outstanding! You have a great attitude, and that translates to your
customers when you are talking with them. Keep it up!
80% - 85%
You generally have a good attitude, but you can sometimes be inconsistent
in the messages that you send. Remember that we want to consistently
make sure that our customers know that we care.
70% - 75%
You may not realize it, but you are probably not considered someone with a
“great attitude”. You may want to try and work on this – it is most likely
affecting your ability to connect with your customers.

32. The Perfect Sale

33. World Class Service
in Wine Country