With chain wine stores offering goods at competitive prices, online wine sales at impressive highs, and Costco carrying wines at ridiculously low rates, what can the Mom-n-Pop wine store owner do to increase sales? The answer: rely on the two things that set you apart from the franchise wine supplier: charm, and good salespeople.
It's hard to find good help these days.. or say they say. However, I have found that in the wine industry, this isn't necessarily the case. Luckily, the world is full of people who love wine and want to learn more about it. As the wine store owner or manager, it is your job to hold onto these people, and to train them to serve you as best as they can. But where to start? The following is a list of things all good wine store managers/owners should do (and provide) for their employees. Trust me, each of these things are an investment. They will bring you business, and they will keep your customers coming back again and again.
1. Buy books.
Lots of them. Karen MacNeil's "The Wine Bible," the Herbst's "The New Wine Lover's Companion," Mike Weiss' "A Very Good Year," Robinson's "The Oxford Companion to Wine," the list could go on and on. Every few weeks, pick up a copy of another wine book. Get specific: buy books on certain regions, the history of viticulture, winemaking techniques, and biographies of winemakers. Build a shelf, and if possible, display these books in your store. It will look impressive to your customers and if--heaven forbid--no one knows an answer to a question a customer has, you have the resources at your fingertips to find a quick answer.
Employees don't want to learn? When all else fails, turn to technology.
I once had an employee tell me that he "hadn't read a book since sophomore year of high school, and wasn't about to start with the Wine Bible." I won't tell you what happened to that employee, but his rant did bring up a (fairly) good point: not everyone enjoys reading as much as myself, the ultimate wine geek, so not everyone will enjoy the studying necessary to become schooled in the industry. There are some good DVDs out there which you can use to educate your staff: I've always loved Andrea Immer's DVD on the wine world, and who doesn't love watching a clip of Gary Vaynerchuck on Wine Library TV? Allow your employees 20 to 30 minutes of "study time" a day, when there is downtime in the store, for them to access the store computer and learn something new. But make sure to give the guys who are reading an extra five minutes, just as brownie points for picking up a book instead of a mouse.
2. Buy maps.
What's the good of knowing the major grapes in a Bordeaux blend if your employees can't find the Bordeaux region on a map of France? Invest in some maps of wine regions. A good wine employee should be able to tell a customer right away where the Santa Maria, Santa Lucia, and Santa Ynez regions are, should they ask. And it is quite impressive if they can walk over to a map that is displayed on a wall and prove it to them.
3. Implement the "Learn Two New Things a Day" Rule
At your next staff meeting, announce your new policy: everyone is required to learn at least two new things about wine every day. It will increase your staff's knowledge of wine, and it will elicit an atmosphere of learning, which every workplace should have. Ask your employees what they learned each day, and encourage them to share their knowledge with other staff members. Everyone learns,
everyone gets ahead.
4. Taste, Taste, Taste
This is an obvious one, I know. But apart from reading about wine, tasting is the most essential part of the learning process. Include your employees in on the tastings with wine representatives, and encourage them to share their opinions about the wines. If they are a little too shy to do so in front of the wine rep, wait until the rep leaves, and then ask them what they thought. Make them practice putting the aromas and tastes of the wine into terms that people can understand and relate to.
5. Set the Tone
Remember, you are part of a world that annoys some, and offends many. The wine world, the tastings, the talk of bouquets and palates and finishes is quite intimidating. Coming off as a wine snob could cost you business... and the opportunity to turn one more person on to the world of wine. So think about what you say, how you say it, and who you say it around. Your employees are listening to every word you utter, and they will mimick you when you are away. When you taste a wine and then describe it, make sure that your interest and passion of wine are exuded. Your employees will pick up on this enthusiasm, and learn to do the same. And passion sells wine better than facts, figures, or ratings.
6. Teach your Employees to "Read" Their Clientele
A man walks into a wine store and--with a straight face--asks if you have any Screaming Eagle. You don't? That's unfortunate. But NOW would be a good time to show him your '05 Bordeaux, the Harlans, the Bryant Families, the Sassicaia... you get the idea. Would you do the same to the guy who came in asking for "some Merlot?" Of course not. I'm making a gross exaggeration here, I know. But you get the idea. Make sure your employees understand how to read their customers. And by read, I don't mean "guess how much they will spend." I mean guess what they will LIKE. If you don't have what they are looking for, by all means, suggest something else. But try to suggest something that would cater to their palates, and not to their wallets.
(By the way: if you answered "yes" to the Screaming Eagle question, call me.)
7. Offer Incentives
It is a common assumption that commission is the best incentive for hard work and sales. But in the wine world, everything is just a little different that the "real world." Commission may work to increase your sales, but it won't do what every wine store should strive to do: gain repeat customers, who come back again and again for their everyday bottles, and then "splurge" for the special occasion bottles once in a while. Those are the gratified customers who tell friends, and we all know how important word of mouth is. "Pushing" products, creating contests to sell specific items, or pressuring employees to move items off the floor are all bad ideas for the wine business. As their employer, you are placing your employees in an awkward position, and you are creating a conflict of interests for them. Do they please their boss, or recommend a wine that their customer would love? The answer is an obvious one. Don't plant that other seed!
8. Meet the Neighbors
If you are a local wine store, chances are, many customers will come in looking for the perfect bottle to take to dinner at the restaurant down the street. Your job? Know what is on that restaurant's menu! You would not believe how impressed my customers are when they come in looking for the perfect bottle for their dinner at _____'s, and I can recommend a white and a red to compliment some of their dishes. I think that a good wine store should have the menus of local restuarants on file, and their employees should take the time to visit these venues. You will establish relationships with local restaurants, and build your knowledge in the process.
9. Bring in the "Celebrities"
We are all lucky enough to live next to the major winegrowing regions of the US, but there are wineries everywhere. And each winery has a winemaker: aka, a representative of the business, and a treasure trove of information for your employees. Research your local wineries and invite a winemaker over. Organize a trade tasting, send out an email to your customers, and make sure that beforehand, your employees have a chance to mingle with the winemaker. They will learn a lot, and it will be an experience to remember.
10. Pony Up the Money
Research the sommelier courses in your area, or the wine courses offered at your local culinary school. Offer to reimburse your employees for some (if not all) of the cost of the course, in exchange for them conducting a "Wine 101" with the rest of the staff. It is a great way to increase communication amongst staff members, and in the long run, it is an investment: you are presenting well-educated wine salespeople to your public.
Without sounding too sentimental, I'd like to close with one last thought: at the end of the day, you are doing what you love. Applaud yourself for that, and don't forget to let it shine through. Your customers and your employees will notice, and all will benefit.
Best of luck to you and your wine business!
- Amanda