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Wine Spectator School

Class 4: Sales Strategies

sales require good service

For many people, the term "sales" raises unpleasant memories of pushy telemarketers selling another credit card or phone service. Fortunately, when you're working in a wine store or restaurant, your customers come to you because they want to buy your product.

In addition to buying wine and food, your customers are looking for a good experience.

Successful wine stores and restaurants consciously build that good experience for their customers through:

Product Selection
The products are carefully chosen.

Effective merchandising in stores and restaurants subtly conveys the message that it is ok to buy wine.

People are the heart of the food and wine business, shaping the customer...

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