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Wine Spectator School

Class 4: Sales Strategies

assume the wine sale

Before the first customer even walks into your restaurant or retail store, you can prepare to initiate the wine message if you assume the wine sale.


Once your customer arrives, a warm and informative greeting helps you make a good impression. In a restaurant, greet the table with the menu and the wine list. In a retail store, introduce yourself and offer to help the customer find a bottle.


Customers often ask, "What's good?" or "What do you recommend?"

They are really asking you to describe some dishes, narrow down their choices, and...

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