My winery clients usually give me a list of reasons why it is difficult to compete with their neighbors when it comes to selling wine through their tasting room. I hear that the other guy gets great scores or they have a rock star winemaker or a big fancy tasting room. To which I usually respond, “Balderdash!” or something a bit more colorful. Then I share what I have learned is the secret.
I spend a lot of time with tasting room visitors – not the kind of visitor information you get when you are working in the tasting room, but the real impressions that they leave with and will share with their friends. They are keen to share their candid opinions about the wines they tasted, but more importantly, they want to talk about the experience they had and the aspects they liked and what they didn’t like.