A nice tour, someone available for a pleasant dialogue and useful information, that is what is necessary to sell more wine according to Professor Miguel Gomez
Read for you by Donatella Cinelli Colombini
The science of selling wine, I found this piece of news on Intravino a few days ago and I was curious because it seemed so obvious. Even though those of us who are producers accept this reality reluctantly, the agreeability, the ability to involve, influence sales more than the intrinsic quality of the wine
Consequently the research carried out by the young professor from the Cornell University in New York, where Applied Economics and Management are taught, is not at all a pipedream, in fact id codifies and teaches the “golden rules for wine selling”. Indications which can be useful even for those who sell wines in Italy or for those wishing to create a tasting room.
After the inquiries carried out in the tasting rooms al lover New York, Gomez has written some rules for efficient wine selling and together with Oenology Professor Anna Mansfield has created courses on Long Island, on the Erie lake, Finger Lakes and East Gardner in collaboration with the Pennsylvania State University. In other words even though for us the subject is laughable we can see that the American universities have really taken it seriously. So, lets try an learn something starting from the article published in The Cornell Daily Sun which explains the results of these studies and the things to do.
Rule number one: avoid things that annoy the client prior to the tasting, such as having trouble with signposting or not finding a parking spot.
For Italian wineries this is a mission impossible as many of our signposts have been removed by the local authorities because of a highway code created for urban areas. We might overcome this problem by supplying indications for the navigator to guests in arrival.
Rule number two: the room must be pleasant and have a nice view, one must not feel closed in. This seems to be the key element and it is best to keep it in mind.
Rule number three: in the explanations concentrate on objective information such as vintage, grape variety, ratings… one must not concentrate on the organoleptic tasting. The objective information allows one to interact more with guests with kindness and agreeability.
The courses organized by the Professors Gomez and Mansfield supply the sales personnel the basic notions regarding viticulture, wine making, and the organolpetic tasting as well as figures regarding sales such as targets and market demand.
What surprises in the study by Miguel Gomez is the ability to be realistic “We know that making customers happy increases sales, but we have much to learn about how much it costs”. The next step that Gomez has set himself is to verify if clients in other locations react in the same way as those in New York, where these experiments have been carried out.
I have no crystal ball but I am sure they will!