| Most customers don't want to hear what side of the hill the grapes grew on, nor do they really care that the wine received 92 points in the Spectator.
What they want is a personal recommendation from someone---server, sommelier, manager or owner. They want to know that they wine in question is on the list for a reason. What does it taste like? What kind of food does it go with? How will it match up with the dishes I've selected?
Staff training cannot be accomplished in an afternoon or a week. It is an ongoing process, best presented in sound bites and constantly reinforced. The goal is to emphasize the two golden principles of salesmanship: product knowledge and the necessity of asking for the sale.
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