This document provides a summary of lessons learned from over 5,000 tasting room mystery shops. It outlines the importance of: 1. Having knowledgeable and passionate staff that provide a great first impression and welcoming greeting. 2. Selling the brand experience rather than just the wine by building rapport and sharing stories. 3. Engaging customers through tailored conversations, surprising and delighting them, and clearly defining success metrics like sales, wine club signups, and customer satisfaction.

2. Introductions
• We believe people learn best – by doing, seeing,
hearing, writing, and speaking – through in-person
and interactive, standards-based training…
• We believe that a rising tide lifts all boats. Our goal is
to help you set and raise winery standards, industry
wide…
• We believe in celebrating the success and progress
of all of our tribe.

3. 3
Top Ten Lessons
. . . from more than
5,000 Tasting Room
Mystery Shops
…across the US,
Canada, Australia &
New Zealand

4. What Does Your Gut Say? 1B
It’s Showtime!

5. 5
Be Consistent. Everything Speaks

6. What Does Their Gut Say? 1A
Great
Greeting
. . . Even
When Busy

7. 7
The RIGHT Fit
Service Heart,
Knowledge &
Passion

8. 8
Lessons 1 – 3:
1. No Backstage Showing
2. Great First Impressions
3. DNA: Service Heart, Knowledge &
Passion

9. 9
THREE BRAND KEY POINTS
1
C

10. 10
HOW IS YOUR BRAND REALLY UNIQUE?

11. 11
START WITH WHY
1
D

12. 12
WHAT
HOW
WHY
• 5,000 cases
• 3 Wines
• Award Winning Pinot Noirs
• Color / Body / Aroma / Taste
• Some Vineyard Designates
• Specific Clones, Type of Soils
• Organic / Bio-Dynamic
• Family Run
• Personal, Emotional Stories
START WITH WHY
1
D

13. 13
Lesson 4:
4. Sell Your Brand First,
Wine Second

14. Build Rapport –
Referral Source, Analogies, Storytelling

15. What Does Your Gut Say? 1B
Sell the
EXPERIENCE
-- not the
wine.

16. 16
Secrets to Successful Selling
WHAT SUCCESS LOOKS LIKE
5
Customer
Satisfaction
+
WISE Triple
Score

17. 17
Lessons 5 & 6:
5. Build Relevant Rapport
6. Master Natural, Helpful Sales

18. 18
The Platinum Rule

19. 19
Surprise & DelightSurprise & Delight

20. 20
Lessons 7 & 8:
7. Tailored Engagement
8. Surprise & Delight

21. 21
FEATURES & BENEFITS SELLING

22. 22
NOTICE PREFERENCES…
and BUYING SIGNALS

23. What Does Your Gut Say? 1B
Clearly Defining Success
WISE Triple Score:
 Asking for the Sale
Presenting the Wine Club
Collecting Contact Data
Plus…
High Guest Satisfaction!

24. Tasting Room Top Ten Lessons
Does Your Gut Say? 1B
BASICS:
• Service Heart,
Knowledge &
Passion
• No Backstage
Showing
• Great First
Impressions
ENGAGEMENT:
• Sell Your Brand First,
Wine Second
• Build Relevant
Rapport
• Master Natural,
Helpful Sales
MASTERY:
• Tailored Engagement
• Surprise & Delight
• Professional Sales
Skills
• Triple Score

25. THANK YOU!