Issue link: http://winesandvines.uberflip.com/i/122527
MARKETING Keep conversation going For visits requiring tour, tasting and lunch, there is a real burden for the host to keep the conversation lively for three hours. If you ask open-ended questions of the guest, you can lighten the load. Most people like to talk about themselves. Zinfandel specialist Seghesio Vineyards offers trade visitors the Family Table wine and food pairing experience in a private room at its winery in Healdsburg, Calif. swim or nap." The look of relief on their faces was obvious. I always got positive feedback from our sales rep who arranged the visit. In other words, the group so appreciated this courtesy that they did a better job selling our wines when they returned home. Always try to keep your trade visitors current. Are you changing labels? Are you adding or subtracting a wine? Staying up to date is part of why the trade is visiting your operation. If you have lodging available for buyers or key sales reps, this is always a big plus. Play up the fact that they are staying in places that are not zoned as commercial property, and as a result, they are seeing views that are off-limits to the general public. Have drop-in trade procedures in place for your staff. It is not unusual for trade visitors to come in and announce themselves unexpectedly. Ask, for example, "How did you get in the wine business?" Another one I like to use is, "What do you think will change or evolve in the next five years in the restaurant or supermarket business (or whatever business they are in)?" Not only does it relieve some of the conversational pressure, but you may get a free, up-to-date tutorial. wine S & vine S M AY 20 13 55