Buyer Beware ! - Is your wine-by-the-glass service sending that signal

Really? Is that really the attitude you want any of your guests to take? That they should be wary of what you say and what you offer and what you promise?

When you consider the fact that the 2 biggest-barriers-to-consumption, as reported by the Wine Market Council are; 1) How fresh is the wine, how long has it been open, and 2) Why is the price inflated, why is the glass price near the retail bottle price, it is clear to see what many guests are thinking.

How about “buyer trust”?
How about “buyer confidence” induced by a clear commitment to wine service excellence.

How do you deal with customer disappointment or buyer remorse? How do you deal with today’s more wine savvy guest? When you consider the fact that the majority of guests’ dissatisfaction regarding wine service rarely result in a complaint; you are in a hospitality setting after all. It’s the difference between “tough luck, you should have read the fine print” and “oh no! How can we help?” If people know you will always make it right, they will beware less and trust more.

What do you have to do to create trust in your wine-by-the-glass service ? How much would it cost and how often can you produce it? The investment needed is small, and implementing the “trust inducing” service is easier than you think.

Whatever it costs, it’s a bargain.
Check out www.BermarAmerica.com for more information

Wine by the glass- Upscale your service before Up Selling - If you don't you run the risk of overselling, under delivering and loosing that hospitable feeling

Upscale your service before Up selling – If you don’t, you run the risk of overselling, under delivering, and loosing that hospitality spirit.

We all know the concept of the all important ‘up sell’- Growing our businesses requires us to sell to more customer or sell more to the customers we have, or sell the same quantity but more profitably.  However the customer must have a desire and wants to feel comfortable before he is prepared to spend more. When it comes to wine by the glass, the desire is unquestionably there, a great  2012 wine by the glass program will help you delivery that Up scaled service, which will comfort the guest, meet and exceed their expectations and invite the more profitable Up sell. .

Let’s start with the guests expectation when it comes up-selling wine by the glass. Wine by the glass has become a critical part of the dining experience. Guest expectations are much higher with the basic requirements of choice, quality and value being elevated to unprecedented levels. The guest is ready and yearning to experiment, but he does not want to be sold, he wants to be comforted. He may appreciate suggestions, but he would like to choose from an enticing range of wines that he TRUSTS will be served in perfect condition at a fair price. Your wine by the glass service must exhibit that it will meet or exceed his expectations for him to feel comfortable. He is a guest, he has choices, and that is why the recent trends have been for him to drink better quality wine at home, than when he visits restaurants.

So if you try to up sell without upgrading your offer to meet your guests rising expectations, you will be seen to be over selling a mediocre service, not an ideal way to make your guest feel, and surely not a way to sell more.

So what are the expectations of today’s more wine savvy guest? What comforts and assures the guest so that he may be enticed to trade up.

1)      Wine must be served guaranteed fresh from the bottle.

2)      Wine must be served at the correct serving temperature, for both Red and White.

3)      Wine must be served in an appropriate stem (enough swirl room).

4)      Wine List / Marketing materials, must be readily available for the guest to easily choose. Promote your upgraded service and invite the up-sell, don’t hide your new service and have to push the upsell.

5)      Special Features within the service that promote your new service, comfort the guest and encourage experimentation – Tastes, Wine Flights, Food& Wine Pairings, tasting notes, wine socials, wine dinners, choice of sizes (3oz pours, 5 oz pours, 250ml carafes, 500ml carafes).

6)   Wine must be served with care and diligence to add to the experience.

If you have to sell the up-sell then there is something wrong with you service, gentle suggestive selling is all that should be necessary. Your service should invite the up-sell ! Upgrade your service, promote and suggest your new improved offer and the Up-sell will come.

To find out more about the equipment and ideas needed to upscale your wine by the glass service please visit www.BermarAmerica.com .