Why Sell Wine? Part two

 This is the second part of: Why Sell Wine?

In the first article we discussed how to make more money selling wine. In this one we will discuss how to increase your wine sales.

Familiarize your self with the wine list. Guests often look to the waiters for recommendations as it is impossible for the average guest to be familiar with the thousand of wines available from around the world. You can not make that recommendation if you do not know anything about the wines you sell. Don't worry about learning all the wines on the list if it is an extensive one, but you should know the wines that are frequently sold and those you serve by the glass. Don't be afraid to ask the manager, sommelier, or a more experienced waiter. Many restaurants will have descriptions available of the wines offered and if possible you should taste as many of the wines they allow you to taste and take notes. Professional waiters spend years learning about wines and like you they had to start with limited knowledge.

Present the wine list to the host of the table and not simply laid on the table. Recommend wine and food pairings. The chef will assist you with wine pairings of his featured items. Ask for the wine order. You can't sell it if you don't ask!

When two guests are drinking the same wine by the glass, recommend it by the bottle. Many restaurants offer a slight discount by the bottle and if your restaurant uses the standard pours of 5 or 6 ounces, the guests will receive a little extra wine also. (a 750ml bottle holds 25.36 ounces)

Don't be a wine snob! Many guests are intimidated by wine and never order wine for fear of embarrassment, pronunciation may be difficult for some and the wine ritual confusing. Make your guests comfortable  and remember above all, wine is meant to be enjoyed.

Some guests may enjoy the ceremony that goes into the wine presentation and others just want a nice wine to enjoy. When you learn to "read" your guests wine level of knowledge you will be able to accommodate them in the manner they enjoy. Never fault your guest for a wine selection, each guest will have different tastes and unless they ask your true opinion, keep it to yourself. Don't be a pompous arse.

The type of guests you will serve vary. You will have the wine knowledgeable guest that wants and is willing to pay higher prices for a special bottle. Then there is the special occasion guest that wants something unique to celebrate with and will often take your recommendation but always offer a range of prices to choose from to keep them in their budget. The casual diners may not want to spen a lot of money on the meal and will appreciate your budget friendly suggestions and then you have your frequent (regulars) that expect you to know their likes and to make suggestions based on that knowledge.

The more you know about the wines you offer, the more you will sell.

So why do we sell wine? To make more money and to give ourselves a raise, so get out there, learn and sell.

Put More Cash In Your Pocket!