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Maximising Wine Service To Your Customers
 The best way for wine to be sold is for the servers to know the wines. Tasting them is the best way for the servers to learn about the wines.
The wine list is one of the tools of the trade. Read it and learn which wines are on it. Memorise the “wines by the glass” section – be able to be tested on this, ie variety, price, taste, good with etc.
Be prepared to recommend at least 3 wines from each section, Red, White, Fizz etc.
Bin numbers are for the convenience of the customer, and NOT the server. Learn how to pronounce YOUR wines on YOUR list.
Read your customer. Enter into a dialog with them. Try to understand what they like and dislike. If for example the guest wants to linger over the wine list – let them! If they need help – steam in! You are there to assist when required.
If the customer knows what they want, let it be and get the wine to the table QUICKLY. Statistics show that there is higher customer satisfaction and more chance of a second bottle when the wine arrives quickly.
Uncertain customer? Talk to them. To offer a wine selection, ask simple questions like:
“What food have you selected?”
“What wines do you normally drink?”
“Do you like dry or fruitier wines, light, medium or full bodied?”
“Do you like wines from any specific country or region?”
- these basic questions will give you a mine of information to help with wine selections.
Price is always a sensitive area, but there are ways to gauge the customer’s price range. You could ask if they like light and simple wines, or weightier and more complex wines. Alternatively, you can suggest a wine in the medium to high price range – if it is too much, they will surely say so. When you find the customer’s price zone, recommend a wine they will love. The customer will depart happy and will return many times.
The whole point of all this is to win customers over with terrific food, excellent wine recommendations and exceptional service. This outstanding experience will be repeated many times over.
Remember YOUR customers. Try to remember their names for when they next visit. Check the reservations each day to see who is booked in, and greet them on arrival.
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