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Article: Tasting room rewards: how staff compensation can raise the bar on direct sales.(MANAGEMENT)
- Article from:
- Wines & Vines
- Article date:
- January 1, 2009
- Author:
CopyrightCOPYRIGHT 2009 Wines & Vines. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Tasting room and wine club sales remain the most reliable and profitable marketing channels for boutique wineries throughout North America. Yet the most productive face-to-face salespeople--the people who sell wine by the bottle, case or wine club membership in winery tasting rooms--are part-time employees, often paid $8 to $10 per hour and untrained in effective sales techniques. Innovative strategies for motivating and compensating this all-important front-line sales staff are essential.
I spoke with a representative sample of professionals who focus on tasting room sales for multiple wineries, and with individual tasting room managers to find out the norms and ...