Top Tip

06 April, 2007

Don't go for the all-out aggressive sale as these usually are one offs. Nurturing a browser through a £5.99 single-bottle sale has often produced some of my most loyal and high-spending customers over the years. Wine is daunting enough for many people without bullying them into parting with more cash than they want to. Customers in their comfort zone remember you and your shop

and that initial trust prompts loyalty . The repeat sales more than make

up for the loss of a large first, and usually last, sale.

David Hemsley, The Secret Cellar, Tunbridge Wells

Send us your Top Tip for getting on in the business and you could bag yourself a bottle of bubbly.

Write to laura.clark@william-reed.co.uk or phone 01293 610225




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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