Tell Them, Remind Them, Tell Them Again.

March 2014

Um, You May Want2Tell Someone

Recently a friend invited me to a very interesting wine dinner. I'd never been to one before and didn't really know what to expect until I got there. Basically, the winemaker explains the process of how they create the different flavors in each wine. During the meal, he and chef at the restaurant pair a specific wine designed to bring out the best flavors with each course.

Five amazing food courses.Five delicious wines to taste.

The group was seated at a long table and I happened to be seated near the winemaker. Being naturally curious, I asked him where most of his wine could be purchased. He told me the breakdown of sales - a percentage is sold at restaurants, another through grocery stores around the country, and obviously a large amount is purchased at the winery itself. The owner of the restaurant then chimed in --- "We sell it here." She then pointed to the shelves in the back of the restaurant which were full of bottles of wine.

One of the guests perked up and said, "I didn't know you sold wine here." I thought it was a decoration myself.

Man ordering at fine dining restaurant
"I'll have the special and the potted Ficus I saw by the door to the kitchen."

The End of the Story Just4You

Other patrons spoke up in agreement. Few knew that the restaurant sold wine for off premises use. A quick survey revealed about 15 of the 18 people had no idea. Most people bought some wine that night. These were some of the best customers of this restaurant - I myself have eaten there at least ten times - and about 80% had no idea they could buy a nice bottle of wine to take home. The lesson was real.

You have to tell people what you do. Then you have to remind them. Then you'd better tell them again. What you think is obvious may actually be news, even to many of your best customers.

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