3.2 Presentation Skills

Now that we have an idea about how to tell the story, let’s discuss some important skills when presenting to an audience (in this case the guests of the winery).

Let's quickly review some of the information from the video. Presenting, as defined by Merriam-Webster, is “an activity in which someone shows, describes, or explains something to a group of people.”  When you are presenting (talking) with your guests you need to be aware of yourself, your surroundings, and your guests.

So, let’s look at each of these parts discussed in the clip (remember that all three interact to create the total presentation).

 Your Surroundings

 The presentation may take place in many settings, most often in the winery at the tasting bar. Other settings could include special events, outdoor events, restaurants, etc. You need to make sure that the setting is ready and favorable for a good presentation. This means eliminating things that might distract your guests. Some things to pay attention to include …

• Noise – are there any noises that would make it difficult for the guests to hear your talk.

  •  If so, you should:

    • Try to minimize or eliminate the noise (for example machinery noise – close a door)

    • Speak louder so that the guests can hear you (for example, if the winery is extremely busy and the noise is coming from all the activity around you)

• Smells – are there any strong and/or unpleasant smells around the tasting bar that could distract the guest or lessen their experience.

  • If so, you should:

    • Try to remove the smell (for example trash)

    • Mask the smell with unscented air fresheners

• Tasting bar – make sure you are ready to present and that the bar is ready for the presentation.

  • Make sure you have all your tools for the presentation and that they are within reach

  • Make sure all your tools work

  • Make sure that the bar is stocked with the wine you will need as well as all the other supplies you need (tasting sheets, notes, wine club information, glasses, pens, bar food (crackers), water, etc.

  • Make sure everything is clean

 Your Guests

The attitude and mindset of the guests and the way the guests interact with each other will have a major impact on your presentation and ultimately your goal of making a sale. Here are somethings to look for …

• Do they seem uncomfortable?

  • If so, you need to try to make them feel comfortable – this could be accomplished by simply offering a welcoming smile and explaining that you will take good care of them while they are at the winery

• Do they seem distracted?

  • If so, try to engage them – ask them if they have any questions about the winery or what is going on before you begin the tasting

• Do they seem upset?

  • If so, ask them if there is anything wrong – be prepared to help them (depending on what the problem is you may need to get a manager)

    • The handling customer feedback and complaints section in Handling customer feedback and complaints could be a great resource for handing distraught guests

• Do they seem to be excited and ready for the tasting?

  • If so, start the tasting as soon as possible.

You

We have now looked at how your surroundings and guests will influence the presentation. It is now time to look at you. During the presentation you are the focal point; therefore, it is important that you are ready. 

• Know your product (wine, winery, and anything else you sell)

  • Take time to review the wine makers notes

  • Work on pronunciation of any word that you will need to use (wine names, grape names, industry terms, etc)

  • When possible, personally sample your products (wine and other)

• Speak to the guests

  • Smile

  • Make eye contact

  • While speaking to your guests, avoid turning your back or bending down to reach something

• Be careful of your use of jargon and your use of technical words

  • If you use a word that you guests may not know, ask them if they know it. If they do not, describe to them the meaning of the word.

For Example

Some wines are made using a method called Appassimento. Appassimento is an Italian method of dehydrating grapes to concentrate aromas and taste. Many of your guests will not know what this word means. So if you talk about this in your presentation (which would be an important aspect to discuss about a wine that was made using this method) you would then inform the guest what this word means. 

• Always tell the truth

  • The guests place a lot of trust in you and the winery. If you violate that trust in any way, you will almost never regain their trust (and will most likely lose the sale and any repeat business)

    • For example: If a guest asks you a question and you do not know the answer, but you give them an answer anyway you will almost always get caught.

  • It is okay to say “I do not know”

    • If you say this try to find out the answer for the guest and give it to them prior to their depature or, if necessary, email them an answer.

  • It cannot be stressed enough - Never lie to the guests

• Be engaging (this is something we will cover in more detail in Module 4: Making the Sale)

  • Ask questions

  • Answer the questions that the guests ask

  • Always remember this is a two-way conversation

• Make sure you are dressed appropriately

  • Every winery has a dress code. Be sure that you are aware of the code, understand it and adhere to it (check with your manager for details about the uniform). Make sure what you wear is always clean and neat

    • If something happens to your clothing during your shift (like a spill) check with your manager to see what you should do. 

      • Note to the Wise: It is always a good idea to have a spare set of clothes.

  • If you have a name tag, make sure you have it on and that the guests can see it  

  • Practice good personal hygiene (cleanliness)

    • This goes without saying, but we are still going to say it

    • Check your breath

    • Check you hands and finger nails

    • Look in the mirror to make sure you are ready for the guests

• Practice

  • Nothing replaces experience – you should practice giving a tasting and practice different parts of your story multiple times

Now let's pause for a minute to review the ideas we have just covered. Read each question below and select what you believe is the correct answer. When finished, look below the last question for the correct answers.

1. When you are talking with a guest it is okay to say, “I don’t know, but I will try to find out the answer for you”, when you are asked about something you do not know.

a. True

b. False

2. What things do you need to pay attention to when getting ready and during your presentation?

a. Your surroundings

b. Your guests

c. You

d. All the above

 Did you get them all? The answers are: 1. a and 2. d

This is the end of the second section in Module 3. When you feel ready, move on to the next section by clicking the following link. 3.3 Crafting the Story