Created for WMAO by The Belding Group of Companies I 2019

Participant Worksheet

The key to a successful customer interaction showing Interest in your customer. The key ways

that you can show interest are:

1. ____________________________________ 4. ____________________________________

2. ____________________________________ 5. ____________________________________

3. ____________________________________ 6. ____________________________________

Why is the Asking Questions such a powerful rapport-building tool?

1. __________________________________________________________________________________

2. __________________________________________________________________________________

3. __________________________________________________________________________________

What are the two Myths of asking questions?

1. __________________________________________________________________________________

2. __________________________________________________________________________________

- Dale Carnegie, How to Win Friends and Influence People

Created for WMAO by The Belding Group of Companies I 2019

Write an example of the 3 different types of rapport-building questions:

Home/ Personal:

__________________________________________________________________________________

Wine Preference/ Situational:

__________________________________________________________________________________

Lifestyle:

__________________________________________________________________________________

What is the best kind of question to ask when you find yourself with a large group?

Created for WMAO by The Belding Group of Companies I 2019

Exercise Instructions for Leaders

The focus of this video is on the skills required to build rapport with your customers. What you

can do to develop trust, show them you’re interested and get to know them on a level that will

allow you, not only to facilitate a comfortable interaction, but to seamlessly transition the

interaction into a sale.

Exercise #1: Big, Honking, List of Questions

When instructed too, pause the video to conduct the “Big List of Questions” exercise.

Split your team into smaller groups of 3 or 4.

As a group, they have to come up with as many questions as they can, for each category of

questions that were discussed in the video. Questions that they could, and should be asking

their customers. Give them 10 minutes and tell them to write all of the questions down,

coming up with as big a list as they can.

When each group is done, share with each other some of the questions that you come up with.

Facilitate a discussion over where you see parallels and where some groups came up with

different questions from others.

Created for WMAO by The Belding Group of Companies I 2019

Exercise #2: “Why are you in my Winery?”

This is a supplementary exercise that can be used with your team during staff meetings,

morning huddles or simply when you find yourself with some spare time. For this exercise you

will need to print off the “Why are you in my Winery” Profile Cards.

This exercise has been designed to give individuals the chance to practice working questions

into conversation and asking more questions than they might be used to, in order to discover as

much about their customer as possible.

Start by splitting the group into pairs. Shuffle all of the profile cards and distribute them so that

each person has one. Emphasize that they should keep their profile a secret!

One person will start as the customer, using their profile card as guidance. The other person

(the winery associate) will have to ask the customer open-ended questions in order for their

customer to provide them with any of the information on their profile. (If the information isn’t

on the sheet, just make something up). If the associate asks a closed-ended question, the

customer can only respond with a ‘yes’ or ‘no’.

The role play is over when the associate has discovered all of the information that was in the

customer profile.

Once the role play is over, facilitate a quick discussion about the kinds of things they found out

about their customer through these questions and how they think that information could help

them further down the sales process.

When your partner asks a relevant open-ended question, (who,

what, why, where, when, how) provide him/her with one of the

pieces of information. (If the information isn’t on the sheet, just

make something up!). If your partner asks a closed-ended

question, you can only answer with a “yes” or “no”!

Here is your profile

30 year old woman

Looking for a few bottles of wine for a dinner party

She is a stay at home mom

She is married and has 3 kids

She does not know much about wine

Wants to get both red and white wines

There will be about 10 people at the party

The party is taking place this weekend

Her and her husband do not have dinner parties often

Some of the people coming to the party are very knowledgeable about wine

She does have a budget of under $150

She doesn’t want to have any leftover wine because they don’t generally drink it at home

They will be serving a roast for dinner

This is her first time buying wine right from a vineyard

She would like to try the wine before she buys it

Created for Wine Country Ontario by The Belding Group of Companies Inc.

When your partner asks a relevant open-ended question, (who,

what, why, where, when, how) provide him/her with one of the

pieces of information. (If the information isn’t on the sheet, just

make something up!). If your partner asks a closed-ended

question, you can only answer with a “yes” or “no”!

Here is your profile

60 year old female

Looking for a few bottles of wine for a small office Birthday

party

She is the CEO of the company

The birthday party is for the CFO of the company

They are having the party because the CFO is turning 60

The party will take place after office hours

She expects there will be about 50 people at the party

The party will take place in large office conference room

They have never had a party like this before

She would like mostly red wines but some white as well

She does not want any Chardonnay

She considers himself somewhat of a wine expert

She has a large wine collection at home

She would like to try the wine before buying it

She does not have a budget for this

Created for Wine Country Ontario by The Belding Group of Companies Inc.

When your partner asks a relevant open-ended question, (who,

what, why, where, when, how) provide him/her with one of the

pieces of information. (If the information isn’t on the sheet, just

make something up!). If your partner asks a closed-ended

question, you can only answer with a “yes” or “no”!

Here is your profile

40 year old woman looking for a bottle of wine for a gift

She is looking for a bottle of red wine

She, herself, likes to drink wine but doesn’t know much about

it

It is a ‘thank you’ gift for a neighbour

They have been neighbours for almost 10 years now

The neighbour will only drink red wine

The neighbour is an avid wine drinker

They both have children who are about the same age

and attend the same school

She has never given her a gift like this before

They often get together in the evenings to drink wine at chat

The neighbour is the one who usually supplies the wine

She is pretty sure that the neighbour has enjoyed wine from

this winery before

She would like to keep it under $40

She has never bought wine straight from a vineyard before

She lives nearby, so if she likes the wine she might come

back to get some for herself.

Created for Wine Country Ontario by The Belding Group of Companies Inc.

When your partner asks a relevant open-ended question, (who,

what, why, where, when, how) provide him/her with one of the

pieces of information. (If the information isn’t on the sheet, just

make something up!). If your partner asks a closed-ended

question, you can only answer with a “yes” or “no”!

Here is your profile

A couple in their mid-twenties

Looking for red and white wine for their upcoming wedding

Their wedding is taking place in June

They are from the area, so would like to have local wine at

their wedding

They are having a small wedding, only about 75 people

The wedding will be outdoors

They would like to buy a couple of bottles now to try at

home and share with their family

The wedding is very casual and the meal will be a BBQ

There will be a cocktail hour before dinner, and they

will be serving wine then too

They would also like to get some sparkling wine for

the reception for their toast

They don’t currently have a budget because they’re

trying to gauge prices

They don’t know much about wine, but enjoy trying new

things

They like things that are unique and different

Created for Wine Country Ontario by The Belding Group of Companies Inc.

When your partner asks a relevant open-ended question, (who,

what, why, where, when, how) provide him/her with one of the

pieces of information. (If the information isn’t on the sheet, just

make something up!). If your partner asks a closed-ended

question, you can only answer with a “yes” or “no”!

Here is your profile

A male in his early 30’s

Never used to drink wine, but his wife does

He is trying to learn to like wine so that him and his wife

can enjoy it together

He usually only drinks beer

He recently had some red wine that he really liked

The wine he liked was not as dry

His wife drinks all kinds of wine, but mainly likes red

They tend to have a drink with dinner pretty much

every weekend

They generally eat some kind of meat for dinner

He’s not looking to spend a whole lot of money on a bottle

He wants something that he’ll be able to get on a regular

basis

Him and his wife like to entertain, so he wants something

that guests will like too

They live nearby

His wife generally only drinks wines from California

Him and his wife do not have kids

Created for Wine Country Ontario by The Belding Group of Companies Inc.

When your partner asks a relevant open-ended question, (who,

what, why, where, when, how) provide him/her with one of the

pieces of information. (If the information isn’t on the sheet, just

make something up!). If your partner asks a closed-ended

question, you can only answer with a “yes” or “no”!

Here is your profile

A woman in her 30’s

She is not married and has no kids

Looking for wine for Thanksgiving dinner

They will be having a traditional meal with Turkey

Her whole family will be there, probably 7 people in total

Her family drinks primarily white wine

They are all big wine drinkers

Wants recommendations for a wine that goes best with

Turkey

She visits the winery on a regular basis and is very familiar

with your wines

She would like some different price options

She prefers a dry wine

Wine is expected at any family dinner

She likes to impress her family with different wines that

they might have never tried before

She would also like to get some Ice Wine for desert

She tried a wine from one of your competitors last year

and really didn’t like it

Created for Wine Country Ontario by The Belding Group of Companies Inc.

Why Are You In My Winery?

Created for Wine Country Ontario by The Belding Group of Companies Inc.