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Affinity Bias in Tasting Rooms
Washington Winegrowers ConferenceFebruary 6, 2018
Marilyn Hawkins, Hawkins & Company PR
In My Dreams….
Step Into Another Dimension
Pick a Pink @ Hermès Paris
Affinity Markers• Age• Gender• Ethnicity• Race• Clothing• Adornments• Body Type, Height
• Engagement Level• Speech Pattern• Accent• Wine Preferences• Choice of Transit• Lots o’ Others
People Like People Like Themselves
It’s Good to Talk to Strangers
And the stranger, the better
Who Goes to TRs?
Unconscious Personal Discrimination
“This happens when you don't realize that you're letting your discomfort with some characteristic – whether it be race, weight, or voter registration – cause you to unwittingly blackball an otherwise worthy customer.” -- Megan McArdle, The Atlantic
Stereotyping, yah
Emotional Resonance”I’ve learned that people will forget what you said, and people will forget what you did….
But they’ll never forget how you made them feel.”
-- Maya Angelou
Dealing With Biases
• Know it• Own it• Punch it down
A Dozen Do’s & Not-Do’s
Hire for Attitude, Train for Skill
The Friend-Maker: A Smile
Don’t Profile Too Early• Price Driven. “I believe I can buy a good wine without
spending a lot.” (21%)• Everyday Loyals. “I drink wine regularly and when I
find a brand I like, I stick with it.” (20%)• Overwhelmed. “Wine doesn’t play an important role
in my life – and I find shopping for it complex and overwhelming.” (19%)
Don’t Profile Too Early• Image Seekers. “How others perceive me is important. I
want to make sure the wine I choose says the right thing about me.” (18%)
• Engaged Newcomers. “I’m young and new to an intimidating category. Wine’s a big part of my socializing and I want to learn more.” (12%)
• Enthusiasts. “I love everything about wine. I love researching purchases, reading reviews, discussing/ drinking/sharing it with others.” (10%)
Spread Yourself Around
Be Drawn to The Other
Ask Legit Questions
• What brings you in today?• Have you visited here before?• What can we do to make your visit as
enjoyable as possible?• Any questions for me before we start tasting?
Tell Me More….
Get Them Talking…to Each Other
Comfort leads to fewer defenses, then to• Greater interest• Sampling and inquiry• Purchase• Preference, advocacy
The Concept of Social Proof
Given choices, people tend to drift toward the places that attract other people.We assume there must be something good and worthwhile there, and we trust the crowd to know something we don’t. FOMO!
Social Proof in Action
Activity Drives Comfort
Connect the Disconnected
• “How about those Seahawks!” • “What else is on your schedule today?”• “What do you like most about…....?”• “Want a quick tour of our vineyard?”
Have Some Fun
Have Some More Fun
Disagree Agreeably
• “Hmmm, I’ve never heard that before….”• “Could I share a somewhat different
perspective?”• “Answering that is way above my pay grade.”
Do this out of earshot!
A Few Final Thoughts
• Customer service role-plays in job interviews• Constantly have “How do we appreciate
THIS person?” discussions• Consider a Mystery Shopper program
Final, Final Thoughts
Thanks!
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