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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