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
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