Your Frontline Sales Staff: Are You Helping Them Succeed?

Wine sales rely heavily on the people who are on the front lines: the sales reps, servers, bartenders, and sommeliers who interact directly with customers. These are the people who turn a wine list or a product lineup into revenue. The question is: are you making their job easier or harder?

Do They Have the Resources They Need?

It’s surprising how often wineries and restaurants unintentionally set their teams up for failure. Here’s the reality: without the right tools and resources, even the most talented salespeople will struggle to succeed.

For wineries, ask yourself:

• Do you have a viable website? Can trade customers quickly find product specs, tasting notes, and vineyard information? If not, you’re creating unnecessary roadblocks for your sales reps.

• Do you provide access to trade materials? Price sheets, tech sheets, and high-quality images should be readily available. These tools make it easier for salespeople to pitch your wine effectively.

• Is your messaging clear? If your team can’t quickly explain why your wine is special, you’re making it harder for them to differentiate your brand in a crowded market.

For restaurants, consider:

• Has every staff member tasted the wines by the glass? If your servers and bartenders haven’t tasted what they’re selling, they can’t talk about it confidently.

• Do they know the wines beyond their name and color? Guests don’t just want to hear, “It’s a red blend.” They want to know, “This Syrah blend has bold black fruit flavors with a smoky finish that pairs beautifully with your lamb.”

• Are they supported? Do they have someone on staff who can answer their questions, provide ongoing training, or help them feel confident recommending wines?

The Cost of Inadequate Support

When frontline staff don’t have the resources or training they need, it shows:

• Missed Sales: A server who doesn’t know a wine won’t sell it. A sales rep without materials won’t close deals.

• Lost Opportunities: Guests and trade buyers alike want to feel confident in their choices. If your staff isn’t equipped to guide them, they’ll turn to someone who is.

• Frustration and Burnout: Your team wants to succeed, but if they feel unsupported, their motivation — and your sales — will suffer.

How to Set Your Team Up for Success

1. Provide Clear Resources
   Whether it’s a comprehensive website for trade buyers or simple tech sheets for servers, give your team the tools they need to talk about your wines with confidence.

2. Make Tasting Mandatory
   Everyone on your restaurant staff should taste the wines you’re pouring by the glass. This builds confidence and excitement and allows them to make informed, enthusiastic recommendations to guests.

3. Invest in Training
   Ongoing education is key. Hold regular tastings, provide updates on new wines, and encourage your team to ask questions. Knowledge breeds confidence, and confidence drives sales.

4. Offer a Point of Contact
   Your team should always know where to go for help. For wineries, this could mean having a designated trade liaison. For restaurants, appoint a wine lead who can answer questions and guide the team.

5. Celebrate Wins
   Acknowledge when your staff does a great job. Whether it’s a server selling their first bottle of a high-end wine or a rep landing a new account, recognition goes a long way in building morale and motivation.

The Bottom Line

Your frontline staff is the face of your wine program or brand. If you’re not supporting them with the resources, training, and guidance they need, you’re not just making their job harder — you’re making it harder for your business to succeed.

Set them up for success, and you’ll see the difference. Confident, knowledgeable salespeople and servers don’t just sell more wine; they create memorable experiences for your customers and build lasting loyalty for your brand.