Mastering Wine Sales at
the Table
Ben Salisbury
Ste. Michelle Wine Estates
Ben Dewald
The Collins College of Hospitality Management
Cal Poly Pomona University
Ben Salisbury
Ben Salisbury is a twenty-year veteran of the wine
business and for the last seven years has been the
Vice President of Global Account Development for
Ste Michelle Wine Estates; a Woodinville,
Washington based wine company.
 Stimson Lane, a pioneer of winemaking in
Washington State, produces and markets a broad
portfolio of premium wines from acclaimed
vineyards around the world.
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The Ste Michelle portfolio includes Chateau Ste Michelle,
Columbia Crest, Domaine Ste Michelle, Northstar,
Snoqualmie, and Col Solare from Washington; Conn
Creek and Villa Mt Eden from Napa Valley California.
Ben Dewald
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Associate Professor at The Collins School of Hospitality
Management at the California State Polytechnic University,
(Cal Poly) Pomona.
Prior to joining The Collins School in 2002, Ben taught at
The Hong Kong Polytechnic University School of Hotel &
Tourism Management.
Trained in the Dutch, French and Mexican hospitality
industry.
Managed and opened restaurants in California and Hong
Kong, including the Chardonnay at the Registry Hotel across
from the Orange County Airport, Antoine Restaurant at the
Meridien Hotel in Newport Beach, the Dining Room at the
Rancho Mirage Ritz-Carlton, and the Pétrus restaurant on
the 56th floor of the Island Shangri-La in Hong Kong.
Research interests include; Food & Beverage; Tipping;
Training; Cross Cultural Management; Hotel & Restaurant
Management; Tourism, and Educational Management.
Wine Consumer
Core wine drinkers, those who drink wine weekly
or more often, represent just 12.5 % of all U.S.
adults, they consume 86 % of the wine.
 The remaining 14 % of wine consumption is
accounted for by the 13.9 % of adults who are
marginal wine drinkers, those who drink wine
less often than weekly but at least 2-3 times a
month and like wine.
 The occasional wine drinker tends to like wine and
might buy more of it if persuaded to do so
(Moulton & Lapsley, 2001).

Wine Consumer Segments
U.S. Adults - 2003
(Percentages, ages 21 – Plus)
Non-Drinkers 43.0%
Core 12.5%
Marginal 13.9%
Beer/Spirits 30.6%
Source: Merrill Research & Associates
Consumer Segments
(U.S. Adults, ages 21 – Plus)
Millions % Sample % Volume
Core Wine Drinkers
25.4
12.5
86
Marginal Wine Drinkers
28.2
13.9
14
Beer/Spirits Drinkers
62.2
30.6
0
Non-Drinkers
87.2
43.0
0
TOTAL
203.2
100
100
Source: Merrill Research & Associates
How Likely to Order Wine?
(Percentages by restaurant category)
East - West
82
77
61
45
Expensive
Neighborhood
Source: Merrill Research & Associates
44
Casual
42
Order Wine in Casual Chain Restaurant?
(Percentages by age group)
East - West
53
52
46
38 39
39
43
46
37
29
21-29
30-39
40-49
Source: Merrill Research & Associates
50-59
60-Plus
Wine Consumer Segments
U.S. Adults – 2000 v. 2003
87.4
80.8
(Millions, ages 21 – Plus)
63.5 62.2
19.2
25.4
Core
28.8 28.2
Marginal
Source: Merrill Research & Associates
Beer/ Non-Drinker
Spirits
Change in Consumer Segments
2000
–
2003
32%
8%
Core
-2%
Marginal
Source: Merrill Research & Associates
-2%
Beer/
Spirits
Non-Drinker
Selling Wine
During the on-going recession, many restaurant
operators are struggling and the days of
customers buying $100 bottles of wine is over,
at least for the foreseeable future.
 One point is clear, however, ignoring the
potential of your wine program in tough times is
a mistake.
 Laverick (2002) suggests smaller but smarter
wine lists that provide value to bolster wine
sales.

Why (I think) most wine training
for servers fails:
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Too much information is taught that no one
remembers.
Too much emphasis on tasting wine and wine &
food pairing.
Either the trainer knows a lot about wine but
only little about table service or vice versa.
Very few “wine people” know anything at all
about training techniques.
Trainers spend too much time trying to make
servers interested and knowledgeable about
wine instead of teaching them how to just sell it.
No transferable system that sustains a high level
of wine sales month after month.
Teach servers five simple things:
1.
2.
3.
4.
5.
How to know and understand six
different styles of wine.
How to read your restaurant’s wine list as
it relates to these styles.
How to initiate a conversation about wine
at the table.
How to ask the guest powerful questions
about their wine preferences.
How to make a wine recommendation
that “sticks.”
Why this system works:
It’s simple therefore it’s easy to learn and
remember.
 It’s effective because it places the
emphasis on selling not wine knowledge.
 It’s transferable which means it’s great for
multi-unit applications.

I truly believe the following:
A server can tell you how:
 well a Ferrari handles even if he’s
never driven one.
 cold it is in Alaska even if she’s never
been there.
 rich and buttery a Chardonnay is even
if he has never tasted it.
 smooth a Merlot is even if she hates
red wine.
Six Styles of Wine
1. Light, fruity reds
Beaujolais
Gamay
Most Pinot Noir
4. Light, fruity whites and blush
Riesling
German wines
White Zinfandel
2. Medium, smooth reds
Some Pinot Noir
Most Merlot
Some Cabernet
5. Medium, fruity whites
Some Chardonnay
Some Sauvignon Blanc
3. Full, tannic reds
Some Merlot
Most Cabernet
Most Bordeaux
Most Rhone
6. Full, dry whites
Most Chardonnay
Some Sauvignon Blanc
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This list is oversimplified for illustrative
purposes. Of course, if your wine list
warrants it, we would plug in Italian,
Chilean, Australian, and other French
appellations as well.
5 Proven Ways to Initiate a
Conversation About Wine
1.
2.
3.
4.
5.
“Are (any of you / either of you) wine drinkers?”
“Have you seen our selection of wines by the glass?”
“Will you be ordering a bottle if wine this evening?”
“Are you familiar with our wine program?”
“Have you had a chance to look over our wine list?”
Qualify What the Guest Wants by
Asking These Powerful Questions
“Would you prefer red or white wine?”
If red:
“Do you like full-bodied reds or something on the
lighter side?”
 “Are you a Cabernet drinker?”
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If white:

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“Would you like something rich and full-flavored or
something lighter and fruitier?”
“Would you like to order a Chardonnay or something
a little off the beaten path?”
How to Make a
Recommendation that “Sticks”
TECHNIQUE #1 (The “Comforter” Close):
“If you like ______ , you would probably enjoy the ______ .”
TECHNIQUE #2 (The “In-Crowd” Close):
“We serve a lot of the ___________. It is ____________.”
TECHNIQUE #3 (The “Endorsement” Close):
“I really enjoy the ______________. It is ______________.”
**VERY IMPORTANT: After making your recommendation, keep quiet, let the
guest answer, don’t try to bail them out by giving them another minute or
by making more suggestions.
Other Tenets of Training System
Servers must memorize these questions.
Servers must memorize the wine categories.
Servers must memorize several wines from the
wine list in each of the six categories (preferably at
different price points).
 It is not necessary to taste any of the wines to be
able to describe them. This is an advanced skill.
 It is not necessary to know what wines go with
which foods. Most people will drink what they like
no matter what they’re eating.
 A server does not need to like wine in order to be
able to sell wine
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WARNING!
This training system is designed for one purpose
and one purpose only: to help multi-unit
operators to sell more wine. If you are not
happy with your current level of wine sales, you
have come to the right place.
 Do not worry about your servers being too
“pushy.” If trained properly in the use of these
techniques, your staff will become extremely
adept at pleasing your customers by skillfully
helping them select a wine they will enjoy.
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Wine Knowledge
There is no question that you can improve the
results of this training program dramatically by
adding a solid foundation of wine knowledge.
Staff turnover, varying levels of wine knowledge
in your management staff, however, can make
this a difficult goal to achieve. The sales
training is easy to teach and easy to learn.
 I would choose sales training over wine
knowledge every time, but if you have the ability
to train both, you should definitely do so.

ASCEND
a powerful new system for increasing
wine sales in casual restaurants
STIMSON LANE
Vineyards & Estates
CONTENTS
THE NEED
• Why Most Wine Training Fails
• The Special Needs of Multi-Unit, Casual Dining
Operators
• Upselling is “Out,” Service is “In”
THE SYSTEM
•
•
•
•
The Ascend System Defined
The Ascend System – Dialogs
How to Execute The Ascend System
Tips for Success
THE TOOLS
• Training Sheet
• Wine Grid
• Help
WHY MOST WINE TRAINING FAILS
TOO MUCH EMPHASIS ON "WINE KNOWLEDGE“
Truly understanding wine takes a great deal of
time! Wine is NOT a simple subject, it takes many,
many hours to learn.
THE MATERIAL IS TOO COMPLEX, TOO MUCH
INFORMATION
Most wine training is "boring" because too much
information is presented at one time.
FALSELY ASSUMES ONLY "WINE PEOPLE" CAN DO
THE TRAINING
Simple wine sales techniques can be taught by
anyone, regardless of their wine knowledge.
WHY MOST WINE TRAINING FAILS
PRE-SCRIPTED "WINE DESCRIPTIONS" ARE NOT
THE ANSWER
Most servers don’t take the time to memorize them
and even if they did, the descriptions are useless if
the server doesn’t understand the terminology.
WINE VENDORS AND DISTRIBUTORS ARE NOT
ALWAYS EXPERIENCED "TRAINERS“
Effective training is no accident. Casual operators
know this.
TOO MUCH EMPHASIS ON "WINE AND FOOD
PAIRING“
In casual dining, the reality is that people order the
food they like and the drink they like. That’s it. If
you must train on this, keep it as simple as
possible.
THE SPECIAL NEEDS OF
MULTI-UNIT CASUAL DINING
OPERATORS
Employee turnover is higher in casual dining.
Many servers are under the legal drinking age.
Training hundreds of units requires a different
system than training one or two units.
 Competition in casual dining is fierce.
 Training programs need to be highly duplicable.
 Training programs must make very efficient use
of time.
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UPSELLING IS “OUT,”
SERVICE IS “IN”
Increased check averages should be the
natural result of meeting guests’ needs.
 You can’t give the guest what they want if
you don’t know what they want.
 Servers don’t like to “sell” and guests
don’t like being “sold.”
 The real “art” of selling is finding out what
people want and then helping them get it.

THE ASCEND SYSTEM DEFINED
THE ASCEND SYSTEM -DIALOGS
HOW TO EXECUTE THE ASCEND SYSTEM
TIPS FOR SUCCESS
THE ASCEND SYSTEM DEFINED
The Ascend System is designed to address
and overcome the primary reasons why
wine goes unsold in casual restaurants:
1. Servers
are uncomfortable bringing up the
subject of wine at the table.
2. Customers
may lack confidence in their
own wine knowledge, and in the absence
of assistance from the server, may not
order any wine at all.
Instead of squandering valuable training
time trying to teach servers wine knowledge
and food and wine pairing, the Ascend
System focuses on teaching servers how to:
1.
APPROACH…
the table and bring up the subject of wine.
2.
DISCOVER…
what the guests’ wine preferences are (if any).
3.
RECOMMEND…
a wine that meets the guests’ preferences.
STEP 2: DISCOVER…
“Would you prefer red or white wine tonight?”
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IF RED TRY:

IF WHITE TRY:
“Do you like full-bodied reds or something on the lighter
side?”
“Are you a Merlot drinker?”
“Would you like something rich and full-flavored or
something lighter and fruitier?
“Would you like to order a Chardonnay or something a
little off the beaten path?”
STEP 3: RECOMMEND…
TECHNIQUE #1 (The “Comforter” Close):
“If you like ______ , you would probably enjoy the ______ .”
TECHNIQUE #2 (The “In-Crowd” Close):
“We serve a lot of the ___________. It is ____________.”
TECHNIQUE #3 (The “Endorsement” Close):
“I really enjoy the ______________. It is ______________.”
TECHNIQUE #4 (The “Puppy Dog” Close):
“If you don’t like it, I’ll be happy to bring you something
else.”
*VERY IMPORTANT:
 After
making your recommendation,
keep quiet. Let the guest answer.
 Don’t
try to bail them out by giving
them another minute or by making
more suggestions.
HOW TO EXECUTE THE
ASCEND SYSTEM
Schedule a server meeting.
Review with servers the “reasons why wine goes unsold in
restaurants.”
3. Hand out the Wine Grid for your restaurant’s wines.
4. Briefly review the selection of wines your restaurant offers in
terms of color, varietal and style.
5. Hand out the Ascend System training sheet.
6. Review the three steps of the Ascend System with the group.
7. Bring up several of your best servers to role-play in front of the
group first.
8. Then make sure EVERYONE gets a chance to role play. (If the
group is large, break them up into two or three smaller groups and
assign a leader.)
9. Chart the progress of each server in glasses of wine sold per cover
(not dollars, because you will be putting the emphasis on check
average instead of the number of satisfied guests).
10. MAINTENANCE: Make sure new servers are introduced to the
system and review with existing servers at least once per quarter.
1.
2.
TIPS FOR SUCCESS
1. Done correctly, the seminar to train Ascend should not
take more than one hour and it can be completed in as
little as 30 minutes.
2. Role-playing is an essential element for the success of
this system because it gives the server confidence. Do
not skip over this part.
3. Any wine knowledge training that you choose to add will
enhance the Ascend System, but it is not necessary.
4. Recognize that no matter how well or often you train,
80% of your wine sales will always come from 20% of
your servers. There is no perfect world.
5. This system works best when wines on the menu are
listed in ascending order of style, instead of by varietal.
TRAINING SHEET
STEP 1: APPROACH…
“Do we have any wine drinkers at the table?”
“So, who’s the wine expert here?”
“Have you seen our selection of wines by the glass?”
“Are you familiar with our wine program?”
“Have you had a chance to look over our wine list?”
STEP 2: DISCOVER…
“Would you prefer red or white wine tonight?”
IF RED TRY:
“Do you like full-bodied reds or something on the lighter side?”
“Are you a Merlot drinker?”
IF WHITE TRY:
“Would you like something rich and full-flavored or something lighter and fruitier?
“Would you like to order a Chardonnay or something a little off the beaten path?”
STEP 3: RECOMMEND…
TECHNIQUE #1 (The “Comforter” Close):
“If you like ______________ , you would probably enjoy the ______________ .”
TECHNIQUE #2 (The “In-Crowd” Close):
“We serve a lot of the ______________. It is ______________.”
TECHNIQUE #3 (The “Endorsement” Close):
“I really enjoy the ______________. It is ______________.”
TECHNIQUE #4 (The “Puppy Dog” Close):
“If you don’t like it, I’ll be happy to bring you something else.”
*VERY IMPORTANT: After making your recommendation, keep quiet. Let the guest answer.
Don’t try to bail them out by giving them another minute or by making more suggestions.
WINE GRID
Fill in this chart with the wines on your list by putting each
wine in the appropriate category.
Light
B
L
U
S
H
W
H
I
T
E
R
E
D
Medium
Full
HELP
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If you have any questions about putting
together an Ascend training, or if you need
additional materials or assistance, please call us
at 1-888-887-7457.

For more information about Stimson Lane
Vineyards and Estates and our portfolio of
award-winning wines, please visit our website at
www.stimson-lane.com
Thank you.
Wine Sites
http://winemarketcouncil.com/index.asp
 http://www.aboutwines.com/
 http://www.wineanswers.com/
 http://www.vine2wine.com/
 http://www.erobertparker.com/
 http://www.globalaccounts.net/CA_addition
al_docs/Ascend-Web.pdf
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