ASCENDASCEND

a powerful new system for increasinga powerful new system for increasing

wine sales in casual restaurantswine sales in casual restaurants

STIMSON LANESTIMSON LANEVineyards & EstatesVineyards & Estates

CONTENTSCONTENTSTHE NEEDTHE NEED

• • Why Most Wine Training FailsWhy Most Wine Training Fails• • The Special Needs of Multi-Unit, Casual The Special Needs of Multi-Unit, Casual

Dining OperatorsDining Operators• • Upselling is “Out,” Service is “In”Upselling is “Out,” Service is “In”

THE SYSTEMTHE SYSTEM• • The Ascend System DefinedThe Ascend System Defined• • The Ascend System – DialogsThe Ascend System – Dialogs• • How to Execute The Ascend SystemHow to Execute The Ascend System• • Tips for SuccessTips for Success

THE TOOLSTHE TOOLS• • Training SheetTraining Sheet• • Wine GridWine Grid• • HelpHelp

WHY MOST WINE TRAINING WHY MOST WINE TRAINING FAILSFAILS

TOO MUCH EMPHASIS ON "WINE KNOWLEDGE“ TOO MUCH EMPHASIS ON "WINE KNOWLEDGE“ Truly understanding wine takes a great deal Truly understanding wine takes a great deal of time! Wine is NOT a simple subject, it of time! Wine is NOT a simple subject, it takes many, many hours to learn.takes many, many hours to learn.

THE MATERIAL IS TOO COMPLEX, TOO MUCH THE MATERIAL IS TOO COMPLEX, TOO MUCH INFORMATION INFORMATION Most wine training is "boring" because too Most wine training is "boring" because too much information is presented at one time.much information is presented at one time.

FALSELY ASSUMES ONLY "WINE PEOPLE" CAN FALSELY ASSUMES ONLY "WINE PEOPLE" CAN DO THE TRAINING DO THE TRAINING Simple wine sales techniques can be taught Simple wine sales techniques can be taught by anyone, regardless of their wine by anyone, regardless of their wine knowledge.knowledge.

WHY MOST WINE TRAINING WHY MOST WINE TRAINING FAILSFAILS

PRE-SCRIPTED "WINE DESCRIPTIONS" ARE NOT PRE-SCRIPTED "WINE DESCRIPTIONS" ARE NOT THE ANSWER THE ANSWER Most servers don’t take the time to Most servers don’t take the time to memorize them and even if they did, the memorize them and even if they did, the descriptions are useless if the server doesn’t descriptions are useless if the server doesn’t understand the terminology.understand the terminology.

WINE VENDORS AND DISTRIBUTORS ARE NOT WINE VENDORS AND DISTRIBUTORS ARE NOT ALWAYS EXPERIENCED "TRAINERS“ ALWAYS EXPERIENCED "TRAINERS“ Effective training is no accident. Casual Effective training is no accident. Casual operators know this.operators know this.

TOO MUCH EMPHASIS ON "WINE AND FOOD TOO MUCH EMPHASIS ON "WINE AND FOOD PAIRING“ PAIRING“ In casual dining, the reality is that people In casual dining, the reality is that people order the food they like and the drink they order the food they like and the drink they like. That’s it. If you must train on this, keep like. That’s it. If you must train on this, keep it as simple as possible.it as simple as possible.

THE SPECIAL NEEDSTHE SPECIAL NEEDS OF OF MULTI-UNIT CASUAL DINING MULTI-UNIT CASUAL DINING

OPERATORSOPERATORS Employee turnover is higher in casual dining.Employee turnover is higher in casual dining. Many servers are under the legal drinking Many servers are under the legal drinking

age.age. Training hundreds of units requires a Training hundreds of units requires a

different system than training one or two different system than training one or two units.units.

Competition in casual dining is fierce.Competition in casual dining is fierce. Training programs need to be highly Training programs need to be highly

duplicable.duplicable. Training programs must make very efficient Training programs must make very efficient

use of time.use of time.

UPSELLING IS “OUT,” UPSELLING IS “OUT,” SERVICE IS “IN”SERVICE IS “IN”

Increased check averages should be Increased check averages should be the natural result of meeting guests’ the natural result of meeting guests’ needs.needs.

You can’t give the guest what they You can’t give the guest what they want if you don’t know what they want if you don’t know what they want.want.

Servers don’t like to “sell” and Servers don’t like to “sell” and guests don’t like being “sold.”guests don’t like being “sold.”

The real “art” of selling is finding out The real “art” of selling is finding out what people want and then helping what people want and then helping them get it.them get it.

THE ASCEND SYSTEM DEFINEDTHE ASCEND SYSTEM DEFINED

THE ASCEND SYSTEM -DIALOGSTHE ASCEND SYSTEM -DIALOGS

HOW TO EXECUTE THE ASCEND HOW TO EXECUTE THE ASCEND SYSTEMSYSTEM

TIPS FOR SUCCESSTIPS FOR SUCCESS

THE ASCEND SYSTEM THE ASCEND SYSTEM DEFINEDDEFINED

The Ascend System is designed to The Ascend System is designed to address and overcome the primary address and overcome the primary reasons why wine goes unsold in reasons why wine goes unsold in casual restaurants:casual restaurants:

1.1.Servers are uncomfortable bringing Servers are uncomfortable bringing up the subject of wine at the table.up the subject of wine at the table.

2.2.Customers may lack confidence in Customers may lack confidence in their own wine knowledge, and in the their own wine knowledge, and in the absence of assistance from the absence of assistance from the server, may not order any wine at all.server, may not order any wine at all.

Instead of squandering valuable Instead of squandering valuable training time trying to teach servers training time trying to teach servers wine knowledge and food and wine wine knowledge and food and wine pairing, the Ascend System focuses on pairing, the Ascend System focuses on teaching servers how to:teaching servers how to:

1.1. APPROACH…APPROACH…the table and bring up the subject of the table and bring up the subject of

wine.wine.

2.2. DISCOVER…DISCOVER…what the guests’ wine preferences are (if what the guests’ wine preferences are (if

any).any).

3.3. RECOMMEND…RECOMMEND…a wine that meets the guests’ a wine that meets the guests’

preferences.preferences.

STEP 1: STEP 1: APPROACH…APPROACH…

““Do we have any wine drinkers at the Do we have any wine drinkers at the table?”table?”

““So, who’s the wine expert here?”So, who’s the wine expert here?”

““Have you seen our selection of wines by Have you seen our selection of wines by the glass?”the glass?”

““Are you familiar with our wine program?”Are you familiar with our wine program?”

““Have you had a chance to look over our Have you had a chance to look over our wine list?”wine list?”

STEP 2: STEP 2: DISCOVER…DISCOVER…

““Would you prefer red or white wine Would you prefer red or white wine tonight?”tonight?”

IF RED TRY:IF RED TRY:““Do you like full-bodied reds or something on the Do you like full-bodied reds or something on the

lighter side?”lighter side?”““Are you a Merlot drinker?”Are you a Merlot drinker?”

IF WHITE TRY:IF WHITE TRY:““Would you like something rich and full-flavored Would you like something rich and full-flavored

or something lighter and fruitier?or something lighter and fruitier?““Would you like to order a Chardonnay or Would you like to order a Chardonnay or

something a little off the beaten path?”something a little off the beaten path?”

STEP 3: STEP 3: RECOMMEND…RECOMMEND…

TECHNIQUE #1 (The “Comforter” Close):TECHNIQUE #1 (The “Comforter” Close):““If you like ______ , you would probably enjoy the If you like ______ , you would probably enjoy the

______ .”______ .”

TECHNIQUE #2 (The “In-Crowd” Close):TECHNIQUE #2 (The “In-Crowd” Close):““We serve a lot of the ___________. It is ____________.”We serve a lot of the ___________. It is ____________.”

TECHNIQUE #3 (The “Endorsement” Close):TECHNIQUE #3 (The “Endorsement” Close):““I really enjoy the ______________. It is ______________.”I really enjoy the ______________. It is ______________.”

TECHNIQUE #4 (The “Puppy Dog” Close):TECHNIQUE #4 (The “Puppy Dog” Close):““If you don’t like it, I’ll be happy to bring you If you don’t like it, I’ll be happy to bring you

something else.”something else.”

*VERY IMPORTANT:*VERY IMPORTANT:

After making your After making your recommendation, keep quiet. Let recommendation, keep quiet. Let the guest answer.the guest answer.

Don’t try to bail them out by Don’t try to bail them out by giving them another minute or by giving them another minute or by making more suggestions.making more suggestions.

HOW TO EXECUTE THE HOW TO EXECUTE THE

ASCEND SYSTEMASCEND SYSTEM 1.1. Schedule a server meeting.Schedule a server meeting.2.2. Review with servers the “reasons why wine goes unsold in Review with servers the “reasons why wine goes unsold in

restaurants.”restaurants.”3.3. Hand out the Wine Grid for your restaurant’s wines.Hand out the Wine Grid for your restaurant’s wines.4.4. Briefly review the selection of wines your restaurant offers in Briefly review the selection of wines your restaurant offers in

terms of color, varietal and style.terms of color, varietal and style.5.5. Hand out the Ascend System training sheet.Hand out the Ascend System training sheet.6.6. Review the three steps of the Ascend System with the group.Review the three steps of the Ascend System with the group.7.7. Bring up several of your best servers to role-play in front of Bring up several of your best servers to role-play in front of

the group first.the group first.8.8. Then make sure EVERYONE gets a chance to role play. (If the Then make sure EVERYONE gets a chance to role play. (If the

group is large, break them up into two or three smaller group is large, break them up into two or three smaller groups and assign a leader.)groups and assign a leader.)

9.9. Chart the progress of each server in glasses of wine sold per Chart the progress of each server in glasses of wine sold per cover (not dollars, because you will be putting the emphasis cover (not dollars, because you will be putting the emphasis on check average instead of the number of satisfied guests).on check average instead of the number of satisfied guests).

10.10.MAINTENANCE: Make sure new servers are introduced to the MAINTENANCE: Make sure new servers are introduced to the system and review with existing servers at least once per system and review with existing servers at least once per quarter.quarter.

TIPS FOR SUCCESSTIPS FOR SUCCESS1.1. Done correctly, the seminar to train Ascend Done correctly, the seminar to train Ascend

should not take more than one hour and it can be should not take more than one hour and it can be completed in as little as 30 minutes.completed in as little as 30 minutes.

2.2. Role-playing is an essential element for the Role-playing is an essential element for the success of this system because it gives the server success of this system because it gives the server confidence. Do not skip over this part.confidence. Do not skip over this part.

3.3. Any wine knowledge training that you choose to Any wine knowledge training that you choose to add will enhance the Ascend System, but it is not add will enhance the Ascend System, but it is not necessary.necessary.

4.4. Recognize that no matter how well or often you Recognize that no matter how well or often you train, 80% of your wine sales will always come train, 80% of your wine sales will always come from 20% of your servers. There is no perfect from 20% of your servers. There is no perfect world.world.

5.5. This system works best when wines on the menu This system works best when wines on the menu are listed in ascending order of style, instead of are listed in ascending order of style, instead of by varietal.by varietal.

TRAINING SHEETTRAINING SHEETSTEP 1: APPROACH…STEP 1: APPROACH…““Do we have any wine drinkers at the table?”Do we have any wine drinkers at the table?”““So, who’s the wine expert here?”So, who’s the wine expert here?”““Have you seen our selection of wines by the glass?”Have you seen our selection of wines by the glass?”““Are you familiar with our wine program?”Are you familiar with our wine program?”““Have you had a chance to look over our wine list?”Have you had a chance to look over our wine list?”STEP 2: DISCOVER…STEP 2: DISCOVER…““Would you prefer red or white wine tonight?”Would you prefer red or white wine tonight?”IF RED TRY:IF RED TRY:““Do you like full-bodied reds or something on the lighter side?”Do you like full-bodied reds or something on the lighter side?”““Are you a Merlot drinker?”Are you a Merlot drinker?”IF WHITE TRY:IF WHITE TRY:““Would you like something rich and full-flavored or something lighter and fruitier?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?”Would you like to order a Chardonnay or something a little off the beaten path?”STEP 3: RECOMMEND…STEP 3: RECOMMEND…TECHNIQUE #1 (The “Comforter” Close):TECHNIQUE #1 (The “Comforter” Close):““If you like ______________ , you would probably enjoy the ______________ .”If you like ______________ , you would probably enjoy the ______________ .”TECHNIQUE #2 (The “In-Crowd” Close):TECHNIQUE #2 (The “In-Crowd” Close):““We serve a lot of the ______________. It is ______________.”We serve a lot of the ______________. It is ______________.”TECHNIQUE #3 (The “Endorsement” Close):TECHNIQUE #3 (The “Endorsement” Close):““I really enjoy the ______________. It is ______________.”I really enjoy the ______________. It is ______________.”TECHNIQUE #4 (The “Puppy Dog” Close):TECHNIQUE #4 (The “Puppy Dog” Close):““If you don’t like it, I’ll be happy to bring you something else.”If you don’t like it, I’ll be happy to bring you something else.”*VERY IMPORTANT: *VERY IMPORTANT: After making your recommendation, keep quiet. Let the guest answer.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.Don’t try to bail them out by giving them another minute or by making more suggestions.

WINE GRIDWINE GRID

LightLight MediumMedium FullFullBB

LL

UU

SS

HH

WW

HH

II

TT

EE

RR

EE

DD

Fill in this chart with the wines on your list by putting Fill in this chart with the wines on your list by putting each wine in the appropriate category.each wine in the appropriate category.

HELPHELP If you have any questions about putting If you have any questions about putting

together an Ascend training, or if you need together an Ascend training, or if you need additional materials or assistance, please additional materials or assistance, please call us at 1-888-887-7457.call us at 1-888-887-7457.

For more information about Stimson Lane For more information about Stimson Lane Vineyards and Estates and our portfolio of Vineyards and Estates and our portfolio of award-winning wines, please visit our award-winning wines, please visit our website at website at www.stimson-lane.comwww.stimson-lane.com

Thank you.Thank you.