Start with the right mindset
The customers on your list chose you. They visited the tasting room, bought online or joined the club. A call from the winery is a service they often appreciate, especially when it brings a personal recommendation or early access to a release. The goal of every call is a better relationship, and a sale is often the result.
The five-part call structure
1. A personal opening
Hi Sarah, this is Alex calling from the winery. I see you visited us last spring and took home the Reserve Cabernet. How have you been enjoying it?
Use their name, your name, and something you know about their history with the winery. That one detail tells them this is a real conversation, not a script.
2. Questions before the offer
Ask what they've enjoyed, what they're drinking right now, and whether they have any occasions coming up. Listen more than you talk. Their answers tell you which wines to suggest and whether today is the right day to suggest anything at all.
3. One simple, relevant offer
Since you loved the Reserve, I wanted you to hear first: the new vintage is being released to our best customers this week, with a holiday incentive on six bottles or more.
Keep the offer to a handful of wines and one clear incentive. Too many choices on the phone leads to 'let me think about it'.
4. Handle questions honestly
- 'I have too much wine right now.' Offer to reserve the wine and ship later, or suggest a smaller order.
- 'Can you just email me?' Absolutely. Send it right away and ask if you can follow up on a specific day.
- 'Shipping is expensive.' Explain any shipping incentive, or suggest a quantity that makes it worthwhile.
- 'Not interested.' Thank them sincerely, ask if there's anything they need from the winery, and note their preference.
5. A clear next step
Whether they order or not, end with something concrete: an order confirmation, a follow-up email, an invitation to an upcoming event, or a note to call back in a month. Then record what you learned in your CRM straight away.
Voicemails that get returned
Hi Sarah, it's Alex from the winery. No rush at all — I have a quick note about the new Reserve release I think you'll want to hear. You can reach me directly at this number, and I'll send you a short email too.
Keep it under 30 seconds, sound like a person, and always follow up by email or text so they can reply in whichever way suits them.
What to track
Track calls made, contacts reached, orders and average order value, plus the qualitative notes: favorite wines, complaints, upcoming visits. Those notes are what make your next campaign better than this one.