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1 0 2 V I N E YA R D & W I N E RY M A N A G E M E N T | J u l y - A u g 2 014 w w w. v w m m e d i a . c o m Build a connection. "Spend more time worrying about what they want to hear than what you want to say. Ask your custom- ers open-ended questions to learn more about them." C o n d e n s e y o u r m e s s a g e . "Executive speakers, focus your message around a single theme and then support that theme with no more than three main points. Encourage your teams to do the same. Team meetings, when every- one can share their message in two sentences or less, will be much improved (and shortened)." And finally, Berglund asks: Can you pass the golf course test? "When a visitor goes home and is out on the course with his friends, what does he say about the wineries he visited? Often peo- ple who work at wineries take for home and they repeat those stories to their friends when they're serv- ing the wine that they bought." Look 'em in the eye. "Use your eyes, make eye contact, because people don't really feel like they're being talked to if you don't look at them." Executives should interact. "Think of your presentation as a dialogue with the audience. Make them think they're having an in- depth conversation with you." From Whitehouse: Read the body language. "If I'm in a tasting room and I observe how someone behaves prior to speaking to them, I can modify the way I communicate to better relate. You can adapt to the style of your customer." granted those things that make it different from the wineries down the street. Tell why the owner start- ed this winery. What was the com- pelling thing and what makes this winery unique? Tell a whole bunch of stories to make that unique brand position come to life so that it passes the golf course test." For more information about our sources' public speaking courses, see www.wineindustrysalesedu- cation.com, www.successstrate- giesinc.com and www.evenanerd. com. Susan G. Hauser is a freelance writer based in Portland, Ore., whose lifestyle and business writ- ing appears in a range of publica- tions, from Workforce Management to O, the Oprah Magazine. Comments? Please e-mail us at feedback@vwmmedia.com. PLEASANTVIL GENEVA, MON 7787 Bell Road Windsor, CA 95492 Phone:( 707) 838-2812 Fax: (707) 838-3164 westcoast@prosperocorp.biz West Coast 123 Castleton Street Pleasantville, NY 10570 Phone: (914) 769-6252 Fax: (914) 769-6786 info@prosperocorp.biz 2204 State Route 14 N Geneva, NY 14456-9510 Phone: (315) 719-0480 Fax: (315) 719-0481 geneva@prosperocorp.biz North Corporate Office 1722 SW HWY 18 Suite B McMinnville, OR 97128 Phone: (503) 472-6767 Fax: (503) 472-6768 northwest@prosperocorp.biz Northwest 8100 Trans Canada Hwy Unit I Montreal, Quebec, H4S 1M5 Phone: (514) 336-7117 Fax: (514) 418-2605 canada@prosperocorp.biz Canada Prospero Equipment offers many solutions and customization for all wine, beer, and beverage needs. WINDSOR, CA CRUSHER-DESTEMMERS | CRUSH-PAD | SORTING SYSTEMS | CELLAR EQUIPMENT | PUMPS PRESSES | TANKS | FILTERS | BOTTLING MONOBLOCKS | CORK ELEVATORS SEMI-AUTO & AUTOMATIC LABELERS | CHAMPAGNE SOLUTIONS | MOBILE BOTTLING LINES Prospero Equipment proudly presents WKHQHZ*$,HOHFWURSQXHPDWLFÀOOLQJ system. This is a state of the art machi- QHWKDWFDQÀOOERWKFDUERQDWHGDQG non carbonated products. Main fea- tures include: greater control over the SURGXFWZLWKDPRUHSUHFLVHÀOODXWR- matic adjustments for pressure and WHPSHUDWXUHÁXFWXDWLRQVLQUHDOWLPH and an automatic washing system if DERWWOHVEUHDNVGXULQJÀOOLQJ0DQ\ more features as well please call for additional information.