Affinity Bias in Tasting Rooms

Washington Winegrowers ConferenceFebruary 6, 2018

Marilyn Hawkins, Hawkins & Company PR

In My Dreams….

Step Into Another Dimension

Pick a Pink @ Hermès Paris

Affinity Markers• Age• Gender• Ethnicity• Race• Clothing• Adornments• Body Type, Height

• Engagement Level• Speech Pattern• Accent• Wine Preferences• Choice of Transit• Lots o’ Others

People Like People Like Themselves

It’s Good to Talk to Strangers

And the stranger, the better

Who Goes to TRs?

Unconscious Personal Discrimination

“This happens when you don't realize that you're letting your discomfort with some characteristic – whether it be race, weight, or voter registration – cause you to unwittingly blackball an otherwise worthy customer.” -- Megan McArdle, The Atlantic

Stereotyping, yah

Emotional Resonance”I’ve learned that people will forget what you said, and people will forget what you did….

But they’ll never forget how you made them feel.”

-- Maya Angelou

Dealing With Biases

• Know it• Own it• Punch it down

A Dozen Do’s & Not-Do’s

Hire for Attitude, Train for Skill

The Friend-Maker: A Smile

Don’t Profile Too Early• Price Driven. “I believe I can buy a good wine without

spending a lot.” (21%)• Everyday Loyals. “I drink wine regularly and when I

find a brand I like, I stick with it.” (20%)• Overwhelmed. “Wine doesn’t play an important role

in my life – and I find shopping for it complex and overwhelming.” (19%)

Don’t Profile Too Early• Image Seekers. “How others perceive me is important. I

want to make sure the wine I choose says the right thing about me.” (18%)

• Engaged Newcomers. “I’m young and new to an intimidating category. Wine’s a big part of my socializing and I want to learn more.” (12%)

• Enthusiasts. “I love everything about wine. I love researching purchases, reading reviews, discussing/ drinking/sharing it with others.” (10%)

Spread Yourself Around

Be Drawn to The Other

Ask Legit Questions

• What brings you in today?• Have you visited here before?• What can we do to make your visit as

enjoyable as possible?• Any questions for me before we start tasting?

Tell Me More….

Get Them Talking…to Each Other

Comfort leads to fewer defenses, then to• Greater interest• Sampling and inquiry• Purchase• Preference, advocacy

The Concept of Social Proof

Given choices, people tend to drift toward the places that attract other people.We assume there must be something good and worthwhile there, and we trust the crowd to know something we don’t. FOMO!

Social Proof in Action

Activity Drives Comfort

Connect the Disconnected

• “How about those Seahawks!” • “What else is on your schedule today?”• “What do you like most about…....?”• “Want a quick tour of our vineyard?”

Have Some Fun

Have Some More Fun

Disagree Agreeably

• “Hmmm, I’ve never heard that before….”• “Could I share a somewhat different

perspective?”• “Answering that is way above my pay grade.”

Do this out of earshot!

A Few Final Thoughts

• Customer service role-plays in job interviews• Constantly have “How do we appreciate

THIS person?” discussions• Consider a Mystery Shopper program

Final, Final Thoughts

Thanks!