People Want to Be Guided — Customers and Staff Alike
Here’s the thing: people want to be guided. Whether it’s customers deciding on a wine or staff learning how to confidently recommend one, most people don’t want to be left on their own to figure it out. They’re looking for someone to show them the way, to offer a bit of expertise, and to make the experience easier and more enjoyable.
This need for guidance is something we often underestimate in the wine industry. But it’s also one of the biggest opportunities to create connection, loyalty, and trust.
Customers Want Confidence
Walking into a wine shop or sitting down at a restaurant with an extensive wine list can be overwhelming. Even seasoned wine drinkers can feel uncertain about what to choose.
When a customer asks for help, they’re not just looking for a recommendation — they’re looking for confidence. They want to feel reassured that what they’re ordering is a great choice, that it’ll pair well with their meal, or that it’s worth the price.
This is where the right guidance can make all the difference. A well-trained server who can listen to the guest, ask thoughtful questions, and make a tailored suggestion transforms the interaction from stressful to enjoyable. That guidance creates trust, and trust creates repeat customers.
Staff Want Confidence, Too
The same goes for your team. Many restaurant staff members, even in high-end settings, don’t feel confident talking about wine. They know the basics — maybe a few varietals or some crowd-pleasers — but they’re hesitant to dive deeper for fear of saying the wrong thing.
Without guidance, they default to the safe route: recommending the same few wines or steering customers toward whatever’s easiest to describe. And while that might get the job done, it doesn’t create memorable experiences or drive sales.
When you invest in training that equips your team with the tools and confidence to guide customers effectively, everything changes. They’re not just delivering a service; they’re sharing a story, creating connections, and building a sense of pride in their role.
The Ripple Effect of Guidance
When staff are empowered to guide customers, everyone benefits:
Customers leave feeling cared for and excited about their experience.
Staff feel more confident and valued, which improves morale and reduces turnover.
Your business sees higher wine sales, better guest satisfaction, and more loyal customers.
It’s a simple cycle: guidance breeds confidence, and confidence drives results.
How to Create a Culture of Guidance
Invest in Training
Give your team the tools they need to guide customers effectively. Focus on practical knowledge — like how to talk about terroir, pair wines with food, or describe wines in approachable terms.
Encourage Questions
Both customers and staff will have questions. Make sure your team knows it’s okay to ask for help and encourage them to create a space where customers feel comfortable doing the same.
Lead by Example
Managers and leaders should model the kind of guidance they expect from their team. When staff see you confidently explaining a wine’s story or helping a customer navigate the list, they’ll follow suit.
Celebrate Wins
Recognize when your team does a great job guiding a guest or making a stellar wine recommendation. Positive reinforcement goes a long way in building a culture of confidence and curiosity.
People Crave Connection
At its core, guidance is about connection. It’s about saying, “I’m here to help you navigate this experience.” Whether it’s a customer choosing a wine or a staff member learning how to recommend one, that connection is what keeps people coming back.
When we meet that need for guidance — with authenticity and expertise — we don’t just sell wine. We create moments that people remember, and those moments are what make a business thrive.
Let’s stop leaving people to figure it out on their own. Let’s guide them, with confidence and care. That’s how we turn transactions into relationships and ordinary experiences into exceptional ones.
