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Observations from a novice: Week 3: Risk takers... adventurers, I salute you!

Published:  17 September, 2008

It can be a thankless, lonely, stressful job, that of the wine sales person.Endless calls repeating the same introductory spiel, each time trying to inject the energy of someone with a new exciting story to tell, this is a lonely place. The increased repetition, which can sometimes give way to inappropriate bouts of self amusement (as there is often no one to share the embarrassment with!), as one is passed from person to person, asked to repeat information again, put on hold, or shame of shames, inadvertently speak to someone already spoken to.

It can be a thankless, lonely, stressful job, that of the wine sales person.Endless calls repeating the same introductory spiel, each time trying to inject the energy of someone with a new exciting story to tell, this is a lonely place. The increased repetition, which can sometimes give way to inappropriate bouts of self amusement (as there is often no one to share the embarrassment with!), as one is passed from person to person, asked to repeat information again, put on hold, or shame of shames, inadvertently speak to someone already spoken to.

There is also the stress of the pregnant pause which follows the said speech; the moment of anticipation when all your hopes of a good conversation, a curious buyer, a potential sale build up in a heart racing split second before the response comes. And then the rest of the call, which can range across the emotional spectrum from elation to depression in one condensed period of highly charged time.

It is because of these bizarre emotional moments which fill my day that I would like to say thank you to those of you who see something rare and taste something good, and welcome it into your fold to share and enjoy with your friends, colleagues and customers.

Places like Jane Cuthbertson's Barrica Wines in Preston, where, at times, such is the eagerness and interest of her customers, we have run tastings of our wines and found ourselves fighting for air time from customers debating the merits of certain grape varieties over others. (I truly believe that Jane's knowledgeable yet down-to-earth approach that creates a wonderfully relaxed environment where customers want to learn, try new things and trust her judgement which ultimately makes her successfully sell a variety of wines from across the world to a customer base as wide in knowledge as distance from her shop.) When Jane first met us, there was no reason to like us or our wines but thankfully, she liked both. Taking a risk, she took on a number of our wines and because of her willingness to share our wines and challenge her customers to try something new, has, in a few short months generated repeat orders.

Thanks also to Vinopolis, who, (despite, for health and safety reasons, filing for future reference my suggestion to have a live donkey theme our area of the experience) have just taken on some of our lovely wine, which means that our vineyards Domaine des Tourelles and Clos de Cana are now flying the flag for Lebanon at Vinopolis. The knowledge that thousands of people will potentially try our wines over the next year is just beyond exciting.

It is so encouraging to know and meet wine merchants who, despite the challenges of running a business, still love wine, love to try something new and still want to encourage their customers to stretch their taste buds just a little bit further. I have learned that when wine is good, even if unknown, it will sell, just as long as you tell people it's there. Don't let the credit crunch get you down. If there are fewer customers, spend more time with them, make them feel glad that they came, give them something new to try, lift their spirits because when this economic blip passes, and it will, they will remember it. And lets face it, if it is going to take months to get some insulation in our houses and enjoy those promised lower energy bills, a few bottles of wine is a guaranteed short term solution to warmth and merriment through the winter!

Lucy Khoneizer is the owner of new (and hopefully very successful) company, Lebanese Fine Wines.

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