There are things your customers need to know. There are other things they want to know. And there is a fundamental difference.

NEEDS

For a restaurant, your customer needs to know when you’re open and closed. They need to know how to get there, and if there is any construction in the way. They need to know if you’re suddenly closed for some reason (private party, power outage, etc.). They need to know they can depend on you.

For a wine retailer, your customer needs to know when you’re open or closed. They need to know if you have the big sale of the year on right now (you don’t want them showing up the day after, mad). They need to know you’re the right choice for their wine selections because of what you bring to the experience (think about that … do you have a statement or manifesto?). They need to know they can depend on you.

For a wine wholesaler, the list grows. Your customer needs to know if their rep is on vacation, if they are being posted by the state for non-payment, if you are running low on their featured wine (if you’re out the damage is done), if the delivery truck broke down, if you just picked up a new brand or portfolio. They need to know they can depend on you.

WANTS

For a restaurant, your customer wants to know about your Happy Hour. They want to know your new features. They want to know what makes you distinctive. They want to know about reviews and good comments on social media (for it justifies why they love you and spend money on you). They want to know what you think is the best bargain on your wine list. They want you to choose things for them.

For a wine retailer, your customer wants to know what is new, shiny, hip, hot, limited, and awesome. They want to know what is being poured for sampling and when exactly that is. They want to know about a one week special on an amazing wine that just arrived. They want to know their favorite wine retailer is traveling and finding new wines and getting educated. They want you to choose things for them.

For a wholesaler, your customer wants to know what you think. They want you to be thinking of them when you taste a particular wine. They want choice, but not too much choice. They want attention. They want to know about the special by the glass price on that awesome Sauvignon Blanc you tried two months ago. They want to know they are the only retailer on that side of town with that particular wine. They want you to keep track of massive amounts of information for them. They want you to choose things for them.

TAKE NOTE …

… the last sentence is the same for all the Needs, and it’s the same for all the Wants. It doesn’t matter what you do in the wine business, or even what industry you are in. The Needs and the Wants are always there.

They need to know they can depend on you.

They want you to choose things for them.