Choosing the Perfect Argentine Red Wine: A Job Aid

By Nadia Zaid
Introduction The previously completed performance analysis focused on a vinoteca (a high-end wine shop) in Mendoza, Argentina, the wine producing epicenter of Argentina and the Malbec capital of the world. Recently, in an intelligent competitive maneuver, they started contracting with several local tourism agencies to be a stop on their daily tours. Two to three times per day, groups of 20 to 30 people flood into the store and are there for 20 to 30 minutes. There are two sales people and a cashier working during these times. While foot traffic in the store had increased drastically, sales had not grown as much as the owner anticipated. The Performance Analysis focused on how to grow sales during these bursts of business, without hiring additional sales people. The audience for this job aid is a group of eight sales people (SPs). All are female Mendocinas between the ages of 19 and 24, who have limited work experience and little or no sales experience. The results of the gap analysis showed skills/knowledge barriers in the following areas: SPs were unable to identify customer needs in order to guide them to a purchase. SPs did not know how to make a sale in an efficient manner. Due to extensive amounts of wine information, SPs did not possess the knowledge necessary to help customers make an intelligent purchase, nor did they know what information was pertinent to learn. Additionally, the analysis revealed deficits in motivation, as SPs were lacking in confidence, due to lack of knowledge and experience, as well as insufficient incentives and unclear expectations from the owner. Analysis Techniques Research regarding the information to be contained within the job aid began online. Following this initial research, meetings were conducted with several Subject Matter Experts (SME). One of the SMEs has a wealth of knowledge about Mendoza wines accumulated during four years working in marketing for a well-known Mendoza wine company, and the other has five years experience in both retail and international wine sales. Additionally, online research was conducted to gather information on flow chart formats, and a meeting was conducted with an SME who has experience in both the wine industry and data entry and organization. Having this SME, who processes information differently than most, was a valuable resource for debating formatting ideas and brainstorming pertinent information. Additional input from the audience was also taken into account before the design process began. Initially the job aid was to be made in Spanish, since all of the SPs are native Spanish speakers. However, during a brief meeting, an astute SP brought to light that having the job aid in English would serve a dual purpose of providing the SP with key vocabulary words as well as aiding with the sale. Though all SPs speak English at least at an intermediate level, wine vocabulary between the two languages can be illusive and difficult to translate, as many words dont translate directly. Other SPs were not so keen on this idea and were concerned that having the job aid in English would be difficult to use. After receiving this valuable feedback, it was decided that the job aid would be designed in both English and Spanish so that SPs could

test both and decide for themselves which they were more comfortable with. Lastly, once the final draft of the English job aid was complete, a translator who specializes in wine industry translations was consulted to assist in finalizing the wording for the Spanish version of the document. Objectives The attached job aid was created in a flow chart format with the intention of streamlining the sales process and providing SPs with a method by which to guide customers to a decision. A job aid, accompanied with training, was the chosen solution for the skills/knowledge gap. Since wine knowledge is so multifaceted, expecting the SPs to remember all of it was determined to be too complex a task. The stated objective for the job aid is as follows: Given the Choosing the Perfect Argentine Wine job aid and a customer, SP will be able to ask questions that will guide the customer to a selection in four minutes or less. Pilot Test Before the job aid was put into place, it was imperative that training be held. Attendance was required by the owner and seven of eight SPs showed up for the training. Training started with a review of the new incentive structure that had been put into place the previous week and a reminder that the objective of the job aid was to help sell more wine in less time. Some quick math was done on the board to show how much extra money could be earned with the new incentive structure. After showing them specifically how much extra money could be earned the SPs were a captive audience. When the job aid was passed out, initially only in English, the SPs seemed to be intimidated by all the lines. As planned, the training quickly transitioned into a role-play and demonstration of the usefulness of the aid. A student was asked to come forward and role-play the part of a customer, while the instructor played the part of the SP. After walking the customer through a successful sale, the SPs were eager to try using it on their own. A general overview of the job aids structure was given before breaking into groups. Fifteen minutes were spent role-playing as the instructor circulated, answering questions, and providing support. At the end of fifteen minutes, SPs were excited and full of positive feedback. All of them said that they had fun using it. Other feedback given included: I think Ill feel more confident, because Ill know what to say. Once you know what youre doing, the lines are easy to follow. It gave me intelligent things to ask and answer. This is so cool! Im going to give a copy to my mom. This is a very helpful thought process for me. The taste preference section is great. Its not something I seem to remember in any particular wine, so this straight away gives me a structure to work with. *Feedback has been translated and paraphrased, but the sentiment was not changed. Feedback was given regarding minor changes in line direction and wording of the job aid. Paper copies were provided to each SP and extras were put next to the cash register. SPs were asked to use the aid for at least one shift during the remainder of the week then fill out a short questionnaire.
Figure 1.1 Copy of SP survey *Size of cells adapted for report formatting

Question Do you have any questions? Was the next step in the flow chart unclear at any point?

Y/N

Comments

Was the job aid difficult to use while interacting with customers? Did the order of questions make sense? Is there too much or not enough information? Is the wording clear? Will you use this chart on a regular basis? If not, please comment on why. Did circumstances arise that were not covered in the job aid? Pilot Test Interpretations and Revisions The feedback provided by the surveys was positive. According to initial feedback from the owner and SPs, the job aid successfully accomplished the stated objective. SPs stated that after using the chart a couple of times they became comfortable with it and found it helpful. The owner didnt have exact sales numbers from the four day time period, during which he stated that the majority of SPs always had the aid in hand, but he did say that he felt confident that the chart would assist in increasing sales and helpi ng the SPs to sound more professional. Revisions that were added to the final draft include the following: The varietals were changed from grey to wine color as they are suggestions and the Key denotes that suggestions will be indicated by a wine color. A quick reference box was added with a short list of key boutique and iconic bodegas. Per the suggestion of an SME, an if you likethen youll like section was added to the quick reference box, as the flavor profile of some Mendoza wines are different than in other parts of the world. The two varietals in the box were chosen based on conversations with several SPs. Solution System The table below outlines the complete solution system, indicating specific barriers that exist to optimal performance, suggested solutions, and implications determined by the initial performance analysis, as well as feedback from the job aid pilot test.
Figure 1.2 Recommended solution system

Driver Skill/Knowledge
Identification of Customer Needs; Speed of Sale; Too Much Information Motivation Lacking Confidence Incentives Insufficient Environment

Suggested Solution
Provide each SP with a laminated copy of the job aid in both English and Spanish. (Additional copies will be found at the cash register) SPs will be provided with a job aid and will participate in a short training on how to handle questions not covered on the flow chart. An incentive structure will be put into place that will give commissions to SPs performing at or above expectations. A meeting will be held to clarify expectations. SPs will be informed of sales goals and new incentive structure via a verbal presentation, a one-sheeter, and a sign next to the time clock.

Implication
The job aid, titled Choosing the Perfect Argentine Wine will assist SP in meeting the needs of the customer in an efficient and concise manner. This additional training was decided upon based on feedback from the SP survey

Based on conversations with SPs during the initial audience analysis in which all SPs stated that commissions would be a strong incentive.

Unclear Expectations

During the initial analysis, it was determined that SPs were unaware of exactly what was expected of them with regards to selling.

START HERE Red or White?

Argentine Red Wine

(Varietal | Quality | Label)

choosing the perfect

Purpose?

Keep & Drink

Taste Preference?

Fruit Forward Give as a gift! racy ripe & juicy spicy

Classic structured earthy dark

Intense complex powerful

Red Malbec (the signature grape of Mendoza) White

pr an i

na rd a

Pi no tN

ec

ke d

er Ca b
Purpose?

ne tS

oi r

Wine Bu To enjoy... ...as a souvenir ...on a special occasion

er lo

Te m

Sy ra h

alb

Bo

To collect

Novice

easy drinking to pair with food see: Choosing the Perfect Argentine White Wine to collect
KEY
question answer recommendation

entry level mid-level

high end (better ageability for collectors)

Would they prefer something...

QUICK REFERENCE
*The avor pro le of some of Mendoza's wines are di erent than in other parts of the world:
If you like... .
California Cab. Red Zinfandel

boutique bodegas:

iconic bodegas:

then you'll like...

Mendoza Cab. Franc spicy Mendoza Syrah

Achaval Ferrer Bodega Bressia Carmelo Patti Via Cobos

Catena Zapata Familia Zuccardi Salentein

...Unique? Boutique Bodega ...Well-known? Iconic Bodega

Oa

Ca b

er

au vig no ne n tF ra nc

Who is it for?
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