The worst word in the wine business is…drum roll please…the appointment.
May I have an appointment?
Imagine looking at your email and having 25 plus people email you requesting the same thing: an appointment.
Appointments are for dentists, therapists, and proctologists.
I wish I could jettison this word forever. It immediately brings a strong connotation of a bothersome necessity that belongs to the old postal service model of sales in the beverage sales game. So, why did we decide to use this word? A question for the ages.
An appointment is supposed to be a dialogue, an interchange, a discovery, a connection, a first dance, a new direction. A new opportunity to see something beyond what is in front of you.
I have said this often: appointments are highly overrated – but if you want to do one, fine – just make sure it means something more than an appointment.