Geerlings & Wade - Cutting Through the Vines (2,787 words)

Wine sales is very subjective, especially the way Geerlings & Wade operates—selecting featured wines and presenting them to the customer as their wine expert.

"So, there's a very high degree of trust between the customer and the company," Pearce maintains. "Therefore, we can cross-sell and upsell much more readily than you could in other direct marketing businesses, because we are looked at as an expert and a buying agent for our customers."