The wine club is the bread and butter of your business, so selling memberships is priority number one. But many wineries are hesitant to ask for the sale. Join Susie Tucker of VingDirect as she explains the art of selling through connection. VingDirect's BME ("Beginning, Middle, End") technique for selling wine club memberships is the softest sell you'll ever hear. It is guest-centered and focuses on creating a connection with your guest that will leave a lasting impression.