What Professional Services can learn from Australia's elite wineries.

THE POWER OF HERITAGE AND STORYTELLING

A recent trip to the Barossa Valley reaffirmed something I’ve long believed: client experience and how you make people FEEL is everything. Visiting two of the region’s most renowned wineries, Penfolds and Henschke, was more than just about tasting world-class wines. It was a masterclass in branding, client engagement, and the power of storytelling, lessons that professional services firms would do well to embrace.

Walking into Henschke’s historic cellar door was like stepping back in time. The family’s legacy, spanning over 150 years, from the original winemaking equipment on display to the carefully curated stories about the land and vines was top drawer. The depth of history and authenticity was not just communicated, it was felt. The training of the staff doing the tastings and delivering the stories was clear to see and they had an infectious enthusiasm for the brand which is all too often lacking in professional firms such as lawyers, accountants and engineers.

Penfolds, on the other hand, showcased a different kind of storytelling, one built on prestige and innovation. Their tastings were accompanied by narratives of discovery, experimentation from medical tonics and the relentless pursuit of excellence, reinforcing the brand’s standing as a global icon.

We even got to see the basket press in operation during the factory tour. Having seen the effort that goes in you are much more likely to understand and accept the premium pricing.

The more wealthy and experienced brands delivered a far superior client experience in terms of physical surroundings, catering, toilet facilities, car parking and most importantly, the quality of engaged staff and their storytelling. Every element was designed to reinforce their brand’s exclusivity and expertise.

Lesson: Professional services firms, particularly in law, accounting, and consulting, often underplay their own history and expertise. Yet, clients connect with stories. The ability to articulate a firm’s journey, values, and unique strengths in a compelling way can make a powerful impact. What’s your firm’s story? Are you telling it in a way that resonates? These wineries may arguably have a slightly better product than others we visited, but the service experience was the real differentiator. In two cellar doors, no member of staff even tried to engage us!

CREATING A BESPOKE EXPERIENCE

At both wineries, the customer journey was carefully curated. At Henschke, appointments were recommended, ensuring an intimate and highly personalised tasting. One on one time was invested and made us feel truly appreciated. Penfolds offered multiple tiers of experiences, from casual tastings to exclusive, behind-the-scenes tours for high-value customers which we booked on in advance based on the strength of the website!

Lesson: Too many professional services firms take a one-size-fits-all approach to client interactions. But just like wine enthusiasts, clients come with different expectations and needs. Offering tiered levels of engagement, from general insights to highly personalised advisory services, can create deeper connections and enhance perceived value.

EXCLUSIVITY AND PRICING PERCEPTION

One of the most striking lessons came from pricing strategy. At both wineries, there were entry-level wines available for casual buyers, but the real excitement was around the limited-edition, high-end wines. The scarcity and exclusivity created a sense of urgency and desire. No discounts were needed, value was communicated through quality, storytelling, packaging and experience. I saw one visitor buy a $4000 bottle of Grange in a beautifully crafted display box. There is always a market for first class!

These elite wineries were tasting much higher priced wines in the tasting menu, at similar prices to their competitors, and so offerred far better value for money in the try before you buy experience.

Lesson: Professional services firms often struggle with pricing their expertise appropriately. Discounting services can devalue perception, whereas positioning premium offerings for select clients, whether through strategic advisory, exclusive insights, or members only access can elevate value. It’s about ensuring clients see the worth in what you bring, not just the cost.

BUILDING LONG-TERM LOYALTY

Both Henschke and Penfolds excel at turning visitors into long-term advocates. Membership programs, exclusive access to new releases and personalised follow-ups ensure that customers remain engaged well beyond their visit. These wineries aren’t just selling wine; they’re cultivating relationships. We even bought branded glasses and a golf umbrella.

Lesson: Professional services firms should think beyond transactional engagements. How are you nurturing long-term client relationships? Are you keeping clients engaged with valuable insights, exclusive events, or tailored check-ins? True client loyalty isn’t about a single engagement, it’s about continuous value over time.

FINAL THOUGHTS

Visiting these cellar doors reinforced a simple truth: the best brands don’t just sell a product or service. They create an experience. For professional services firms, the same applies. By crafting compelling stories, tailoring client interactions, pricing for value and fostering long-term relationships, firms can create not just clients, but advocates.

After all, whether in fine wine or professional services, the real goal is not just a one off sale, but a lasting impression.