Home Wine Business Editorial E Column New Research on Influencing Customers

New Research on Influencing Customers


E Column

Well, I have been doing a lot of reading and thinking lately. I have been on the road quite a bit, which due to the great winter weather and mechanical problems with planes has left me with plenty of time to think about marketing, sales, customer service and all the things I spend my time thinking about.  This additional thinking time and some interesting research I have come across has led me to some new conclusions.

As many of you know, I have often said that it’s not all about the product! That success is mostly about how you treat the customers, though this new research that I have following in the latest business books and magazines while hanging around airports has me considering a change in my attitudes.

One book, “The Convoluted Mind Of The Average Consumer” by Y.Q. Bhoolzmann is showing that customers don’t really take into consideration the information given to them by the salespeople or by the way they are treated. They primarily make up their minds through a convoluted series of thoughts and ideas, that they may have misconstrued or come to arbitrarily.

The research also shows that consumers are more interested in the shape of the packaging than any other facet of the look of the product and that the mostly prefer angular rather than rounded shapes.

However, by far the most interesting fact that came to light in all this new research is the fact that’s it’s April 1st today… April Fool.  (Sorry I couldn’t resist)

A tip of the glass from me to you

Elizabeth SlaterE column
by Elizabeth “E” Slater, In Short Direct Marketing

A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.

Follow E on twitter @esavant and facebook.



Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.