There are very few times when you are talking to others that you can’t take advantage of marketing your business. I don’t mean hijacking a conversation with a long monologue about your company. Keep your comments brief and make the conversation interesting, leading the person or people you are speaking with to ask you for more information.
For example, when someone asks you what you do for a living, what do you say?
Are you specific, “I own a winery” or “I work for a winery,” for example, or do you talk about working for or owning a small business? Then have ready a quick sentence about something the company does that will differentiate it from other wineries. It could be a special event; an uncommon varietal or a charitable association, an interesting location or the way the business is managed.
As with people, all businesses are different. Sometimes you have to dig a little deeper to find the differences but they are there.
To get to the root of what makes your business different start a list and keep adding to it. Ask your managers, employees and customers what they think is different about the business. Once you have the list, create short stories of just a few sentences for each point of differentiation on the list. Keeping it short is important, as it’s easy to get carried away when you are talking about something that is important to you, though may not be important to someone else.
If you know your audience you may point out individual differentiations that will resonate with the people to whom you are speaking.
For example you are out walking your dog and get talking to someone else who is walking his/her dog. What is different about your business that may include the dog? Is the dog the wine club mascot or do you donate a portion of the proceeds to the SPCA or other animal rescue fund? Knowing this small piece of information may bring this stranger into your winery.
Telling a short story makes your business more memorable and the more memorable you can make it, the better chance you have of getting people who may not know about you pay you a visit and make a purchase.
A tip of the glass from me to you
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by Elizabeth “E” Slater, In Short Direct MarketingA 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.
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Follow E on twitter @esavant and facebook.
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