I was recently asked to do an evaluation of a tasting room experience for a winery at which I had done some training. This meant I actually know the staff. Usually I would not go myself, but find shoppers they didn’t know and send them. This time I thought I would try something a little different.
I took a look at my list of shoppers I had worked with before and decided upon some friends of mine who were just the type of customers that the winery was trying to reach. The reason my husband and I went along was because I wanted to see if anyone tried to sell to them. Or if, because the staff knew who I was and what I did, they would assume that the others were not going to buy.
Sadly, my thoughts that my shoppers would not get all the information they needed to make buying and joining decisions came true. The shoppers were told about the wines and given information about the vineyards. However, there was so much more that they were not told. As I was sitting at the table I was able to see for myself how the visit progressed.
I was pleased that the staff members were attentive and very nice to us. Unfortunately, there was no mention of the special events that the winery hosts (and they have some great ones) and no one mentioned the wine club (there was no wine club brochure on our table or any mention of the wine club on the tasting information).
This was a pity because my shoppers are a couple who like wine, join clubs, come to events and have the discretionary income to do all of that. In fact, they are your perfect customers.
They were not asked their names or asked if they would like to be a part of the mailing list. Nor were they asked for any contact information. And even though we bought almost a case of wine, no one asked if we wanted bump up to a case.
The tasting room staff did a good job making sure the guests had an enjoyable visit and I congratulate them for that. However, so much more could have been done to achieve the goals of the winery management and to take these wine lovers from one-time visitors to lifetime customers.
When people come into your winery, make no assumptions. Give them all the information they will need, rather than what you think they may need.
A tip of the glass from me to you
E 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.
