Before we even get on the sales floor, there are a number of questions (and the answers to these questions) that we have to know. If we don’t know the answers there is no way we can be as successful as we would like to be or convert one-time visitors into life long customers.
Those four questions are:
- What are you offering
- How are you presenting the information?
- Who is buying your products?
- Why are you doing this?
What are you offering?
Everyone in the organization should have a clear idea of what is being offered. Not only what the products are but also what is being offered in the way of customer service and general information. All this information (and a lot more) should be available in written form to all employees and talked about in staff meetings.
Employees, even those who do not regularly see the public, may run into a customer who may need information. It is part of everyone’s job to understand customer service and rudimentary selling techniques.
How are you presenting the information?
When someone walks into your winery, are they going to have a unique or, at least, an uncommon experience? Or are they going to walk away without a precise memory of why your company, products or service?
So many visits to wineries are indistinguishable to many customers.
Who is buying your products?
Know your customers, not only what they buy, but who they are and the demographics they fall into. Most wineries, these days, have CRM (Customer Relationship Marketing) software, most of which has a section that allows you to create robust customer records. Take advantage of this opportunity to record as much information about customers, as you can. The most important letter in CRM is the R. If you don’t have strong relationships with your customers you will eventually lose them.
Why are you doing this?
Let your customers know why you do what you do. It isn’t enough to say you grow grapes, make wine or work in the tasting room; you have to let them know WHY you do it. The WHY will inspire your customers because you are telling them about your passion, your spirit and your commitment to what you do. Inspired customers also buy more.
At you next staff meeting, ask your staff and managers these four questions and see what answers they comes up with. Once you know where to weak spots are you can start training.
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.
