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Searching for the Lost


If cases of wine were missing from your winery, would you start a search to find out what happened to them? Of course you would. The idea of cases of wine disappearing without a trace is not good. After all you have a lot of money tied up in the product.

So, what do you do when customers are missing (i.e. no longer buying from you)? Do you go searching for them to find out why? Customers may stop buying from you for many reasons. It may be that they have been busy and just haven’t had time. It could be that they were not treated well on their last visit or they may have been ill. There are many reasons for customers to stop buying, if you don’t follow up to find out why you won’t get them back.

Fortunately, with CRM systems it is easier to research who is buying what, when and how. Use your CRM system to regularly check in with your customers and see who has stopped buying lately.

If they are regular customers, pick up the phone and call them. You may say that you hadn’t seen or heard from them lately and wanted to check that everything was well. Your customers will appreciate the call and tell their friends that you called. One of the reasons that your regular customers are regular customers is that they like you. They will be gratified that you called.

If you don’t like the idea of picking up the phone, send an email or contact them through social media; you can private message them through Facebook or LinkedIn.

You might even want to send a personal note. As hardly anyone does that any more, it certainly will be memorable.

Once you find out why they no longer visit or buy from you (perhaps they have moved and cannot get wine shipped to that state or country), you have the option to offer an incentive to come back.

What ever you decide to do, do something to re-engage with these customers.

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.