Home Wine Business Editorial E Column What’s in a Name?

What’s in a Name?

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If you want to sell something, the first step is to introduce yourself, and not just by saying: “Do you need help?” but by giving them your name, “Hello, I’m Susan, may I help you?”

The second step is discovering the name of the person to whom you are speaking to and using it occasionally during the discussion.

I am sure that you have heard this before. It is one of those things we learn when we first start selling. Unfortunately, it is not something that many salespeople remember.

Last Friday was Black Friday, so in a large amount of my emails that day and the day before were information on the Black Friday offers from wineries. Out of the twenty or twenty-five emails I received offering me great deals on wine, only one of them included the names of any of their employees in the email.

Some of the emails I received included a phone number with an option to call in for personal service. The idea that the customer could interact one on one with a real person would be much stronger if customers were encouraged to “Call our concierge line to speak to Anne, Michael or Catherine.”

Increase connections with customers by adding a small card in each customer shipment, thanking them for their purchase and signed by the owner(s), winemaker or both.

The more we can personalize the service we offer the more likely consumers are to return to our winery and/or purchase over the phone or online.

Research has confirmed that more than 70% of customers expect a personalized service from the company they are engaging with. For younger generations a personalized service is expected.  According to an article in Forbes “…poor customer service is costing businesses more than $75 billion a year.”  A number which is rising.

Showing our customers that they are important to you is the best way to keep them engaged and encouraging them to continue to do business with you.

While we would sometimes like to believe that it is all about the wine there are too many other wineries out there not to make sure your customer service is as good as you wine.

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.

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