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Elizabeth Slater

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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. With the same humor and psychological insight she has used so effectively to understand the uniquely different challenges of wine businesses - large and small - Slater focused on co-creating WIN. Making it a direct marketing website that exemplifies everything she has discovered in more than 20 years in the wine industry and business-to-business marketing. Quick-witted and original, Slater is a sought after speaker on winery sales, marketing, customer service, advertising and management topics. Wineries listen because she has the experience and creativity in the wine trenches to support her words. After holding key marketing and sales management positions in national and international companies including the fast food, motorcycle, automotive, medical and computer industries, Slater turned her attention to wine in 1990 with the goal of starting her own wine marketing company. To learn the industry from the inside, she worked for two different wineries in four years. After developing and mastering the art of tasting room selling, she went on to handle all aspects of increasing their sales through direct marketing using the keen knowledge and insightfulness that she had used so successfully for other industries. As the owner of the wine industry-consulting firm, In Short Direct Marketing, Slater has created marketing programs and events for the Russian River Wine Road including Winter Wineland and Wine & Food Affair. Under her direction, Passport to the Dry Creek Valley became one of the most popular, sought after and acclaimed events in the industry. A born communicator, Slater teaches wine marketing courses at Santa Rosa Junior College and classes at Sonoma State, is the Vineyard & Winery Management marketing columnist, the program director of Tasting Room Profitability and a featured speaker at Wineries Unlimited. She lends her strategic planning expertise as a member of the Octagon Group in assisting different industries and businesses in rebuilding and improving their capabilities.

Good Customer Service: It’s All About the Small Things

As we get closer to the upcoming holidays, you are going to see more winery visitors in the hospitality center. Wineries will experience more...

What’s in a Name?

If you want to sell something, the first step is to introduce yourself, and not just by saying: “Do you need help?” but by...

Are You Ready for the Weekend?

Happy Thanksgiving! After a wonderful day with family and friends, it is back to work on Friday and through the weekend for some of the...

Setting Sales Goals

Sometimes goal setting is measured on what management would like to see; rather than what is a reasonable increase or numbers that your sales...

Connecting with Guests

Think of connections with your guests as the most valuable tool in your sales toolbox. Once you have created a connection with the people...

The Art of Premium Pricing

Premium (higher) pricing of wine is one way to display the quality associated with the wine. Before you decide to enter the premium pricing...

What Is Customer Service?

After having some customer service problems with large and small companies of late, I thought it would be a good idea to write a...

Don’t Believe Everything You Think

It’s easy to get stuck into ruts mentally. Many times, when we come up against something new or different, we may try to fit...

Focus on How to Sell Rather Than What to Sell

Discover: What your customers are looking for. What has stopped them from buying (from you or others) in the past. According to Harvard Business Review:...

Working with Your Local Tourism Board – Part 2

Continuing the theme from last week’s blog, here are more tips on working with your local tourism programs (and others) to promote your winery...

Working with Your Local Tourism Board – Part One

Your local tourism board can be a great help to your winery. Not only do they promote the city, town or county, including your...

Asking for Testimonials

Providing a good experience for guests takes time and attention and may not be easy on busy days. However, when you have the opportunity...

Should Tasting Fees Be Waived with Purchase?

I was discussing with my friend Karyn Howard Smith from Bryn Mawr Winery in Oregon whether tasting fees should be waived with a purchase...

Why Should Customers Buy Your Wine?

If you can’t answer that question, selling becomes much harder. While reading through lots of journals, articles and online information about sales and customer service,...

It’s Not Enough to Be Good Enough

Some years ago, I came across a one-page document entitled, “If 99% Were Good Enough….” It made a big impression on me. 99% seems to...