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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.

Getting the Most Out of Your Events

As event season is already upon us, it’s important that we are ready to ensure the success of the events we work hard to...

Selling to Different Generations: Gen X, Millennials and Gen Z

Last week I presented tips on selling to the Silent Generation and Boomers. Today we examine selling to the younger generations: Gen X, Millennials...

Selling to Different Generations: Silent Generation and Baby Boomers

One of the most important aspects of creating converts (those customers who spread the word of your winery far and wide) is creating a...

Brand Ambassadors

No winery can have too many brand ambassadors. People who will tell the world about your wine. Usually we think of brand ambassadors as...

Reading Body Language

I found an interesting article from Entrepreneur online this week. Written by Travis Bradberry, the article discusses how we learn more through body language...

D.A.R.E. to Sell: Tips to Increase Sales Through the Tasting Room

As it is already May and wineries throughout North America are getting busier and busier, it seems like a good time to remind you...

Hiring the Right Staff

As it comes into the selling season, I thought a quick blog on some of the things to look for when you are hiring...

Be a Great Manager (Part Two)

This week we continue the topic of managing employees. Last week’s blog discussed giving credit where credit is due, which is the first rule...

Be a Great Manager (Part One)

Being a boss, at any level, is rarely easy. There are times that you wish your employees would just do what you want them...

Perking Up Your Email Subject Lines

Email subject lines are not always designed to make you open them. Here are a few from wineries that have popped up in my...

What Makes Guests Buy – Part Two

Last week’s blog talked about three of the six most important things that guests are looking for when they buy your products. In that...

What Makes Guests Buy?

If you want to be good at hospitality and/or sales, it helps to have a genuine interest in people, rather than having an interest...

Motivation Starts with You

There was an interesting article in while back in INC Magazine on motivating employees. The article contained a lot of sound advice. However, an...

Words of Wisdom

On Monday March 4, 2019 I read a Facebook post from Tina Caputo. For many years Tina was the editor for Vineyard & Winery...

Lessons to Be Learned

We visited the Department of Motor Vehicles last week. We had made an appointment as there are almost 500,000 people in the county in...