A plethora of adjectives have been used to describe Elizabeth “E” Slater, owner of In-Short Direct Marketing, a premier, coast-to-coast, wine industry consulting business: inspiring; dynamic; fun; cheerful;...
Welcome to part two of Turning Guests into Converts. Today, we address Categories Two and Three: Guests who come regularly to see you and converts who will tell the world about your winery, wines and why...
In this week and next week’s blogs we are going to take a look into the very different types of people who walk into wineries and what kinds of questions you can ask to each of the different categories...
Your winery guests will usually fall into one of three categories:
Category One: First time or occasional visitors who may or may not know much about wine and may or may not buy your wines.
Category Two:...
One of the best ways to gain information about your customers’ appreciation of wine, wine drinking habits, the types of wine they enjoy and how often they buy, is in person. Whether it is at the winery...
A month ago, at the WIN EXPO, a yearly event in Sonoma County, I was moderating a session: The Technology Impact on Wine Sales. The session dealt with the different uses of technology in the area of customer...
Not only are we heading into a new year, we are heading into a new decade.
The idea of a new decade always pulls me up short, as I wonder what happened to the last decade.
Where was I when the last...
It is the time of year to celebrate and be grateful for all the joys in life.
It is also time to remember all the people who make a difference, no matter how large or small.
Enjoy the company, crack open...
All should have a clearly defined value proposition. If by any chance your winery doesn’t have a written value proposition, it is time to start writing. There is plenty of information online to help you...
As we get closer to the upcoming holidays, you are going to see more winery visitors in the hospitality center. Wineries will experience more over the phone orders and more online orders.
However, as busy...
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...
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 busiest days of your year. You should be smiling non-stop for three...
Sometimes goal setting is measured on what management would like to see; rather than what is a reasonable increase or numbers that your sales staff can accomplish.
Start with checking what the sales goals...
Think of connections with your guests as the most valuable tool in your sales toolbox. Once you have created a connection with the people who come to your winery, the sale will be much easier and your...
Automation Aimed at Consumer Preferences Is Key to Successful Digital Marketing Strategies: “Not everyone in your CRM is created equal. Some are more engaged, some purchase more, some are involved in wine...
Premium (higher) pricing of wine is one way to display the quality associated with the wine. Before you decide to enter the premium pricing arena, get some opinions on what others think about your wine....
