Feeds

Ways to Encourage Buying

Emotions

The emotional and motivational parts of the brain must be activated before the part of the brain that wants facts activates.

Ask your guests questions that relate to their lives, their use of wine, food, cooking, etc.

  • Listen to what guests have to say
  • Make guests feel as if they belong, you like them and are glad they came to visit
  • Tell stories that relate your products, winery, or owners to guests’ lives and lifestyles
  • Ask guests what they smell or taste and congratulate their abilities
  • Use humor if you are comfortable with it.

Inclusion

Guests don’t always believe that they know enough about wines to make the best buying decisions. All your wines are so good, how do they make their choices? Ask which wines they liked best, or which would fit into their lives.

Let them know:

  • How much does someone on the staff like the same wine they do
  • That the wine is one the winemaker is particularly proud of
  • The wines they like are very popular with many of your customers.

Rewards 

Wine is considered a luxury item and therefore may be a reward.

Position the products as a reward for guests:

  • Getting through a stressful day
  • Solving a family problem
  • A treat to make life special
  • Something they deserve

A wine to enjoy with family and friends.

Value 

Value incorporates the things that allow guests to believe in your wines and purchase them. The perception of value in guests’ minds is not necessarily related to price. Value includes:

  • Product quality or perception of quality
  • The Experience (warm & fuzzy)
  • Your stories
  • The ability to purchase something that will impress their friends
  • Internalization of how the product fits into their lives.

Opportunity 

What may guests purchase at your winery that they could not purchase elsewhere?

  • Products that are only available at your winery
  • Older vintages that are not regularly available
  • Special releases
  • Club memberships wine to enjoy with family and friends.

wine-buying

About

Elizabeth Slater of In Short Direct Marketing is recognized throughout North America as speaker and trainer, increasing sales for wineries through staff training in sales, customer service and all avenues of direct marketing. In Short has works with individual wineries as well as winery associations throughout North America.

INCREASE WINE CLUB SALES & RETENTION:  Do you have enough wine club members?  Are you retaining them?

Elizabeth Slater, In Short Direct Marketing’s wine club expert, gives your staff the tools they need to make your wine club membership sales and retention soar.  In addition to working with individual wineries, Elizabeth teaches wine club classes at both Sonoma State University and Santa Rosa Junior College.

Testimonials

After a very interactive training with our team, our following month saw over a65% increasein wine club signup rates—our best month to date!    Dutton Goldfield, Sonoma County

…Elizabeth Slater’s guidance and training provided the perfect platform, helping us double our Wine Club signups in the last 3 months compared to last year. If you’re serious about improving your business, then give her a call...”    

Franciscan Estates, Napa County

 Other Seminars & Training

Staff and management training should be as integral a part of the operation of a successful winery as using the very best grapes and producing top notch wines. Yet, despite its iymportance, it is the component of business operations that is most easily and most often ignored. In fact, it is frequently not recognized as a component of successful business operations at all.

E (as she is known) presents seminars and workshops on a variety of marketing and sales subjects to wineries and winery associations throughout North America. She is a featured speaker at Wineries Unlimited and presents regularly at state and province conferences working across the US and Canada.

In Short was started as a direct marketing company in 1994 and added workshops and seminars to the mix in 1997.  Elizabeth's dynamic and humorous speaking style has made her a popular and busy speaker both in and out of the wine industry.

 

"In Short Direct Marketing is an essential business tool." - Maureen Hendrikson, Patit Creek Cellars

Contact

Contact List

Title Name Email Phone Extension
Founder Elizabeth Slater E@inshortmarketing.com 707-836-8730

Location List

Locations Address State Country Zip Code
In Short Direct Marketing , Ashland OR United States of America 97520

List of Locations