Ashland, OR, United States of America, 97520
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It’s Not All About The Winery Or The Wine
Soon after I published the last article on assumptions, I received this email from a friend of mine, who had read the blog.
“A few weeks ago, we joined a tasting to meet a friend for his birthday.
It turned out to be everything I can’t stand – plus enhanced health safety measures.
The lovely woman who presented the wines talked a lot about the winery owner. He is a guy with a lot of money, who opened the winery just because he wanted to recreate a special wine that he tasted some years ago.
He opened the winery on a whim, just because he could.
He hired a winemaker who is originally from Napa but now living and working in Europe, who creates the formulas for his wines.
They grow grapes on this and that mountain peak – we were supposed to be in awe only hearing the names of those peaks though they meant nothing to us. There was no additional explanation on why they were growing grapes in this particular area and why it was a good idea.
It was a very lovely and impersonal modern tasting room. Everything was super-clean – in a nicely sanitized style. If I had never been tasting before and this was my only experience, I may not have gone to another winery.
Not sure who thinks that offering the high-tech, gossip-geared tastings, imitating a high life “experience” is a good idea. It may work for some people, but it did not work for us.
We were happy to see our friends but, honestly, it would have been better if we’d tailgate among the grapes with a good bottle of wine…”
Another example of a winery that did not ask what had brought the visitors to the winery but just started their story. Before launching into the story of the winery, a story in which you guests may or may not be interested, discover a little about what your visitors would like to hear or experience. Catering to your customers' wants or needs is much more likely to create loyal customers than telling them the story that you want them to hear.
A tip of the glass from me to you!
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 | 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
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