Ashland, OR, United States of America, 97520
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Why Your Customers Buy
I was reading an article the other day that outlined why people buy. The company, Alpha Marketing, identified the leading reasons why customers buy, and Price came in as number 8 on the list.
What selling comes down to, with any product, including wine, is not the price of the product but the value of the product. People will buy value if we sell value. Why should guests buy your wines instead of other wines on the market? That is the question to ask and be answered.
Your customers want something to compare the wines to as it makes it easier for them to justify their buying decision to themselves and others.
If price is a deal-breaker it may mean that you have failed to differentiate your wine from those of your competitors. Price may only become a factor in the decision to buy if you have not differentiated your products from others like it.
Though, wine does have an advantage over other products in the fact that, if you are, for example, looking to buy a washing machine you are hardly likely to go to three different stores and buy a washing machine in each store. You can, however, go to a number of different wineries and buy wine at each one of them.
In case you are interested as I was, the seven reasons that come before price in the list of why people buy in order from first to seventh are:
• Credibility • Quality • Company reputation • Level of service and support • Reliability of salesperson • Responsiveness to complaints • Ability to meet deadlines.
In the wine business, there is one more thing that matters to your customers that may not be as prevalent in other businesses: many of your customers see you as friends. They feel connected to the winery, the owners, the staff, and to the wines. Don’t give them any reasons to sever or lessen those connections.
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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