Ashland, OR, United States of America, 97520
Feeds
Know Your Customers’ Understanding
Many times, when I visit wineries, the person behind the counter presents me with a lot of information about the winery, vineyards, grapes, etc. before I taste the wine.
If I am a customer who is not familiar with wine or familiar with the vocabulary, I may not understand half of what you say. Depending on my level of confidence, it is possible that I won’t tell you that I don’t understand.
However, this is only half the problem. The other half of the problem for most people is their memory. According to the research, the capacity of short-term memory is quite limited. In fact, experts believe that a person can hang onto a few items in their short-term memory for approximately 20 to 30 seconds (not a long time). Originally it was thought the short-term memory could hold 5-9 items, however more recent research has it the number of items that can be remembered as low as 4 items.
With your colleagues, create a list of the information you need from your guests so your questions will relate to their experience with wine. Also, find different ways to phrase these questions so your approach does not get stale.
You will also capture your guests’ attention if you give them a taste of wine before you start talking about the wine.
A study in 2014 found a direct link between “the region of the brain responsible for taste memory and the area responsible for encoding the time and place we experienced the taste.” By tasting the wine while you are talking about it, your guests are more likely to remember your winery.
Try not to overwhelm your guests with your vocabulary, while giving them one or two facts that they can use to impress your friends and they will remember your winery for a long time.
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
Profile Picture