Ashland, OR, United States of America, 97520
Feeds
The Key to Selling Wine
As we are coming into the height of the season think about what is of the most interest to the guests and customers who visit your winery? Most of us are much more interested in ourselves than we are in any product unless we know that the product can make lives easier, better, or in the case of wine, make our lives more fun.
The key to selling wine is to sell what wine does for your customers rather than pointing out all the details of the wine itself. Wine can be intimidating to guests who don’t know a lot about it, so using wine words your guests don’t understand, is not going to help. You may drop into the conversation a couple of wine words or phrases that are easy to remember and that the guests can use to impress their friends.
The important question is: Are you selling Features or Benefits and what is the difference?
Features:
A part of your product or service. Describing the wine or letting your guests know that the wine is available by the bottle or the case - those are both features.
Benefits:
The positive impacts that your wine has on your customers. For example, they can pair a bottle of wine with the food they are eating, or they can invite their friends over to share a particularly good bottle of wine that they all like.
Focus more on the benefits, s most of your guests will relate more positively to the benefits your wine has to their lives than they may to the features of the wine.
Spend 30% of the time talking about the features of the wine.
Spend 70% of the time talking about the benefits that your wine offers to potential buyers.
This is the easy way to sell more wine.
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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