Ashland, OR, United States of America, 97520
Feeds
Consider Your Words
Words can be used to achieve many different things.
When you are in the tasting room, the main objective of the words you use should be to make your guests feel comfortable (i.e. not using words that they are most probably not in their vocabulary, such as wine terms if they are not regular wine drinkers).
So, before you pull out your lexicon of wine words, you should discover if your guests are familiar with wine and drink wine regularly. If they are not regular wine drinkers, put away the wine words and speak about your wines in words that they will understand.
This doesn’t mean that you can’t throw in some of the words used to talk about wine, though be sure that you tell the meaning if they don’t know. This gives your guests the opportunity to add those words to their vocabulary and impress their non-wine drinking friends with their knowledge.
However, be sure not to use too many wine-related words with your guests who do not have a lot of wine knowledge. The easier we make it for our guests to understand wine, the better.
Many winery employees tend to use “winespeak” before the tasting room employees have discovered whether or not visitors know anything about wine. The important part of sales is learning about your guests and what they know about wine in general as well as your wine in particular.
A few questions to discover their wine knowledge is always a good way to start.
- Have you visited our winery before?
- If you could only drink one varietal of wine, what would it be?
- Do you go wine tasting with friends?
There are lots of questions you can ask, though don’t ask too many of them at the same time.
If your guests change the subject, follow their lead.
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