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Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65
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Willamette - Scott - Sell More Wine in Your Tasting Room - Vin65

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Sell More Wine in Your Tasting Room

Sell More Wine in Your Tasting Room

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  • You know what I love about the wine industry
    2 years ago I did not
    Such a great opportunity
    Tourist hotbeds, customers love it
    The reality is



  • So Andrew explained the permission ladder and showed us what tends to be the trends and the sticking points but I want to share some insight as to how to excel at getting customers through each of these transitions
  • I got into town late last night, I am here for the weekend and I want to do some wine tastings but I have no idea which wineries are here and where to find them.
    I’m going to try a few different things:
    I am going to google
    I am going to ask the hotel clerk
    I am going to ask my limo driver, my cabbie, or the guy who rents me a bike
    I am going to ask my waiter or MAYBE I have a friend who was recently here and had a great experience at your winery

    How many of these people are going to lead me to your winery? In a small town like Paso I would have relationships with all of the above organizations, you want to be at the top of their lists.
    Offers to partners who send you customers, hotels, limo companies etc…
    - Test various channels to see what works
    - Tracking referral sources and sales
  • -Have some print collateral, everywhere you might be able to pull customers from, have a little brochure for them to grab, or even just read through and put back.
  • Don’t forget about your existing customers
    These are the people who have bought from you before, whether it was online or in the tasting room, lets get them into the tasting room where they can buy some more
    I see a lot of wineries doing a lot of really great customer events like concert series’ and pickup parties, make sure that you’re existing customers know about this stuff, send out the invites!
  • Know your brand and stay true to it. If you’re selling $150 bottles, I wouldn’t bother creating relationships with the local hostels
  • -Have enough staff to accommodate all of your visitors
    -Train staff
    -Review sales tactics
    -Conduct training
    -Educate staff
    -Customize it (a 22 year old doesn’t know what lifetime value means)

    - Often times if your average sale is $150, 1 or 2 sales will pay for an additional staff member.
  • Try to share a personal experience or at the very least, relate to your customers in some way.
    Customers are far more inclined to buy from people that they share a personal connection with.
    Just think of how easy it is to sell to your closest friends and family(aside from the fact that you’re giving them a deep discount)
    This used to work by telling the wineries story, family owned and operated and long history and so on and so forth, but that story is getting over told, your sales team really needs to go the extra mile today and make a quick but meaningful connection with your customers to make a deep enough impression to entice them to buy.
  • Now we’ve done all of our work and we’ve got customer pouring through the doors

    Increase closure rate by 70%

    Do not let a customer walk away without asking them to buy something.
    A tasting is not good enough, you’re not going to pay the bills with tasting fees
    you want these people buying the wine off your shelves.

    So I am the Sales manager at Vin65 and we promised that this presentation won’t be a sales pitch, but I can tell you that if you collect my business card, or fill out a form on our site, or come visit us up in Napa, I am going to try to sell you on Vin65
  • Work for the sale, but don’t ruin the customer experience
    If a customer doesn’t want to buy, it doesn’t mean they will never buy. Make sure your customer leaves the tasting room with a positive experience, takes some collateral with them and leaves their contact information.
    You have a customer for life
  • So Andrew explained the permission ladder and showed us what tends to be the trends and the sticking points but I want to share some insight as to how to excel at getting customers through each of these transitions
  • - Today I’m going to share with you some ways that help you sell more wine in your tasting room. And rather hold in all of my secrets until the end and have you try to decypher the point I am trying to make I’m going to give them to you in advance.
    - There are three things I want you to be able to do put into action the next time you walk through the doors of your tasting room.
  • - Background Story on Ship Compliant show
    - Intro Ari Weinzwig and what he does
  • Ari Weinzweig Football story
    When it boils down to it, your tasting room staff is a sales team, and they are the front lines of your business.
    Make sure that your staff knows how to get product out the door
  • Your customers are your customers, PERIOD!
    It doesn’t matter where they are buying from, they are still buying
    When you are choosing your DTC technology, make sure to choose a system that is customer focused
    Regardless of where a sale comes from, make sure that the customer is getting that same special experience
  • Tell the Foley Story about what management thinks they are getting and what is actually happening in the tasting room.
  • - Andrew touched on the importance of secret shopping your website to make sure that the technology is working and that your checkout process is simple enough for your customers to want to buy from you.
    Your tasting room is no different and it is often forgotten.

    Companies like Earls spend hundreds of thousands per year paying people to secret shop their own stores, they then provide bi monthly ratings to all managers and their teams. This may be a much grander scale than your small business but this is the bar.
  • That’s everything that I have for you today. I want to leave you one more time with my actionable advice today
  • Scott McCormick and I am the sales manager for Vin65.
    I am going to be honest with you here, I’ve been working with Vin65 for just a hair more than a year now and before this job I did not drink wine at all. In my 12 months with Vin65 I have learned quickly visiting dozens of wineries up and down the west coast and attended trade shows across north america. In the past 12 months we have signed up almost 250 wineries on Vin65 for combinations of websites, mobile POS and desktop POS, this process involves a lot of conversations about wine and how to run a wine business. Its also safe to assume I do drink wine today, on weekends, during the week, at the office, in a meeting, I’ve come to understand theres really no inappropriate setting for a glass of wine!
  • -Sales Manager @ Vin65
    -Been working with Vin65 for a little over a year now
    Visiting wineries
    See a lot of people doing great things
    Get a lot of perspectives on the tasting room experience

  • -Review sales tactics
    -Set monthly conversion rates (visitors to tasters, tasters to buyers, buyers to club)
    -Post metrics for staff to see, going back to that earls example, it is a full on competition between managers to see who can get the best secret shopper reviews, Earls posts a top 10 list of both individual managers and locations as a whole.
  • Andrew covered this one pretty well in his presentation
    The bottom line is that if a customer has a positive experience…. And you provide the right follow up, you can entice another sale.
  • If you look at your customer like a dating relationship, then becoming a club member is the marriage, it’s the ultimate commitment
    You CANT rush into this one. Nobody wants to make this commitment before you’ve had a few experiences together.
    Make sure you share a few experiences before you present the ring
  • Apart from the fact that you have the best wine in California, make sure you have something that keeps your club members around
    Believe it or not there are still a lot of clubs out there that offer virtually no benefits apart from the fact that you get wine a 3 or 4 times a year
    Customers are joining clubs because it makes them feel special, it puts them ahead of the crowd and because it gets them big discounts
    When you’re thinking about the fact that you can’t afford to give your wine away, think about the commitment that your club members are making, they are promising to by wine from you no matter what, 2, 3, and 4 times a year.
    Some great club membership incentives include:
    General discounts
    Discounted or free shipping
    Allocations of wine
    First access to new vintages
    First access or exclusive access to special events at your winery
  • I don’t want to touch on this too much because my friend Paul is going to be coming up to dive deeper into social media but these are all sources that are going to drive traffic to your tasting room.
    -Check-ins
    -Answering reviews
    -Handling complaints
    -what do your yelp and google reviews say about you
    -

    Google west kelowna wineries
    1. Westside wine trail
    2. Quails Gate
    3. Mission hill
  • So we talked about the metrics, but make sure you are not strictly relying on ROI
    - Number of visitors over number of sales, number of visitors over tastings, tastings over purchases
  • -Does it link to the web?
    -Can you recognize and sign up club members right in your tasting room?
    -Do you get instant social media notifications?
    - Is it mobile? This helps at events, concerts, and busting up long lines. Get your staff interacting with customers and out from behind the tasting bar
  • So let’s get into the presentation – 10 ways to sell more wine on the internet. Today I want to give you something concrete – that you can take home with you – and you can apply.
    There are a lot of ideas here – I’m hoping that you can take one, two or three and run with those.
  • . “Who are your best customers?”
    “What kind of referrals do you get?”
    “What are your close out procedures?”
    “when are you busy times of the day, or the year?”
    “Where do your customers come from?” things like that.
    Our friend here was great the whole way through – Who, What, When, Where?............Why?
    She really struggled with why, in fact she had no idea.
    Why do you think you get older folks in your tasting room?, why do you think you’re busiest in September? Why do you think so many people get referred by the local hotels? Why do you need to create these EOD reports? Why do you think the 2012 Vintage isn’t selling so well?.........
    If you’ve read the book or even seen the Ted Talk by Simon Sinek called “Start with Why” you’ll know that this is a really serious issue and the first point that I want to make today is how important it is to empower your staff.
  • Transcript

    • 1. In Your Tasting Room Sell More Wine
    • 2. 1. Understand the permission ladder
    • 3. 2.Understand the Permission Ladder
    • 4. Active outreach and networking plan
    • 5. Print collateral
    • 6. Customers are our Friends
    • 7. Drive the right traffic
    • 8. Staff 1st time buyer
    • 9. 1st time buyer
    • 10. Ask for the sale 1st time buyer
    • 11. Know when to throw in the towel… But don’t give up too quickly 1st time buyer
    • 12. Understand the Permission Ladder
    • 13. 2. Empower your Staff
    • 14. 1. Empower your Staff
    • 15. 3. Provide a unified experience
    • 16. Think of the customer experience
    • 17. Secret Shop
    • 18. Actionable Items 1. Empower your staff 2. Understand the permission ladder 3. Provide a unified experience
    • 19. Sell More Wine sales@vin65.com
    • 20. Sell More Wine
    • 21. Hello My Name is Scott McCormick
    • 22. 0 5 10 15 20 25 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 1st time buyer
    • 23. Repeat Customer
    • 24. The Dating Relationship
    • 25. Make it Appealing
    • 26. Monitor social media
    • 27. The danger of reliance on ROI
    • 28. 4 Select as POS that’s customer focused
    • 29. Use your POS as a tool in your tasting room Sell More Wine
    • 30. But What About Why?

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