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Author Archive: E.Slater

A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer's potential than anyone in the wine industry today.

With the same humor and psychological insight she has used so effectively to understand the uniquely different challenges of wine businesses - large and small - Slater focused on co-creating WIN. Making it a direct marketing website that exemplifies everything she has discovered in more than 20 years in the wine industry and business-to-business marketing.

Quick-witted and original, Slater is a sought after speaker on winery sales, marketing, customer service, advertising and management topics. Wineries listen because she has the experience and creativity in the wine trenches to support her words.

After holding key marketing and sales management positions in national and international companies including the fast food, motorcycle, automotive, medical and computer industries, Slater turned her attention to wine in 1990 with the goal of starting her own wine marketing company. To learn the industry from the inside, she worked for two different wineries in four years. After developing and mastering the art of tasting room selling, she went on to handle all aspects of increasing their sales through direct marketing using the keen knowledge and insightfulness that she had used so successfully for other industries.

As the owner of the wine industry-consulting firm, In Short Direct Marketing, Slater has created marketing programs and events for the Russian River Wine Road including Winter Wineland and Wine & Food Affair. Under her direction, Passport to the Dry Creek Valley became one of the most popular, sought after and acclaimed events in the industry.

A born communicator, Slater teaches wine marketing courses at Santa Rosa Junior College and classes at Sonoma State, is the Vineyard & Winery Management marketing columnist, the program director of Tasting Room Profitability and a featured speaker at Wineries Unlimited. She lends her strategic planning expertise as a member of the Octagon Group in assisting different industries and businesses in rebuilding and improving their capabilities.

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Skills That Successful Salespeople Have?

Skills That Successful Salespeople Have?

Good salespeople are a company’s best asset, but a good salesperson needs to know more than sales tactics. The most important skill is customer service. Until the customer is engaged emotionally s/he is not paying much attention to the information or facts that salespeople are presenting. Buyers initially are more interested in working with a […]

By April 26, 2017 0 Comments Read More →
Are Your Customers Having Fun?

Are Your Customers Having Fun?

How often do your make your customers smile or laugh? Is it at least once during any interaction? Well almost any interaction, if someone comes in seething with resentment, first you need to relax them, then solve their problem. After that you might make them smile or laugh. Any time you can make a customer […]

By April 19, 2017 0 Comments Read More →
Customer Service: The Good, the Bad, and the Very Ugly

Customer Service: The Good, the Bad, and the Very Ugly

After watching a segment on the television about a couple of companies that offer customer service that is above and beyond the norm, earlier this week, I decided to write my blog on customer service, talking about some companies that really go out of their way. On Monday along came the story about United Airlines […]

By April 12, 2017 0 Comments Read More →
What About the Wine Label?

What About the Wine Label?

I was speaking to a group of wineries and growers recently about sales and marketing of wine and grapes. In the course of the conversation a question was asked about the importance of the wine label. The question was about the look of the label and whether it was okay for a label to be […]

By April 5, 2017 0 Comments Read More →
Emails to Customers

Emails to Customers

I was at the USBevX conference and trade show in Washington DC in February. It was a great conference with lots of valuable information on a host of topics pertinent to all facets of the beverage industry. In one of my sessions this question was asked: “When a visitor comes to your winery and gives […]

By March 29, 2017 0 Comments Read More →
It’s Important to Be Important!

It’s Important to Be Important!

It’s nice to feel important. Think about the last time someone (a friend, family member or a business) made you feel important. What does that do to your mood in the moment or the way you feel for the rest of the day? In order to make your visitors and customers important you have to […]

By March 22, 2017 0 Comments Read More →
Are You Missing Marketing Opportunities?

Are You Missing Marketing Opportunities?

There are very few times when you are talking to others that you can’t take advantage of marketing your business. I don’t mean hijacking a conversation with a long monologue about your company. Keep your comments brief and make the conversation interesting, leading the person or people you are speaking with to ask you for […]

By March 15, 2017 0 Comments Read More →
Conducting a Job Interview

Conducting a Job Interview

When you are hiring new employees the job interview is critical to successfully finding the right person. In this blog we will be focusing on finding the right people for jobs that have a lot of customer interaction, whether that interaction is in person, on the phone or electronically. The most important focus should always […]

By March 8, 2017 0 Comments Read More →
Are You Hiring the Right People?

Are You Hiring the Right People?

As we rapidly approach the busy season for many businesses, it’s a good time to think about the qualities we need in the people we employ to interact with the customers in person, on the phone or via email. In addition it’s also important to think about the job description that we present and what […]

By March 1, 2017 0 Comments Read More →
Using Customer Reviews To Improve Your Business

Using Customer Reviews To Improve Your Business

In this era of increasing customer involvement you immediately know how many of your customers feel about your company as you can see what they think of your products and services on any number of review websites. Most of us in business will look at Yelp and TripAdvisor, but think about other places where we […]

By February 22, 2017 0 Comments Read More →
What Do Your Customers Want From You?

What Do Your Customers Want From You?

Knowing what your customers want is part and parcel of making your customers happy and ensuring that they will continue to buy from you. Here are some tips on how to engage your customers Use Their Names Not only will customers remember you if you remember their names and use their names (a couple of […]

By February 15, 2017 0 Comments Read More →
How Much Do You Know About Your Customers?

How Much Do You Know About Your Customers?

Kofi Annan the former UN Secretary General said, “Knowledge is power. Information is liberating. Education is the promise and progress, in every society, in every family.” The only addition I have to that Kofi Annan quote is…in every business. The business that has knowledge of its customers, what they want and what makes them happy […]

By February 8, 2017 0 Comments Read More →
Getting Your Customers to Opt In

Getting Your Customers to Opt In

If you are collecting information from customers, make sure that they opt in (agree to your having their contact information). They must agree in writing and it must be unambiguous. For example, I receive many receipts via email from stores that I frequent regularly (such as office supply stores). When I use my credit card […]

By February 1, 2017 0 Comments Read More →
Is Your Employee Manual Up to Date?

Is Your Employee Manual Up to Date?

It’s almost February and before we know it, the busy season will be upon us, which means it’s time to start thinking about the staffing for the coming year.  While you are thinking about your staffing requirements, take the time to look over your written procedures and policies for part time and full time employees.  […]

By January 25, 2017 0 Comments Read More →
Make 2017 a Year to Remember

Make 2017 a Year to Remember

The beginning of a new year is usually filled with good intentions and ideas on how to make business better for the coming year. It is, in fact, the perfect time to take a long look at your business and yourself, and think hard about what is working well and what may not be work […]

By January 11, 2017 0 Comments Read More →