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.
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 […]
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 […]
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 […]
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. […]
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 […]
At the start of a new year, it’s good to think about things that you want to accomplish for the coming year. A worthwhile task before the busy sales season is to ensure that your customer records are accurate and up to date. In addition to the basics the name of the customer and their […]
The words we use when selling our goods or services are as important as the products themselves. Using the wrong words may change the perceptions of potential customers leading them to leave your business empty-handed, whereas if the right words had been used, these same customers would have been happy to buy. We all know […]
Email has become the most popular way of communicating with customers for many businesses. Though often times, companies are not following up on how effective these emails are for them. Not only is it important to check open, click through, and buy rates, it’s also important to check what your competitors, or similar companies in […]
If you are in retail sales it is even busier, with most retail businesses open longer hours. There is also more packing and shipping to think about as well as managing stock and making sure that everything reaches buyers before the holidays start in earnest. On top of all of this work stuff, you have […]
Some of the biggest shopping days of the year are coming up in the next few weeks, so here are a few tips on how to persuade consumers to purchase your products for holiday gifts and for themselves. From now until the beginning of January, your customers are ready to buy. What are you doing […]
What do you do when someone has a problem with your company, whether it is a product that isn’t right or doesn’t work, how they were treated, or any other issue that may frustrate him or her? The first thing is not to think of them as difficult customers. When you do so, you have […]
Today’s blog is a follow up on the blog I posted last week in which I printed an email I received from a consumer talking about why they aren’t doing a lot of wine tasting any more. The email talked about how the tasters disliked being told what they were going to taste and how […]
The other day I received an email from a wine consumer I know. This person is not in the wine business, neither is anyone in the family. As a couple they go wine tasting regularly and are thinking about giving it up. The note is exactly as I received it, except that I took out […]
When someone comes into your place of business, it’s important to keep your this person engaged and involved in the information you have to impart. Whether you are disseminating facts or giving a sales pitch, you should be aware of how the customer is absorbing the information. Are they interested or are they bored? Are […]
Next February I am moderating a panel at the USBevX in Washington DC. The panel is about providing a quality experience, so I started thinking about what providing customers with a quality experience means. Of course there are almost as many different answers as there are customers, though there are definitely some overlaps. Most companies […]