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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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Selling Is Easier in Person

Selling Is Easier in Person

I was sent an Interesting article from my favorite periodical, Harvard Business Review. The article, entitled, “A face to face request is 34 times more successful than an email” talked about research into email vs in-person responses from customers. According to the article, “Despite the reach of email, asking in person is the significantly more […]

By June 21, 2017 0 Comments Read More →
The Best and Less of Customer Service

The Best and Less of Customer Service

Last week was an interesting week for me. Tuesday, I went for a walk with a friend of mine in the local regional park. While there I tripped over a rock and eventually found out that I had fractured by distal, femur condyle (a u-shaped bone just above my knee). A bone that until this […]

By June 14, 2017 0 Comments Read More →
Take a Step Back

Take a Step Back

The approach of summer and the good weather during this season bring more customers out of their houses and into your winery, store, restaurant or other retail business.   During the height of the busy season it is often more of a challenge to provide the levels of customer service that encourage people to buy […]

Emotion Sells

Emotion Sells

As salespeople we tend to think that we are going to sell more through our expertise or having lots of information about the product (obviously product knowledge is important though it cannot stand alone) and by providing top notch customer service. All these things are important.  However, the real key is to appeal to the […]

More on Sales

More on Sales

When people come into your business do they already know that they are or are not going to buy from you?  The answer to that question is no, they don’t.  How many times have you walked into a business with no intention of buying anything and bought anyway? As a salesperson your job is not […]

Encouraging Sales

Encouraging Sales

There are lots of ways to encourage customers to buy. When considering various avenues to promote sales, there are a few things you need to think about.    There is always a cost involved with any option to promotion your business. Promotion costs either money or time. If it’s not costing you money it is […]

What Makes People Buy?

What Makes People Buy?

I was looking into buying patterns on the internet the other day for a couple of sales seminars that I am putting together and came across some very interesting information, which I will be passing along via my blog and tips. Consumers buy for a myriad of different reasons, here are some of them, think […]

Get in the May Mood

Get in the May Mood

There is a lot going on in the month of May. Mother’s Day is coming up fast. Think of different ways to wish a happy Mother’s Day to mothers and others. For example, if you are a winery that produces and sells Cabernet Sauvignon, wish happy Mother’s Day to Sauvignon Blanc, the wine that is […]

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 →