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Author Archive: Elizabeth 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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Thanksgiving – a Plethora of Emails

Thanksgiving – a Plethora of Emails

I received what seemed like a boatload of emails from wineries over the Thanksgiving and shopping extravaganza long weekend. Some wineries sent me up to five emails in a three or four-day period. Most were touting special pricing on their wines and/or low priced or free shipping. Offers included: 20% saving with $10 ground shipping Free […]

Happy Thanksgiving

Happy Thanksgiving

This is a busy week, both personally and in business, so I will make today’s blog brief. As Black Friday is the biggest sales day for most businesses in the U.S. (and even in countries where they don’t celebrate Thanksgiving), keep in mind that it pays to spend a minute or two focusing on the […]

Customer Engagement Reminders

Customer Engagement Reminders

Black Friday and the December holidays are quick approaching, which means you are busy, busy, busy for a couple of months. As most people seem to be rather stressed at this time, it helps if you go out of your way to be patient, polite and professional with all your customers. Here are a few […]

Are Your Employees Motivated?

Are Your Employees Motivated?

Business owners may spend a lot of time planning ways to motivate staff and managers. However, it seems that starting with why staff members are not motivated should be the first step in the process. If you know why your staff isn’t motivated, it is much easier to put into play the strategies that will […]

Holiday Sales

Holiday Sales

The scariest thing about Halloween is that it makes us realize how little time we have left in this year. Which means that if you haven’t already rolled out your holiday selling plans, now is the time. For those who are not yet thinking about the holidays, here are a few tips. While the main […]

Ramifications of Bad Customer Service

Ramifications of Bad Customer Service

As I was wandering through the Internet I found some great information on customer service on Help Scout. The article was actually a compilation of quotes, facts and statistics from different companies and individuals focused on the ramifications of bad customer service and the benefits of positive engagement with customers. I thought I would pull […]

Customer or Guest? Customer Service or Customer Engagement?

Customer or Guest? Customer Service or Customer Engagement?

The words you use to describe your clients are important. Some people may dismiss the use of slightly different words such as customer or guest, service or engagement as just semantics. However the words you use influence the way you think and the way you may act towards the people who visit your winery. Let’s […]

How Is Your Email Response?

How Is Your Email Response?

I found an interesting article by Alexandra Braunstein in this week’s Target Marketing newsletter. The article explains three reasons why your customers may be ignoring your emails. Ms. Braunstein starts by talking about the importance of the subscriber behavior – if subscribers stop interacting with your emails (opening or taking action) the mailbox provider may […]

Optimizing Staff Meetings

Optimizing Staff Meetings

I have been attending lots of meetings recently. While staff and management meetings are important, often they can take more time than they should and are not always as effective as you would like. Meetings should be planned out well before they occur. Start with a clear vision of how the meeting should progress and […]

A Successful Brand

A Successful Brand

There are brands that stand out in the minds of consumers. How did they get to that place of prominence and how do you get there too? Some companies make it by putting large amounts of money, time and branding professionals behind their brands, which you may not be able to do. Though it is […]

By September 26, 2018 0 Comments Read More →
Creating Connected Customers

Creating Connected Customers

It’s interesting that businesses want customers to be more connected with them, though many businesses are afraid to give the customers what they want, which is the connection with the people in the business. Customer connection is a big part of the wine industry in general, and particularly true for customers who belong to wine […]

By September 19, 2018 0 Comments Read More →
Customer Service at Warp Speed

Customer Service at Warp Speed

I have read that the average attention span is down from 12 seconds in the year 2000 to eight seconds now, which is less than the nine-second attention span of your average goldfish. However, according to an article I read on BBC News about experts who study human attention, these experts don’t know where those […]

By September 12, 2018 0 Comments Read More →
Motivating Employees (or Yourself)

Motivating Employees (or Yourself)

I spend much of my time reading business related journals, newsletters and such, subscribing to lots of them and finding other information online. This time I was looking for information on motivating employees and came across a good article in INC. magazine. One of the things that I know from my own career (I am […]

Overcoming Objections to the Price of Your Products, Part 2

Overcoming Objections to the Price of Your Products, Part 2

As I mentioned last week, I downloaded an informational guide with information on overcoming sales objections from Resourceful Selling. This week is part two in the review of the Information. First: Let’s look at things that can go wrong. Sometimes the salesperson, if uncomfortable with the price, can transmit that feeling to the customer, perhaps […]

Overcoming Objections to the Price of Your Products

Overcoming Objections to the Price of Your Products

I downloaded a handy informational guide of overcoming sales objections from Resourceful Selling, which I am going to share you over the next couple of blogs. The information starts with a headline: “The price objection is the quickest way for a prospect to get rid of a salesperson. But a price objection shouldn’t mark the end […]