Friday, March 22, 2019
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Elizabeth Slater

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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.

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...

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...

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...

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...

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,...

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...

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...

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...

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,...

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...

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...

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...

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...

This Week: What, How, Who, and Why Are We Not Selling?

Last week we looked at what to do, and this week we are looking at the opposite side of the What, How, Who, and...

What, How, Who and Why of Customer Sales & Retention

Before we even get on the sales floor, there are a number of questions (and the answers to these questions) that we have to...