5 Steps In Making Decisions to Purchase: Step 5 – Assessing The Decision After The Sale

Most businesses are looking for long-term customers. Consumers who will buy from them repeatedly over the course of their lifetimes are the ultimate goal. That’s the reason companies have to be aware that, after the sale has been made, there is always the chance that the customer may regret the decision s/he has made. After buying the product (sometimes before it is even used) the customer may compare it with their expectations and is either satisfied or dissatisfied with their decision. These feelings of pleasure or discontent with the purchase will affect the purchaser’s perception of the overall value, as well as their repeat business and the reviews they pass along to their friends and family.

These reasons make it important that you stay in contact with the buyer after the purchase is made. The added contact helps build the relationship between your buyers and your company. It’s especially important when larger purchases are made. We want to remind the consumer of how the decision to buy will benefit them in different ways.

A hand written note is well received and confirms for the buyer that they made the right decision. Even a follow up email that is personalized to that buyer can do the trick. I suggest that follow up after wine club shipments will help club members retain their membership longer. You don’t have to follow up with each member after every shipment but if you follow up every few months with a quick email or phone call, to ask them if they are receiving their shipments in good order, they will become even more loyal to the club.

When consumers buy, the icing on the cake for them is knowing that the company they purchased from appreciates their business. Making sure that happens will bring you a longer list of long-term and loyal customers.

A tip of the glass from me to you!

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Wine, wine, everywhere!

We are still seeing more and more wineries opening up all over North America. In addition, there is a great deal of growth in the craft breweries and small distilleries industries, and I don’t see that it’s going to stop any time soon, which means that you may be getting less attention and fewer visitors at your winery.

Lately, I have been speaking with winery owners and managers who are concerned that they are not seeing as many people in their tasting rooms as they had in the past. It’s not that there are less people out and about tasting wine, but that there are a lot more wineries to visit in any given area. As more wineries open up, there are more choices for consumers, so it’s even more important to differentiate your winery from others around you.

Many consumers plan holidays and day trips through the Internet to help them decide on the location as well as the activities. Take a look at the websites of wineries and similar businesses around you. Do you see anything special that makes them stand out or offers a different experience from other businesses in your area? Then take a look at your website.  What are you offering? Are your offerings very much in line with other wineries in the area, or do they invite and encourage consumers to visit you?

Remember, it’s not all about the wine. Add to your website other reasons for people to visit. Are there other activities that would interest visitors who come to your winery? Add those to your website and link with those businesses, so you are also added to their website. Lots of people travel with their children, so listing family activities can be helpful.

It’s going to be a great summer and a big year for wine sales.

A tip of the glass from me to you!

Email Not Always The Best Way To Communicate

The summer and fall are when wineries do most of their events and when consumers are looking for things to do. The good weather gives people the urge to get out and do something fun and perhaps something they haven’t done before. So make sure they know about you.

Which brings me to the gist of this week’s blog: what are you doing to bring new people into your winery? And more importantly: how are you doing it? These days many wineries communicate almost entirely through email, their website or social media. You might reach a small percentage of your current customers or people who have visited your winery before, through these avenues, but when you take a look at your email open rates you will find that a large percentage of people on your mailing list are not opening the emails and definitely not clicking through to find out more about what you are promoting.

Email is a double-edged sword. It’s an easy and inexpensive way to send information to your customers, but most wineries have low open and click through rates and the conversion rates (the number of people who click through and actually take advantage of the offer) are lower, still.

Incorporate other ways to reach people into your advertising and promotion mix.

•  Send out press releases to local magazines, radio and TV stations as well as wine bloggers and wine-related Facebook sites.

•  Let local and regional bloggers know what is happening at your winery.

•  Consider postcards and follow them up with emails as a one-two punch. This has proven to be more effective than sending either one alone.

While email, the web and Facebook are all good ways to get the word out, they are not the only ways and you shouldn’t rely on them alone to promote your winery, wines and events.

A tip of the glass from me to you!

Email, Email, Email…

Between the 2nd and 5th of August I received 16 emails from wineries, with the majority (9) arriving on the 4th.  These emails contained newsletters, invitations to events, discounts on wines, a chance to win prizes, an invitation to a cruise and more.  I know that I get emails from a larger group of wineries than most consumers, but even so, there is a lot going on out there in the wine world.

How are your emails working for you?  What’s your open rate, what’s your click through rate, and most importantly what’s your response rate?  How are you catching people’s attention with your winery emails? These are all things you should know. You might be sending out a 1000 emails, but if only 26 people are opening them, your emails aren’t going to be a very effective way to sell wine.

Think about sending an email survey.  Keep it short, only two or three questions. Plan a series of survey emails to discover what your customers are looking for, how they buy wine, what type of events they like, whether they open your emails or how often they visit the winery. You might want to know how many emails your customers receive from wineries and how often.

Most of us (there are always exceptions) like being asked for our opinions and are willing to give you our feedback.

Short email surveys are a quick way to get information from your customers to better their experience and your bottom line.

Enjoy the rest of the summer and sell, sell, sell!