Archive | October, 2013

Marketing and Wine Attract Leads But Procedures and Workflows Convert Leads to Clients

7 Oct

Wine Marketing

“I’m sorry; our event coordinator is not on location today.  Would you like to leave a phone number and I will have her call you?” said the bartender at local winery.  I looked straight ahead, hoping I would just disappear, I knew the potential customer (lead) would not be pleased with the response from the bartender.  All I wanted to do is enjoy my glass of wine.  I didn’t want to hear an argument.

“So you are telling me I drove all the way out here for nothing?” She was not happy.  Dressed in a business suit and carrying a briefcase, the woman explained that she drove 30 minutes to meet with someone face-to-face at the winery.  She wanted information about how much it would cost to rent the venue for a private party of 50+ people.

The winery is located about 20 miles outside of Charlottesville, VA.  It’s not a convenient location to simply come back at another time.  Do you really want to rely on/tell a lead to come back at another time? No.  Should the lead have called to see whether an event planner was available? Maybe.  However, when a lead walks in your place of business during normal business hours, there should be a procedure that ensures an outstanding experience for the lead, so he or she becomes a paying client.

The winery spends a lot of marketing dollars and resources on attracting highly-qualified leads.

Marketing

The winery should create a procedure for event inquires – something like this:

A potential customer asks the bartender/staff member for information about private events

  1. Is the event coordinator available?

i.      Yes – Politely introduce the event coordinator and the lead

ii.      No – Explain that the event coordinator is currently not available at the moment

  1. The event coordinator, along with the management, should create an information packet that’s distributed when the coordinator is not available.  The packet should contain frequently asked questions as well as how to contact the event coordinator (email, phone, LinkedIn, etc.)
  2. Offer the lead a glass of wine (on the house) and ask if he or she would like to review the packet at the bar – staff member, who has been cross-trained, can either collect information from the lead to give to the coordinator or answer questions about events at the winery. The staff member should have access to the event coordinators calendar, to schedule a meeting

While it’s great to spend resources and time creating marketing campaigns that attract leads, it’s equally important to have procedures and workflows in-place to deliver a WOW experience that converts those leads to clients.  Don’t leave this to chance.

It should be fairly easy to predict how a lead interacts with your company:

–          Your website

–          Email

–          Phone

–          Your social media channels

–          Your digital ads

–          Your parking lot/front door/showroom

–          Your print ads

You should have procedures, workflows, and cross-training for your staff to ensure those leads are nurtured so they go from leads to clients.

Good luck!

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