Winery A

Challenge

For one of our first clients, some of our initial sales reps made calls from information on shipping forms and were able to garner some sales. The process was tedious, unorganized not optimized for building long-term customer relationships and retention. More recently, the winery’s tasting room was closed for remodeling for about 6 months and some customers weren’t sure where they went or what was going on.

Solution

We started with the basics and entered all customer data electronically and imported them to our CRM system. We followed our process of calling each and every customer and organized them into interested/active, old data and Do Not Call. From there, we established a call schedule for all actives – touching base with them 2 to 3 times a year with specials and announcements, etc. We also focused on their Wine Club members, not only in terms of incremental purchases but keeping them in the Wine Club by reminding them of the many benefits of membership.

Results

After about 20 months of calling the database, we doubled the industry average club member lifecycle of 18 months to 36 months, with 49% of phone sales attributed to non-wine club members and 51% to wine club members.

While the tasting room was inaccessible to the public for six months and the winery couldn’t rely on a retail presence to drive customer awareness, we maintained sales with consistent and compelling calls. Once the new tasting room opened, we promoted it on scheduled calls, especially to those we knew hadn’t visited the winery in a year or more.