The tasting room is where people gain an understanding of your brand. It’s human nature to cast judgment on products or activities as a whole, based on the experiences associated with them. The appearance of your tasting room, the attitudes of those serving the wine, and the perks offered are all contributing factors to the overall experience. This will define your brand for your customers.
A key to being successful in any direct to consumer environment is to be the source of what is making people feel good. This applies to any service and any industry. People are drawn to things that leave them with a sense of satisfaction. Think about certain activities that some of your friends have incorporated into their lifestyles because they enjoy the experience. Things like yoga, or spin classes often provide those participating with some sense of wellbeing that keeps them coming back.
What feeling are you providing? What is unique about the experience at your winery that sets you apart from your competition? Do your customers advocate for your brand and help spread the word to their network?
You should be able to speak to each of the questions above and respond confidently. If that’s not where you’re at, it’s time to make some changes. You want to leave people longing for the feeling they experienced with you. This will result in positive publicity for your brand, which is the ultimate goal.
Here’s four things to consider:
- Excitement (before the sale):
If you’re able to get your customers excited about your product, you will keep them wanting more. Often times including a gift with purchase will make this happen. This will help customize the experience and prompt your customers to recognize what sets you apart.
- Passion & Confidence (before, during the sale):
It’s going to be a little difficult to get other people excited about your brand if you’re not oozing passion for it. Cultivate your passion. If you’re confident about why you believe in your brand and can share that with others, you’re giving them the opportunity to share that experience and establish their own connections. Ultimately you want your love for your brand to infect your customers so they help spread that excitement to others long after they have left your cellar door.
- Getting deeper than a name and an email (during the sale):
There’s value in creating personal relationships with your customers. If you become aware of personal details and can offer services accordingly, your customers are more likely to make your brand a part of their lifestyle. Gaining this information is the most imperative part of the process because it creates a strong foundation consisting of a trusting customer-seller relationship which will prove invaluable.
- Personalization (post sale):
If you are completely invested in your brand your sales will reflect that. Great customer service is what keeps people around. It’s important that your goal reaches beyond growing your mailing list. Aspire to collecting details such as where your customers signed up, or why they decided to do so. Was it for a special occasion that you can record and speak to in the future? It’s details like these that add magic to the experience. People want magic, and sometimes it’s easier to create than you may think. Get personal, and be genuine.
Experiences are everything. They teach us how to feel about things. Remember that initial experiences reap long-term benefits. Make sure people start off on the right track with your product by leaving them with something stimulating to talk about. Take the tasting room service to the next level and the customer’s satisfaction and dedication to your brand will follow suit.