Recently we had the pleasure of sitting down with Marcela Pinzon, Founder/CEO of Vitis Vinifera Telesales to talk through best practices of outbound telesales. Marcela shared her insights below.
“I’ve been selling wine for eighteen years. I owe a large part of my success, from picking up on tricks of the trade, or more realistically speaking, patterns of behavior. Analyzing the purchase patterns of my top 20% of customers, over time, provided me with priceless data. If I analyzed this data in different combinations, I could easily target other customers with similar behavior, and grow my business by targeting the right customers, with the right product, at the right time.”
“This approach saved time for me, my customers, and more importantly, gave me the credibility as a sales person who brought value to every sales call. I essentially, was selling less, metaphorically, and my customers were buying more.”
“The upside to selling wine over the phone, is that everyone loves to talk about wine. Some timing patterns help the success rate along a little bit, combined with a great product, and a knowledgeable sales professional. Below are a few patterns that can result in higher success rates.”
First Best Time to Contact a Customer – Between 4:00 pm – 6:00 pm
Second Best Time to Contact a Customer- Between 8:00 am -10:00 am
Worst Time to Contact a Customer – Between 11:00 am – 2:00 pm
First Best Days of the Week to Contact a Customer – Thurs/Wed
Worst Days of the week to Contact a lead is Tues/Wed
Calling Thursday vs. Tuesday can increase success rate by up to 50%
Calling at 4:30 pm vs 11:30 am can increase results by 114%
5 Reasons to Regularly Call Your Wine Club Members
When consumers belong to a wine club, they brag about their memberships with a sense of pride, and ownership. It’s an exclusive club, it demonstrates they have knowledge about an elite subject, and enjoy sharing their wine with friends and family. With 71% of consumers, living more than 90 miles away from the winery, there is nothing more powerful than a person-to person connection.
Paul Mabry, CEO of market research company Emetry, cited at the Napa Valley Grape grower’s symposium, “We need to get out of the tasting room. We need to touch consumers when they’re at home.” Referring to the winey industry relying heavily on consumers visiting the tasting room for sales. Calling wine club members is a powerful, and personal touchpoint that engages wine club members with wine brand.
Baby Boomers, who control 70% of the U.S. discretionary income and half of the net worth in the US, is the cohort that represent roughly 38% winery sales. This is a sophisticated cohort, with a minimal social media footprint, who welcome a professional approach to customer service. By calling this segment alone, wineries can stabilize brand loyalty that will be passed down from generation to generation. This is just one example of how knowing your existing customer base, and building relationships with them, can help wineries sell smarter and capitalize on ROI.
- People Love to talk about wine – it’s a fun phone call to receive. WCM will be excited to receive a call from a winery. There is a common misconception that people don’t want to speak with a sales agent, but that is not the case when selling wine.
- Out of Sight out of Mind – Increased exposure to a brand increases brand loyalty – receiving a call from their favorite winery, is memorable. They will refer their friends and family to the wine brand that is present.
- Build Relationships – wine club members invest in your brand. As a winery you can demonstrate you care with a call, it’s a powerful touchpoint.
- Stand out from the competition. Few wineries invest in outbound calling campaigns. It’s a profitable sales opportunity.
- Be Human – your wine club member will be pleased to receive a call from a live person. You will be surprised how meaningful a call can be.
Happy Selling! Marcela Pinzon