Winery "Direct to Consumer" Sales Process

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Presentation Description

Three Steps to Direct to Consumer Sales.

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Presentation Transcript

Slide 1:

Winery Biz 101: Three Steps to “Direct to Consumer” Sales 1 © 2011 WineryTransitions.com

Slide 2:

© 2011 WineryTransitions.com “DtC” Metrics from the “Trenches” 25,000 cases 99.95% “Direct to Consumer” 60,000 to 70,000 visitors $50 to $70 wine sales per visitor 5 – 7% club conversions per visitor 11,000 to 13,000 club members $450 to $550 annual club member spend $11 to $12 million total revenue 2

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© 2011 WineryTransitions.com 3 “Direct to Consumer” Sales Defined Tasting Room Club Memberships Email Blasts Telemarketing Internet Social Media Mobile

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© 2011 WineryTransitions.com 4 Differences between Distribution and “DtC” Distribution Brand Driver(s) Gatekeeper Compare Marketing Products Selling “DtC” Destination Relationship Personal

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© 2011 WineryTransitions.com “DtC” Sales Funnels 5 Winery

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© 2011 WineryTransitions.com Prospecting 6

Slide 7:

© 2011 WineryTransitions.com Sales Presentation 7 Welcome Ice Breaker Qualification of the Buyer Presentation Ask for the Sale Address any Objections Close the Sale Four “Closes” Tasting Fee, Contact Info, Wine, & Club

Slide 8:

© 2011 WineryTransitions.com Relationship Sales 8 - Contact Information - Club Shipments Telemarketing Email Website Social Media Mobile Marketing

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© 2011 WineryTransitions.com Prospecting = Visitor Count Sales Presentation = Four “Closes” Relationship Sales = Repeat Sales Three Steps to “DtC” Success 9