“On a cold January day, a forty-three-year-old man was sworn in as the Chief executive of his country. By his side stood his predecessor, a famous general who, fifteen years earlier, had commanded his nation’s armed forces in a war that resulted in the defeat of Germany. The young leader was raised in the Roman Catholic faith. He spent the next five hours watching parades in his honor and stayed up celebrating until three o’clock in the morning”
– Simon Sinek, “Start with Why”
Many would assume that Mr. Sinek is talking about John F. Kennedy but actually he is talking about Adolph Hitler, as it was January 30, 1933.
The point is that, in many situations, we make assumptions based on insufficient information. If our information about our customers’ motives is incomplete, we may not understand their reasons for buying wine, joining the wine club, attending events and staying loyal to our brand.
There are many different reasons why people buy. Before we begin the selling process with customers who: visit our tasting room, attend at events and outside tastings, learn about us through friends or advertisements, we should find out what motivated them to visit or pick up the phone and buy our wine.
What motivates your customers to buy is not always the wine, or your presentation of a long monologue about the wine to customers who may only understand one out of five words that you say.
Until you discover what brought your customers to your winery (it could be happenstance or intention) and what part wine plays in their lives, you will have a harder time selling them more than once.
Whatever the reasons are that your customers buy, you need to discover and understand what it is that will make them into loyal and long-standing customers. Learn more about them and they will want to learn more about your wine.
A tip of the glass from me to you!
Next week, we will delve into what encourages people to buy and become loyal to your brand.
