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SALES AND MARKETING 106 WINES&VINES January 2015 H aving given at least 5,000 tours in the wine busi- ness, I am convinced that people who go on tours buy more wine and join wine clubs at a higher rate than those who do not. Why? Because visitors bond with a guide who conducts good tours. Guests are choosing to spend their precious weekend and vacation time listening to your winery's story, and it's up to you to connect with them. (See "Maximize the Value of Tours" in the May 2014 issue of Wines & Vines.) When ignored, some other areas of tasting room perfor- mance can dampen profitability. 1 Neglecting customer relationships The first point of tasting room performance to analyze is CRM (customer relationship management). Do you know your top 50 buyers? This is information most com- puterized cash registers, or POS (point-of-sale software), can provide. Even if you don't have a computerized register, your tasting room manager and hospitality staff know who your biggest buyers are. What are you doing to cater to these customers? Are they getting a phone call two to four times a year from a principal at your winery? That group would include owners, tasting room managers, winemakers, viticulturists, etc. In short, anyone with clout and a gregari- ous personality will do. Buyers really respond to the per- sonalized contact. Not every call will be a sales call; it may be just to check in and see how the customer is doing with their new grand- child or puppy. This little gesture of rapport with top buyers will usually result in more visits and higher sales. Obviously you should keep notes after each call so that you can re- member what to say on the next call. Small gifts, such as your best waiter's corkscrew, are also appreciated. Once again, make note of these contacts to better serve your most special customers. What are their favorite wines (not just yours, but also those of your com- petitors)? What are their preferred foods? Share new recipes with them by email. Remember that while these efforts take time, if you don't do it, your competitors will. Finally, keep track of buying patterns so you can add or subtract from the "top 50" list when it is warranted. 2 What winery association? Another aspect of tasting room operations that can decrease profits when ignored is being involved with Tasting Room Pitfalls Are you making these five mistakes that dampen profitability? By Craig Root SOCIETY6.COM/UZUALSUNDAY