Issue link: http://winesandvines.uberflip.com/i/70680
MARKETING Looking for a perfect match? Guests sign up for the wine club via iPad in Pithy Little Wine Co.'s tasting room. time to develop, implement and maintain an effective CRM program. Root refers to this as a classic point of difference in how a winery distinguishes itself in the world of CRM. The shy and the lazy fail to connect with customers on a regular and meaning- ful basis, as do the overworked. Considering CRM candidates Carol Comini, senior recruiter from Personnel Perspective, Santa Rosa, Calif., said that CRM candidates must have a full handle on customer service, how to not only gain new customers but to also maintain current customers. Beyond that, Comini said, "Candidates must have a passion for the brand and the particular winery they're working for....Typically for someone that works in this capacity, it's their lifestyle. So even after work, their exploration of wine continues. It's part of them and who they are." When recruiting, this degree of passion should be easily recognizable. If you're reading this, chanc- es are good that you see this same type of person in the mirror every morning. The importance of wine industry passion for a CRM-related staffing role was also highlighted by Theresa Macias, branch manager of Adecco Employment Services, Concord, Calif. Macias' clients consist of large corporate wineries whose staffing needs are primarily for temporary seasonal production staff and hospitality-related education and service positions. Clients who rely heavily on seasonal staff typically maintain a lean full-time, structured and tenured staff with minimal turnover. Though Macias' clients want experi- enced candidates, she noted that the wine Devoted grape grower seeks serious buyer Object: Supply the wine grapes or bulk wine you need Likes: Working in my vineyard; enjoying great Sonoma County wine with family and friends We can help you find your ideal match — the right grower for your needs, from those perfect Chardonnay or other grapes to quality bulk wine. Who knows, it could lead to a rewarding long-term relationship. Get to know our grape growers at SonomaWineGrape.org. Need grapes? Find the grapes or bulk wine you want, in one central location, any- time, day or night at the Sonoma County Grape Marketplace: SonomaWineGrape.org/marketplace Wines & Vines MAY 2011 53