All should have a clearly defined value proposition. If by any chance your winery doesn’t have a written value proposition, it is time to start writing. There is plenty of information online to help you along.
A value proposition is “an innovation, service, or feature intended to make a company or product attractive to customers.”
Your value proposition should tell guests the reasons why it is better to buy your products, and the benefits of doing so. Some of the things that provide value to your clients are:
How your grapes are grown and how your wine is made
- Where the wines are grown.
- The singular way that the grapes ripen.
- The equipment used for growing the grapes and making the wine.
- The unique experience of your vineyard managers and workers.
- The unique focus of your winemaker and winemaking staff.
- What makes your wines different to those sold by many other wineries. Specific or unusual winemaking methods and equipment. Interesting or unusual varietals or flavors.
- Commitment to Hospitality & Customer Service
It is also important to let our customers know what they can expect when they visit your winery. Not only do you let them know that they are treated well, you also want them to know why they are important to you. So add that to your
Once that is done, we move to step two, which is an individual value proposition crafted around not what you do (in whatever position you hold in the winery) but why you do it.
If you are dealing with the public in any way and especially those of you who interact with guests in your winery hospitality center, your own value proposition is a must have. Obviously, it is important to know the winery’s value proposition in order to pass the information along to the guests. Though many of your guests are also interested in the people they meet in the winery as well as the wine.
A tip of the glass from me to you.
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
