If I said to you, “Phone sales could be your winery’s next big leap forward with DTC”, what would you say? I suspect you’d probably scoff!
You might be more intrigued, though, if I said, “Do you know just how successful a wine club phone concierge can be in enhancing your club revenue and mitigating attrition?”.
We’ve all been so acutely turned off by robo calling and phone scams that we’ve forgotten how impactful a human voice on the other end of the telephone can be. In addition to building on a relationship with club members (remember, these folks are already on board your train) a phone concierge can:
Encourage add-ons to club shipments and significantly impact bottom line
Promote special offers and sell more wine between club shipments
Extend the length of membership
Increase RSVP’s to club events
Collect psychographic data from your members
Reduce the number of card declines
If you think this sounds way too risky, please know there is a way forward if you set it up correctly and address each of these issues:
You need the right person in the phone concierge seat because at its heart, this is a customer service position combined with sales
The phone concierge needs to be trained;
You need to be strategic about who you are calling), why you’re calling, and when you’re calling;;
Get your club members comfortable with receiving calls; managing their expectations in advance is critical.
The really cool part is that phone calling and emails to your club can work in tandem to enhance overall effectiveness. It requires organization and time up front to develop a process, but once that process is solid, you move into repeat mode.
If developing a phone concierge position sounds like something you’re willing to invest in, both in terms of time and money, give one of us a call and we'll schedule a time to talk about ideas.
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