Leads are the lifeblood of any business. Wine consulting is no different. Leads turn into prospects, turn into buyers. This is the crux of your sales funnel. This article will help you determine who will be your best leads. Once you know that, you can know who to get contact information from. You can increase your success rate in getting contact information if you only ask people who are likely to give it to you and only from people that you actually want as clients.
Not Every Lead Is a Prospect
At Vinetutor, we often talk about the 6 wine buying styles. Not all of these styles will be valuable to your business. For example, the Everyday Loyal buyer type tends to stick with the brands that they know and trust. If you are new to them, it will be hard to convince them to switch. They won’t have much interest in staying in contact with you either since you are a new brand to them. You don’t necessarily need to ask this person for their information.
Instead, focus on your most profitable segments. Enthusiasts, Engaged Newcomers and Image Seekers are better choices. They will recognize that you can serve them. So, they will be more likely to give you their contact information. Here’s a suggestion on how to approach each group.
Assuming you know the palate type of the taster in front of you, the next step is to select three wines that fit that type. Present one as fashionable with high ratings. This will attract the Image Seeker. Present another as novel and artisanal. This will attract the Enthusiast. Present the third as a wine that will expand their foundational wine knowledge. This is for the Newcomer. You can know that they are a good prospect and what kind of prospect if they pick one of the three. If they don’t pick any or don’t seem moved, they may not be a good lead for you.
Another approach, and perhaps an easier one, is to pay attention to their conversation. Are they talking about the wine or about other things? If they are talking about the wine, they may be a good prospect. Next, notice how they are talking about the wine. Are they comparing it to other wines they’ve tasted? They might be an engaged newcomer. Are they talking about the score or label or region prestige? They might be an image seeker. Or are they talking about the artisanal quality of the wine? They might be an enthusiast.
Focusing on the segments that are most profitable for you will increase your success rate at getting contact information. Your processes will be more refined and will fit your specific tasters needs better. It will also be more efficient since you aren’t wasting time on prospects that aren’t a good fit.
What Information Do You Ask For?