To sell wine, get on the phone

The humble telephone is one of the most overlooked sales channels in direct to consumer marketing. Felicity Carter hears from an expert on how to use it.

Photo by Mike Meyers on Unsplash
Photo by Mike Meyers on Unsplash

This year has been an apocalyptic one for many wineries. Wine tourism gone, events gone, restaurants shuttered. 

“Wineries have had to stand down a lot of staff,” says Robin Shaw of Wine Tourism Australia. “It’s really hard to pick up new customers right now.”

Wineries that depended on the on trade have been particularly hard hit, as have those that failed to get their online offering up and running during the good times. But for some wineries, the Covid-19 pandemic has revealed a silver lining. “What wineries are finding is that their loyal customers are sticking by them,” says Shaw. “People in the local community want to support local businesses and that includes wineries.”

The question is how to tap into that loyalty. Shaw says one approach is both effective and under-used: the telephone call. 

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