Issue link: http://read.dmtmag.com/i/267019
1 8 V I N E YA R D & W I N E RY M A N A G E M E N T | M a r - A p r 2 014 w w w. v w m m e d i a . c o m he process of purchasing a product is not a simple one. There are actually five steps a shopper takes while accessing the emo- tional, intellectual and social triggers that lead him or her to making a purchase. It is important for wineries to understand and take into account these five steps, so that the seller-buyer relation- ship is a positive and ongoing one. RECOGNIZE THE NEED The consumer has a need or want for a prod- uct, and the reason can be simple or complex. As a vintner, you should determine what your cus- tomer needs, and why he or she might desire to purchase wine. What is the motivation? In order to sell wine, you have to discover what the cus- tomer's wants and needs are, and whether it is a simple need or if there is a need behind the need. For example, a cus- tomer may tell you that she would like to buy more wine for her enjoy- ment, but that she has another reason for purchasing more. She is shopping for wine for her wedding and wants to make sure she has the perfect one to serve at the reception. Her immediate need is for wine for the wedding, which might be a differ- ent choice than if she was purchasing bot- tles for her own enjoyment. In another case, a customer might come into the tasting room simply to learn more about wine by tasting and chatting with a server. The need could expand to an actual purchase, even though that was not the visitor's initial intent. It helps if you think about when your customers or target audience develop these needs, wants and desires to buy wine so that you can advertise to them. If your business is in an area where the local university has a strong MBA program, for instance, this might be a good audience for your promotional efforts, as these stu- dents might like to become more knowl- edgeable about wine and how to order it in a restaurant – likely a value to their careers. Ask your staff why your customers pur- chase wine. If they don't know, include into tasting room presentations some questions that will help employees discern what is motivating their customers. Think, too, about how you make pur- chasing decisions. After all, you, too, are a consumer. SEARCH FOR INFORMATION There are many ways that people research their options for purchasing prod- ucts. Imagine a number of these ways being organized in the consumers' brains as they are standing in front of your tasting counter. They might use all or some of the following: Your visitors may start by thinking about any previous experiences they have had when buying your products or a product or brand that is similar. If they've had a posi- tive similar experience, just this step may be enough for your customers to make a buying decision. If they have made what they consider to be a bad decision regarding this type of product in the past, it will take more than checking their memory banks before com- SHORT COURSE + There are five steps in the process of purchasing an item (including wine). + That process begins with the buyer's recognition that there is a need for a particular item. + The buyer then searches for informa- tion on the product. + An evaluation of the buying alterna- tives comes next. + The shopper makes the decision to purchase the product. + The seller's behavior influences future purchases by the customer. Increase sales by understanding the steps that lead to a purchase WINE WISE MARKETING ELIZABETH SLATER Inside the Brain of Buyers