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w w w. v w m m e d i a . c o m M a r - A p r 2 014 | V I N E YA R D & W I N E RY M A N A G E M E N T 1 9 quality or other factors that are important to them. They might read several reviews and compare prices, ultimately choosing the product that satisfies most of their parameters. This information search clarifies the problem for the consumer by suggesting criteria to use for the purchase, by informing them about wines that might meet those cri- teria and by developing consumer value perception. A consumer's evaluation criteria can represent the objective attri- butes of a brand, such as the foods a particular wine might be paired with successfully. It can also involve subjective factors, such as the wine that has a prestigious image and impresses other people when one takes it to dinner with friends. These criteria establish a set of products that are deemed appro- priate for that particular consumer. They identify brands that a consum- er would consider acceptable from among all the brands in the product class, of which he or she is aware. Don't forget that purchasing is an emotion decision as much as an intellectual one, and subject to our individual biases. It is usually accepted that most of us are more willing to gather facts or informa- tion that support our conclusions and disregard those that don't. We are also willing to ignore informa- tion that we do not think is relevant. MAKE THE DECISION After gathering the criteria for the buying decision, customers are ready to take the penultimate step. This stage can be broken down into three parts: 1. Customers have decided they need the product, taking into con- sideration the price, past experi- ences buying from sellers they are considering, and the return policy, among other things. 2. The decision of when and where to buy can be influenced by the store/tasting room atmosphere, time pressure, a special price, and a positive experience with the seller. mitting to a purchase. Perhaps they will solicit the opinions of friends or family members who are with them at the winery, or think back to something they have read or seen about your products. They may even look at informa- tion such as testimonials, advertise- ments or reviews of your wine that are available in your tasting room. Most importantly, they will listen to what the tasting room employees have to say about the wines, and how these employees help them relate to the product and make it important in the customers' lives. Take a look at your website, e-mails, social media, marketing and collateral materials and ensure that the information provided will make it easier for customers to begin making a positive buying decision before they even get to your winery. For most consumers, 10 words that help them internalize how buy- ing your product will have a posi- tive impact on their lives are more important than 100 words on the scientific methods of making wine. That information can always be pro- vided later, if the visitor wants it. EVALUATE ALTERNATIVES Once consumers have deter- mined what will satisfy their wants or needs, they begin to narrow the search. This may be based on price, 3. Why not to buy. This choice can be influenced by a negative reac- tion to the shop atmosphere, the employee helping them, percep- tion of worth, or the price. AFTER THE PURCHASE The goal for businesses is not to have customers who purchase just once, but for repeat lifetime customers. Companies need to find ways to combat buyer remorse. After purchasing a product, the cus- tomer compares it with expecta- tions and is either satisfied or not. Feelings of satisfaction or dissatis- faction affect the purchaser's value perceptions, what he or she says to others about the product, and repeat purchase behavior. Post-purchase communications are important to relationship-build- ing between sellers and buyers. I work with a winery that sends a handwritten note to guests who make a purchase of a certain num- ber or amount of money spent. The employee who served the custom- er is the one who writes the thank- you note. It happens sometimes that visi- tors spend more than they usually do for wine, or buy more bottles they had initially intended. This can cause them to believe that they spent too much, so these feelings can be assuaged by follow-up from the winery or the person who made the sale, to remind the buyer that he made the right decision. By understanding and respond- ing to how their customers arrive at purchasing decisions, wineries can grow their sales through enhanced marketing efforts, staff training and education, and how employees react to each visitor. A closer rela- tionship to your audience will likely result in increased sales. Elizabeth Slater is the owner of In Short Direct Marketing, a direct marketing company that works with individual wineries and winery associations. Comments? Please e-mail us at feedback@vwmmedia.com. Customers' previous experience buy- ing wine – positive or negative – may influence their purchasing decisions in your tasting room. Photo: Thinkstock/ Spencecater WINE WISE MARKETING ELIZABETH SLATER