Vine Notes: Data dispel wine direct-sales myths, part 2

What we expose in this the second of two articles is the truth behind what is really driving direct-to-consumer (DTC) sales, specifically sales made with direct customer interactions over the telephone.

VinoPro has have compiled data from more than $­17 million worth of DTC sales made over the telephone for our partners from Jan 1, 2012, through Dec. 31, 2013. Some of this data is surprising, because it contradicts much of what you have heard in dozens of conferences and from other "experts" in their field. Fifty-plus brands are represented, and more than 60 sales representatives made the sales.

This is real data you can use, collected from real sales.Myth No. 5: Tasting room can close at 4.

[caption id="attachment_89627" align="alignright" width="300"] VinoPro has found more success in calling prospective wine consumers 7-8 p.m. in their time zones. (source: VinoPro)[/caption]

It may not seem obvious, but the numbers prove it out: People prefer to buy wine later in the day. In fact, 89 percent of sales occur 2--8 p.m Pacific Time, and almost 20 percent, 4--5:30 p.m.

If you remain open later -- especially on the weekends -- then your winery could become Wine Country visitors' last stop. The reality is that customers likely will be more susceptible to recommendations and also have a softer grip on their pocketbooks at that time.

In reviewing the graph here, you can clearly see that customers on the East Coast buy the most wine 7--8 p.m. The same goes for every region across the U.S.

Wineries that try and use their tasting room staff to call customers and sell them wine during normal business hours almost always fail.Myth No. 6: 'Free shipping' sells more wine outside California.

Ever wonder why Amazon Prime is such a hot product on the Internet? Fact: Acknowledging that the cost of shipping wine is a hot button topic for consumers allows you to address the issue and use it as a tool to sell more wine. Sending out email blasts with, "Shipping included on all three-bottle orders!" just trains your customers to wait for these deals before they buy and does much more damage to your brand than good.

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