The days of face to face sales are going away and people buy most products online today. In this fast-paced world, time is very precious and people don’t want to spend a lot of time shopping like they used to. They want to find the product they’re looking for, purchase it and have it shipped to their doorstep. But it is extremely important to know your customers’ likes and dislikes.
The company is constantly looking ahead and making the technological and geographical changes to remain a front runner in the industry
Ledson Winery & Vineyards is a Direct-To-Consumer winery. The company does not distribute through any other channels, therefore, it touches every customer itself to assure its customer service is impeccable and gets to know its customers. With a database of over 60,000 customers, the Ledson business is based on simple metrics of ‘people buy people’, not products.
“Dad used to say, it’s not what you say or do, that will matter with your customer, it’s all about how you make them feel. If every customer goes away feeling good about their experience, they will tell everyone. They know about how great your company is and every one of those people will tell many more. The moral of the story is simply word of mouth is by far the best advertising we can do in today’s world,” says Steve Ledson, Owner, Ledson Winery & Vineyards.
The wine industry is changing rapidly and a new generation is entering the marketplace. Their decision to whether to have a glass of wine, a beer, martini, cannabis or all of them throughout the evening is affecting the sales of wine like never before. The price point someone is willing to spend is also dropping, making it extremely important to know your customers’ likes and dislikes. Ledson Winery & Vineyards is improving its software to track and market the new generation, as well as adjust price points to make sure that the company stays on track with its long term sales strategy of making wine for everyone’s palate and pocketbook. Moreover, the company is constantly looking ahead and making the technological and geographical changes to remain a front runner in the industry.
Though the company uses software to understand its customers’ demand, however, the software is only as good as what the human puts into it according to the needs of the business, such as all contact information, birthdays, anniversaries and any such special occasion, the best time to reach them, their buying habits, what they have purchased in the past, price point of products they purchase, and color or style of product they’re purchasing. But we live in a world of change, what works today doesn’t work tomorrow in this constantly revolving world. “Change means growth in opportunities, change is important in organizations to allow employees to learn new skills, explore new opportunities and exercise their creativity in ways that ultimately benefit the organization through new ideas and increased commitment,” adds Steve.