Bespoke Collection is a boutique wine producer and lifestyle brand based in Napa Valley. In addition to offering premium wine, we also provide a curated selection of premium wine and art experiences. Aside from selling to everyday wine consumers, we also offer a series of corporate programs which is what we rely on for a significant portion of our revenue.
Selling wine isn’t as anecdotal as you might think — meaning, our sales teams can't rely on simple demographics to discover potential clients. I knew early on that in order to grow our revenue and bring our wine and art products to new clients, we had to prospect to specific, targeted personalities.
But in order to do so, we had to start carefully monitoring each of our customers' buying behaviors to create ideal profiles. Not only did this allow us to identify which profiles to target, but it also enabled us to establish highly personalized relationships with our customers, creating more opportunities to upsell and grow our revenue.
Build a Foundation of Great Data
Whenever someone enters one of our affiliated retail locations or tasting rooms, we automatically create a profile to log which wines they appreciate, monitor how often they visit, and track past purchases. When significant information is discovered, it is added to the appropriate customer profile noting details such as birthdays, anniversaries, varietal preferences, and even information about his/her spouse. From there, we can constantly monitor our ideal customer profiles and have our sales teams prospect to audiences with the highest propensity to buy.
Unfortunately, all of this would be in jest if we didn’t create a foundation of great, personalized customer data inside of Salesforce. By establishing a culture where quality customer data is essential to our business, we are constantly in the know of our buyers and where to prospect next.
Once we have identified our ideal customer profile, we begin various prospecting campaigns. We recommend a cloud-based tool that connects to your CRM system that you can use to isolate groups of decision makers within various local companies — we use Salesforce Sales Cloud and Data.com.
Using Data.com, we’ve been able to isolate groups of decision-makers within various Bay Area companies — for the sake of driving traffic to Ma(i)sonry Napa Valley (our retail business), and to encourage corporate gifting.
By keeping that 360-degree view of our customers, we can understand buyer profiles and effectively prospect based on the right criteria. This is critical to our success of tailoring a personalized experience and selling to the right audience.
Personalize with Social Media
Given the focus on premium experiences, we are driven to create emotional connections with our clients — which equates to more referrals and higher orders per buyer.
Social media provides an in-depth look into buyer behaviors beyond simple preferences and demographics. One way we’re capitalizing on social media is enabling our reps to proactively research customers’ statuses and their propensity to purchase via their social profiles.
Additionally, it allows them to add more personal, interest-driven content to our local clients and prospects — resulting in more predictive and tailored experiences.
Personalized prospecting isn't as simple as going with your gut feeling on who you want your reps selling to and what you intend on them saying. For us, it involves carefully monitoring our customers' buying behaviors and demographics so that we can target specific personalities to deliver tailored experiences. Not only does this help us deliver positive customer experiences, but it also grows our revenue in a highly competitive industry.