Tag Archives: Sales Automation

4 Ways Analytics Will Improve Your Brewery or Winery Sales

4 Ways Analytics Will Improve Your Brewery or Winery Sales

By Jack Tompkins

Avoid poor performance with some pour analytics!

In the brewery/cidery/wine world, analytics can increase sales, improve customer insights, and most importantly, support and refine your gut instincts!

Whether you sell through a taproom or you have the full restaurant feel with the best beverages in town, analytics can help improve your day to day and leave you time to enjoy some of your very own hard work.

For brewers, if you get creative and dedicated enough (plus some extra equipment), analytics can even have a meaningful impact on the brewing process (shortening the time by a few hours).

For now, though, we’ll focus on making your top sellers even better, building loyalty with customers, and selling the amazing product you’ve already perfected.

#1 Further Identifying Top Performers… and What To Do With Them

You most likely have a pretty good sense of what your top performing drink is, regardless of the analytical power you have available. There’s a good chance that some further analytics could help enhance your top performer’s sales though.

Are those high sellers typically sold at a certain time of day or day of the week? Are they the highlight of the tour? What is typically ordered with them? How do they perform when on sale? Is the top seller also the most profitable?

Getting data supported answers to those kinds of questions can really help you lean into your top sellers and make it the top seller in the state, not just your taproom.

Running promos for your top performer

Using analytics, you can determine how top performers sell on certain nights, days, or times of day. Using this data, you can create promos that target times when the drink sells well and see if it sells phenomenally during the promo (more of a good thing is great, right?). On the flip side, you could try offering the promo when sales are typically a bit down, thus evening out the sales and using your top performers to bolster weaker sales periods.

If either promo works particularly well, you could then try it on some second-tier drinks and see if it helps their sales as well!

Selling your most profitable drink

You and your accountant potentially boil things down to financial metrics on a “per barrel” basis, but what about expanding that thinking to the pint and individual sale level? Is the breakdown of wholesale to taproom sales optimized for profitability? What is your most profitable drink sold in combination with?

You could always include your most profitable drink in an upsell opportunity, use it in promos since it has a higher margin, and pair it with food options that make sense for the customer’s palate and your business’ bank account.

You could also expand this to general menu profitability, but that’s a piece for another article (still heavily relating to analytics though).

What pairs well with that?

Do your bartenders and waitresses get this question a lot? Of course, the safe answer is for them to disregard their own taste buds and go with the popular answer, but it’s sometimes difficult to know that, let alone upsell another item in that context.

With analytics, you can have the two most frequently ordered food items with that drink at the tip of your fingers for a quick and data supported answer that your customers will likely enjoy the most!

Don’t sell food? Everyone sells flights of beers/ciders/wines, and sometimes a combination of all three! The same math applies here – you can quickly say what typical flight combos are or upsell to suggest the most profitable tastings that go with the rest of the flight.

What sells best after a tour?

Maybe it isn’t your top performer. Maybe something in the sales pitch/historical fun fact/story about the creation made it a top tour seller. Analyzing the data can tell you what the financial results of the tour are and help you leverage that experience in other sales points.

The shortened version of that same story could be put to good use at the bar and increase sales there as well!

 

#2 Put Your Marketing Data to Use

There is a lot of power that can come from your audience. Marketing data can give you insights into not just top sellers, but most popular options (not always the same), most talked about drinks and events, highest return on drink-related campaigns, and many other pieces of analytical gold. Just refer to the folks at WIMS for the power of your marketing data.

Pay attention to your marketing avenue’s data and you can develop strong, loyal connections with local residents. If you’re able to identify people who engage with your material most often, wouldn’t you want to encourage that behavior? Throw them a free sample of a new beer or get their opinion on a recent event. Whatever it is, people love to feel appreciated and will maintain loyalty because of it.

Analyzing your marketing data can help find these individuals who love your brand and you can develop a mutually beneficial relationship with them. They also probably represent your target market so that makes them the perfect test subject for new ideas, and you can extrapolate from their comments/reviews and apply it to the larger population of your target market with some simple statistics.

 

#3 Analyze and Cater To Repeat Business

Similar to your loyal social media followers, it’s important to take note of your repeat customers. You should be able to track this through your POS data. Of course, folks who saddle up to the bar several times a week are going to be easy to identify, but people that come by once a month might be harder to remember, let alone remember their preferences.

Acknowledging these repeat customers goes a long way. Using your data, you can learn their preferences, food they order, favorite style, other options they would enjoy based on their tastes, etc. and it can help give you an additional level of insight that make you and your waitstaff look great.

Repeat business is the key to success. Spending 10 minutes analyzing their data can result in a loyal customer for life.

#4 Put it All Together

Now, let’s combine all of this into a logical, and very effective cycle that can result in significant long term benefits for your business.

  1. Start with identifying your top sellers and most profitable drinks – these will always come into play

  2. Engage with folks through social media, blog posts, and email marketing to further promote those top selling/most profitable options and generate some buzz for them

  3. Take that marketing data that you gather from the campaigns and identify what is most popular, who shares it, who actually comes in to purchase it, etc.

  4. Study the “what pairs best” combinations of food/flight options to satisfy customers when they come in

  5. Pay attention to, acknowledge, and examine the data for your repeat customers to build strong loyalty

  6. Continue nurturing this end to end cycle of satisfied, loyal, and maybe slightly intoxicated customers that you now have supporting you week in and week out

A little bit of analytics goes a long way and can greatly help in every aspect above. You’ll be targeting better customers, be more efficient, save money, and increase revenue all with adding a few key analytical practices to your process that won’t take away from your day to day or your gut instinct.

If you’re interested in seeing how we can help implement these strategies at your brewery/winery please reach out to us here.

Also posted on the Pineapple Consulting blog here.

Marketing Sales Automation Tech Stack

The Best Marketing and Sales Automation Tech Stack for B2B Businesses

Just about every company in America would publicly emphasize that they’re committed to revenue growth (this is more important than ever now). Yet simultaneously its common to try to cut corners and get cheap when it comes time to invest in tried and true resources that help them realize that goal. Further, these resources will easily pay for themselves and more by leading to significant ROI both monetarily and via efficiencies.

In 2019 I can’t believe companies still need to be convinced that they need things like CRM programs and marketing automation but here we are.

And let’s get one thing out of the way before going any further. No, having a free HubSpot account doesn’t count as investing in a CRM program. It may be slightly better than a Google Spreadsheet (yes some solely use that as their “CRM”) but it’s still a lame attempt at best (that’s not to knock them, they have a fine platform if you’re willing to pay the fees to upgrade it).

Fortunately, there is an upside whether you have a CRM and marketing automation system or not. Regardless if you have none, a poor/dysfunctional one, or even one that’s working decently well, now is a great time to make it even better. Take the time, make the investment, and ensure it’s a priority to get dialed in and implemented now to lead to massive dividends later.

Anything worth doing is worth doing right, so I’ve put together a list of the best tech stack in the game to work synergistically and seamlessly whether you’re a solo entrepreneur or a $100 million company with hundreds of employees.

To set the ground rules this piece is predominantly focused on marketing and sales automation. There are plenty of additional angles to take to assist with ERP, HR/recruiting, etc. (if there’s interest I’ll gladly do a follow up post). Also, there are a variety of effective approaches and platforms to pull this off so in some cases I’ll include secondary and tertiary options. If your favorite tool is omitted it doesn’t mean I’m not a fan, just trying to make this easier in a world with a vast amount of options to avoid analysis paralysis. I’m not going to let that be your excuse not to take action and execute.

Ok here we go.

Communication

This is obvious, but your base starts with communication, so email, mobile device, etc. Personally, my preference is overwhelmingly an Outlook and iOS base. However, Gmail/Google Suite or Android are just fine. I use both Outlook/Gmail and both accounts are connected/integrated with my CRM. If you’re working in teams, adding Slack to the mix is worthwhile as well. Price: $5-$10 per user per month.

CRM

This is really the major component that ties everything together and is the key to making everything else in your business work. If you’ve read anything I’ve written about CRM’s you know my #1 preference right now is Zoho One. It does so freaking much for your company for the price that it’s absurd. Their tagline is: “The Operating System for Your Business” and it’s 100% true. There are literally 40 applications that go along with it that could easily eliminate much of what you’re using right now. But if you love your other platforms and want to keep them it also integrates with them all.

A few steps allows you to sync and keep track of all your communication with clients and prospects, ensure you follow up with leads who fill out contact forms or simply visit your website (yes it includes a heat map and website analytics) and so much more. I also use it for project management.

Almost on equal footing (albeit it comes with a much higher price tag) is Salesforce, followed by HubSpot. These are both great platforms, they just cost a whole lot more to license and don’t come with the extra bells and whistles that Zoho One does. Price: $30-$40 per user per month.

Social Media

This section will be brief, your company has got to have at least the following accounts: LinkedIn, Instagram, Facebook, and Twitter. If you want to add others to the mix more power to you, but this is the base. I use Zoho to manage, automate, and track my posting (which is included) but you could easily use Hootsuite too. Price: Free (Zoho) – $30 per user per month for Hootsuite.

Email Marketing

Another quick section: you need to be incorporating email campaigns into your marketing activities. Email isn’t dead, that’s a lie (neither is direct mail, but that’s for another time). This is one where you could get away with Zoho to manage it, yet I stubbornly have stuck with MailChimp. I love the platform, the company, and what it stands for and have remained loyal. You can start with a free account for under 2,000 contacts, I have more in my list, so I pay a monthly fee (the fee staggers based on your amount of contacts). Constant Contact is a fine option too. Both integrate with Zoho. Price: Free (Zoho) – $30 per month and up for MailChimp.

Contract/Proposal Management

If your company is like mine, you crank out a lot of proposals and contracts on a regular basis. While we customize each one there is still plenty of overlap and recurring content that we leverage often. Standardizing as much as possible with templates creates a HUGE advantage. It allows us to crank out much more in less time. Business is a numbers game, i.e. more activity leads to more volume, which leads to more sales and revenue. So being able to get more proposals and contracts out in a timelier fashion is going to make a tangible impact on your business alone. For this I use/recommend IntellyDoc. Adding this to your tech stack is going to make a major impact on your business. Price: Free (Freemium Model) – $150+ per month depending on your company’s situation.

Payment Processing

Not that your company is closing all this new business you’ve got to collect, right? I have an account set up with PayPal, Square, Stripe, Venmo, Zelle, Coinbase, and Gold Money to collect fees from clients. I recommend having them all nothing else in your business matters if you don’t collect the fees you charge. They all connect to your bank, which should connect to your bookkeeping platform, which then connects back to the CRM to tie in deal flow tracking and to assist with financial forecasting, etc. Price: Free aside from a percentage per transaction.

Bookkeeping

QuickBooks gets all the love, but I’ve been using Wave and it’s really great too (you’re probably sick of hearing this by now but Zoho has an application that comes with your Zoho One account too). QB integrates with Zoho, Wave doesn’t which is a minor annoyance, but I created a work flow to work around that.

Other recommendations:

Scheduling: Acuity is awesome to assist with scheduling meetings, demos, calls, etc. by allowing folks to see open times on your calendar and book appointments. They have a freemium model.

Ecommerce: Shopify.

CRM Revisited (Again): It Should be Your #1 2018 Priority

I’ve been harping on the importance of CRM programs for about a decade now (here’s the last time), yet it still hasn’t caught on the way it should. This is the year that changes. Like with most technology, competition, economies of scale, and innovation have driven costs down significantly. Not only are they cheaper, but the functionality and value has simultaneously increased dramatically. Now, you can even get basic versions of a CRM program for free. It’s why acquiring and implementing a CRM program is my #1 recommendation for every business, regardless of industry or target market, if you’re looking to increase revenue.

Whether you work for a large and complex company, or if you’re an independent freelancer, or if you’re a sales mercenary who is compensated by getting to “eat what you kill,” there is a CRM program out there for you. Regardless of your budget (or lack thereof), you can customize the level of sophistication of your CRM program, as they all have various subscription levels. Further, there was recently an absolutely game changing announcement from one of my CRM platform preferences (and the one I personally use for my business).

Zoho One – An Operating System for Business

“Zoho One is a broad and cohesive set of applications that work collectively to run an entire business on the cloud. It includes more than 35 web applications and an equal number of mobile apps—under a single sign-on, with centralized administration and provisioning—making it a true operating system for any business. While each application punches above its weight against the competition, collectively they deliver a knockout punch.

With Zoho One, we’ve put together all the applications a company needs to acquire and serve its customers (marketing, sales, and support apps); run its operations (finance, recruiting, and HR apps); and provide all the tools for its employees to work collaboratively and get their work done (office suite, mail, personal productivity, and collaboration apps). Almost any company has these same needs. With Creator, our drag-and-drop app builder, customers can even build custom apps for unique business needs—like logistics scheduling—and put them under the same umbrella that forms the single operating system for their business.

Zoho One is available at $30 a month—or just about a dollar a day, per employee. ($35 if you pay on a month-to-month basis).”

While WIMS, Inc. is platform agnostic (we work with all of them, including Salesforce, HubSpot, Microsoft Dynamics, and Insightly among others) it’s getting more difficult not to refer my clients and prospects straight to Zoho right now. There are of course exceptions, but they’ve built something special, particularly for entrepreneurs and small businesses.

Now, back to the more general CRM theme.

They all integrate with your email provider of choice, along with most social media channels, so tracking communications is easy (and automated). There are an incredible number of third-party add-ons you can incorporate depending on how robust your operations processes are to add additional functionality too.

Most importantly however, is that the ROI (return on investment) will more than make up for the expense.

CRMs help you automate your sales process. The more automated your sales cycle and follow up efforts can be, the greater volume of deals your business will be able to close. Further, the more accurate data you have about your sales cycle, the more deeply you can analyze it to gain insight that will not only help increase revenue, but ultimately help you improve:

  • Close rates,
  • Customer service and retention,
  • Length of sales cycle, and
  • Forecasting efforts and projections.

While implementing a CRM program can be a significant commitment initially, if you do it right, the benefit to your business is invaluable. With just over two months left in 2017, now is the perfect time to start planning and conduct your due diligence to start 2018 with yet another New Year’s resolution.

We’re here to help if you need it!

CRM

CRM Revisited: It Should be Your #1 Priority Heading into 2015

Customer Relationship Management (CRM) programs aren’t only the future of business; they’re the present. And they aren’t just for Fortune 500 companies anymore either. Like with most technology, competition, economies of scale, and innovation have driven costs down significantly. Now, you can even get a basic version of a CRM program for free. Without a doubt, acquiring and implementing a CRM program is my #1 recommendation for businesses of all kinds looking to grow and increase revenue.

Whether you’re an independent freelancer, a sales mercenary who is compensated by getting to “eat what you kill,” or a large and complex company, there is a CRM program out there for you. Regardless of your budget (or even a lack thereof), you can customize the level of sophistication of your CRM program as they all have various subscription levels. Most integrate with your email provider of choice and have a mobile app too. Additionally there are an incredible amount of third-party add-ons you can incorporate depending on how robust your operations processes are.

Now don’t get me wrong, it’s not like building a CRM program is a cheap and easy task, far from it in fact. So keep in mind when considering which CRM program is best for you that the cost typically exceeds that of the user license fee. They require a significant amount of time and commitment, especially in the beginning when you’re just getting started. Don’t let that deter you however, as the ROI (while seemingly intangible at first) will more than make up for it, assuming it’s implemented correctly. In fact, the average ROI of a CRM system is $5.60 for every $1 spent.

CRM systems allow you to track and store vast amounts of data about your customers and prospects. The more data you have about your sales cycle that is accurate and relevant, the more deeply you can analyze that information to gain insight that will not only help increase revenue, but ultimately help you improve:

  • Close rates,
  • Customer service and retention,
  • Length of sales cycle, and
  • Forecasting efforts and projections.

Just as important, CRMs also help you automate your sales process. The more automated your sales cycle and follow up efforts can be, the greater volume of deals your business will be able to close as opportunities will be less likely to slip between the cracks.

By now you are probably either thrilled by the amazing potential a CRM program can provide, or perhaps you’re overwhelmed by the thought of endless amounts of data. If you’re like me and skew towards the former, below is a list of the necessary things to consider before rushing into it, along with some things to keep in mind after you’re fully operational.

  1. Conduct an “audit” of existing processes and database.
  2. Clean up your existing data to avoid the dreaded trap of “garbage in/garbage out.”
  3. Code your database to more easily identify priority contacts, “ABC”.
  4. Perform a sales cycle analysis, what are the typical steps involved and the time frame?
  5. Customize CRM pages, fields, and layouts with your appropriate specifications.
  6. Training of users/administrators.
  7. Import your database and start beta testing.
  8. Integrate with your existing systems, i.e. email, QuickBooks, etc.
  9. Reporting and sales forecasting.
  10. Ongoing maintenance, monitoring, updates, and improvements.

While implementing a CRM program can be relatively time‐consuming and expensive, if you do it right, the benefit to your business is invaluable. Don’t dismiss CRMs and cloud‐computing as trends that will soon go away, otherwise your competition may have already long passed you by the time you’re ready to get on board. With just over a month left in 2014, now is the perfect time to start planning and conduct your due diligence to start 2015 with yet another resolution.