The HOW Series on Millennier: #2 - Building A Millennial Customer Base

A big concern for many of us in the wine industry is price points - will we have to drop prices in order to make money these days? Many people associate price drops with the Millennial generation because it's assumed they buy cheaper wines. What if instead of dropping prices and hoping to gain sales, a business could build an additional customer base with their EXISTING prices? A business will have to change a few things in order to create a Millennial customer base, but prices don't have to be one of them. Each Friday I’ll be bringing you a specific tip and serious insight on how to reach out to Millennials as CONSUMERS. You can put these tips into practice immediately and see for yourself how effective they can be.

Last week we discussed the danger and tendency to generalize an entire generation. This week we continue our example of the young couple in a winery's tasting room...

ASK QUESTIONS

This is key. As a sales person, asking questions is how you find out if your young couple that just walked in the door are looking to buy a $35+ bottle of wine or if you need to guide them. Keep your questions casual but targeted. Find out if they are from out of town - if they have taken a special "wine country trip" they may be in the area to buy bottles. If so, be sure to mention some "insider tips" on wine and buying - they are obviously serious. Ask where they are staying - an old trick for finding out what their price range could be.

As a business owner, you are not only learning more about a group, but you are making a sale creatively and perhaps one that you never expected.

If from your questions you discover that they wouldn't normally purchase a bottle in your price range, point out a special occasion or a gift possibility. According to my own 100+ blind survey (stay tuned for full report) the majority of Millennials are willing to spend more on a bottle of wine as a gift, and 80% of Millennials sampled buy wine as gifts.

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