The Wine Contrarian
February 19, 2009
Serendipity is fun. Within about an hour of finishing my article in the last issue of this newsletter, where I talked about the importance of being “contrarian” in your thinking, I found an interesting e-mail in my own inbox. This one was the weekly e-mail newsletter I got from a wine shop we like called Chapel Hill Wine Company, and its owner, Todd Wielar.
I enjoy his newsletter because he provides good updates on different wines; but more importantly, because he write in an irreverent, almost tongue-in-cheek style. Bottom line: I enjoy reading his e-mails each week. (Something to consider in your own communications!)
So here’s an excerpt from the message I was talking about:
Deals: Kind of goes hand in hand with value, I guess. But I will be focusing more than ever on finding really good deals. Which means buying big. Not exactly what my accountant would suggest right now, but if I want to get the best deals, then I need to commit. So commit I will. I’m only hoping you all are along for the ride!
And these are real deals, mind you. Feel free to price shop. I know I won’t nail it 100% of the time. There is always some joker who will price their three bottles of wine x a buck cheaper after reading my e-mail. But day in and day out, I think you’ll find our prices will stand up next to anyone’s. Of course, I can just tell you I will “price match” any competitor’s advertised price, but that misses the point, doesn’t it? You’ve got other things to do than run around comparing prices. I’m hoping my six plus years of delivering the goods will reassure you that you can save your time and just buy from us!
So many good points in these two paragraphs, I don’t even know where to start. Let’s review them one at a time.
- Act Like a Contrarian – As we said in the last newsletter, sometimes it’s better to “zig” when everyone else is “zagging.” To get good deals for his customers, Todd is buying selected wines in big lots, despite what the lagging economy would suggest. You should consider taking a similar approach in your marketing, advertising, and purchasing strategies as your own economics permit.
- Sell on Value, Not on Price – It’s an important distinction, because even though his two stores will usually have the low price on a particular bottle of wine, this is more of a nice bonusthan it is the foundation of his Unique Selling Proposition (USP). Competing on low price alone is a dangerous game to play, and leaves you vulnerable to the “some joker” Todd references in his e-mail.
- Explain the Value in Terms the Customer Can Appreciate – But don’t most people want the best price? Well, yes, but at what cost? Todd presents a compelling case for just coming into his store: six years experience “delivering the goods” and a reliably low price – if not the lowest price – that will save you from wasting time and effort to save a measly buck or two.
My only regret in this whole situation is that his two stores in Chapel Hill and Hillsborough are 40 and 50 minutes respectively from my house. Otherwise, the great selection, value prices, and special tasting events – combined with Todd’s humorous writing style – would make this my primary local wine shop.
Can you create as strong a USP and personality for your own business? Send in your example to newsletter@qualitytalk.com, and maybe I’ll drink a toast to you in a future issue!
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