7 Secrets of Professional Sales

WISE On-Site Training

On-Site Training Structure
We can cover the Seven Secrets of Successful Selling in one 7½ -hour session (full day of training or 2 half days). This coaching content includes about 15% of the curriculum in the WISE #111 Tasting Room Professional Course. We recommend sending a few key members (leaders first) to the upcoming WISE #111 Tasting Room Professional Course as this will only fortify the training for the rest of the team and help them use these WISE principles.

The training can be presented in one full day, or over two half days, and pre-work of mystery shopping can be given as homework. Costs vary depending on content and training time. One full day of training estimate: $4,000.

On-Site Training Content
Actual content may be adjusted as needed based your training content and budget needs. Outlined on the next page is a general overview of topics.

Session 1 (Morning Session/Day 1)
3.5 hours

Leveraging Your Brand. Brand basics exercise helps team understand the importance of getting the winery’s unique brand message boiled down into compelling and memorable stories and sound bites.

The Buyers Continuum. Explore how not all visitors are created equal and understand that they have different psychological needs depending on where they are at on the Buyers’ Continuum. How to shift gears accordingly for different needs of each category from prospects to first-time buyers to repeat buyers to raving fans.

Positive Profiling. Beyond the Buyer’s Continuum, explore how not all wine buyers are created equal and understand that they have different psychological needs depending on what their relationship is with wine in general. How to shift gears accordingly for different needs of each category from “newbies” to “know-it-alls” and beyond.

Building Rapport. Skills development on use of effective ice-breakers, the right open-ended questions, compelling analogies and great storytelling. Homework has them expand on these tools using more winery specifics.

Buying Signals. Review both verbal and non-verbal buying signals.

The Triple Score. Reset DTC and Tasting Room priorities to always be selling wine, selling clubs and capturing contact data – all in a brand appropriate manner.

Session 2 (Afternoon Session /Morning Session Day 2)
(3.5 hours total with Mystery Shopping Debrief, done as pre-work/homework)

Mystery Shopping Debrief. Review lessons learned.

Codifying Your Sales Successes. Help team members understand their own recipe for successful selling, codify it and then repeat.

Wine Club Features & Benefits. Weave the club benefits into the entire guest experience. Focus on features vs. benefits selling.

Asking for the Order & Capturing Contact Data. Natural, helpful sales are a byproduct of building good rapport. Explore many, many ways to ask for the order and /or collect contact data naturally, and in a brand-appropriate way.

Brainstorm how team members can incorporate the Seven Secrets of Successful selling and other mystery shopping lessons into their daily operations, sales focus and steps of service.