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Professionalize Your Wine Industry Career

Made with passion, shared with passion. Built from a belief that direct- to-consumer (DTC) results are the key to success in the wine industry, WISE offers the first wine industry education, training and certification program dedicated to DTC sales and marketing. All WISE classes and on-site coaching workshops enhance the expertise of DTC sales and marketing professionals while igniting their passion for producing the kinds of measurable results that lead to winery success.

Showing 1-27 of 27 results
    Wine Fluency #101 – Coming Soon! $150.00

    Wine Fluency #101 – Coming Soon!

    March 28, 2019 / No Comments

    This on-demand /at-your-own-pace course provides foundational knowledge for anyone working in the wine industry. The course covers wine business basics, sales, marketing and service best practices, uniqueness of viticulture areas, and the principles of professional wine tasting. This course is the foundation of the WISE Level I Certification Programs. It provides you with a broad overview of the wine business and wine tasting basics with special emphasis on the history of wine in America, fundamentals of grape growing and winemaking, basics of consumer direct wine sales and service standards. Successful completion of this course provides the knowledge and confidence required to be a WISE Professional and is a prerequisite for all Level I Certificate courses. At the end of the course, registrants have the information they need to deliver the kind of exemplary winery experience that visitors to wine country deserve.
    Coming soon!

    Wine Hospitality #102 – Coming Soon! $200.00

    Wine Hospitality #102 – Coming Soon!

    March 27, 2019 / No Comments

    This course will help attendees who are new to the wine industry (but perhaps not new to hospitality and customer service) gain a better understanding of the nuances specific to wine hospitality to get them up to speed quickly selling wine and wine clubs, as well as learning how to translate superb customer service into natural, effective sales.
    Coming soon!

    Wine Hospitality Fluency #103 – Coming Soon! $300.00

    Wine Hospitality Fluency #103 – Coming Soon!

    March 26, 2019 / No Comments

    WISE #103 is a cost-effective way to take both WISE #101 Wine Fluency and WISE #102 Wine Hospitality. This On-Demand course is designed to bring hospitality professionals into the wine industry in a holistic way.  Attendees will gain a better understanding of the nuances specific to wine hospitality to get them up to speed quickly selling wine and wine clubs as well as learning how to translate superb customer service into natural, effective sales. Coming soon!

    Tasting Room Professional Certification #111 $400.00

    Tasting Room Professional Certification #111

    March 25, 2019 / No Comments

    This class is designed to raise the level of sales and customer service skills for tasting room staff. This course explores the specific knowledge and skill sets required of a successful winery tasting room professional. WISE Tasting Room Professionals develop confidence in their wine knowledge and tasting ability while also building strong skills in sales and customer service. Beyond their clear command of the best in tasting room practices, these WISE Professionals also discover how to help the tasting room become a fully integrated part of the winery’s overall consumer direct program, with well integrated DTC channels. Students leave this course armed with the tools they need to create the kinds of positive guest experiences that lead to long term relationships and, ultimately, increased sales.

    Inside Sales Professional Certification #112 $400.00

    Inside Sales Professional Certification #112

    March 24, 2019 / No Comments

    This course focuses on the potentially lucrative DTC phone sales channel. Attendees will build confidence in handling inbound and outbound sales calls, explore needs and behaviors of the phone customer, and develop a foundation to drive helpful sales. At the completion of this course, students will have the tools they need to build a repeatable process that increases their confidence and improves their telephone sales success.

    Wine Club Professional Certification #113 $400.00

    Wine Club Professional Certification #113

    March 23, 2019 / No Comments

    This is a deep-dive into the tactical, day-to-day issues of the wine club. It focuses on wine club operational efficiencies from data management to club administration. Emphasis will be on metrics and customer service proficiency as well as optimizing service provider relationships. After completing this course, wine club professionals will have the skills they need to exceed the expectations of every customer – whether internal or external to the winery.

    DTC Metrics Team Fundamentals #115 $350.00

    DTC Metrics Team Fundamentals #115

    March 21, 2019 / No Comments

    This course focuses on gaining a more in-depth understanding of the metrics that a multi-channel DTC wine organization utilizes to educate and motivate front-line staff. Attendees will come to better understand the basics of customer relationship management (CRM) and why collecting clean data is so important.
    This course is for anyone who works at a winery in a frontline role; does or wants to do DTC data analysis as part of their job to improve their effectiveness and expand their DTC expertise…

    Outbound Phone Sales Professional Certification #116 $375.00

    Outbound Phone Sales Professional Certification #116

    March 20, 2019 / No Comments

    Today’s DTC professionals are not content to sit by the phone and wait for it to ring. They are proactively reaching out to customers of all kinds in outbound phone campaigns. But how successful are they in converting those calls into cash? How is it measured? In course, our instructors will help increase your odds of success by teaching your team the psychology of sales, how to craft re-usable scripts, and how to overcome the obstacles to closing sales. They will also share measurement best practices so you can monitor results and take corrective action as needed to achieve your revenue goals.

    Virtual DTC Experiences Fundamentals #119 $375.00

    Virtual DTC Experiences Fundamentals #119

    March 19, 2019 / No Comments

    The course focuses on the planning, messaging, tailored sales techniques and best practices in tactical delivery to various types of virtual tastings. This course is the pre-requisite for all Virtual Experience (VX) courses; courses can be taken in any order, but all prerequisites must be met to achieve certification.

    Advanced Tasting Room Professional Certification #121 $375.00

    Advanced Tasting Room Professional Certification #121

    March 17, 2019 / No Comments

    This course utilizes the principles taught in WISE #111 Tasting Room Professional and takes tasting room employees to the next level of professional sales and superb customer service experiences. Creating the experience and selling it in a natural, service-focused way becomes easier with advanced professional sales skills taught in this advanced class. Attendees leave this course armed with the new tools to continue to build on current skills and lead them to build long term relationships and, ultimately, increased sales.

    Digital Mastery #124 $375.00

    Digital Mastery #124

    March 16, 2019 / No Comments

    Part of the WISE Digital Series, this workshop presented with WineGlass Marketing can be taken all together (for one cost-effective price), or individually. Each session will be presented by Susan DeMatei

    Virtual Sales Professional #129 $350.00

    Virtual Sales Professional #129

    March 16, 2019 / No Comments

    Learn what easily translate from the tasting room and other best practices for a virtual environment and what’s different/nuanced. Build your confidence to sell wine and effectively present wine clubs in a brand appropriate way in a virtual environment.

    Virtual Corporate Programming #139 $250.00

    Virtual Corporate Programming #139

    March 16, 2019 / No Comments

    Master the complexity – and tap into the upside potential – of proactive, professional corporate programming (sales, operations and execution) of virtual tasting experiences (VX). This course focuses on what makes corporate virtual tastings unique, the sales and marketing aspects, as well as the logistics to make it successful.

    Virtual Wine Club Programming #149 $250.00

    Virtual Wine Club Programming #149

    March 16, 2019 / No Comments

    Attendees of this course will learn how to build more loyalty and engagement with club members, acquire more club members virtually, leverage membership to grow more revenue, extend member benefits, and more. Master the complexity – and tap into the upside potential – of proactive, professional wine club member programming (sales, operations and execution) of virtual tasting experiences.

    Management Jumpstart #200 $500.00

    Management Jumpstart #200

    March 16, 2019 / No Comments

    From staff superstar to manager, now what? This three-hour course is designed for those superstar staff members who have been promoted to manager. Attendees will learn how to shift from being a ‘doer’ to managing the ‘doers,’ how to adjust and thrive as a new manager or supervisor of the team from which they were just promoted, understand hourly versus salary expectations from a management perspective, and working with and being respected by your peers and friends.

    Management Core Course Series #201 $700.00

    Management Core Course Series #201

    March 15, 2019 / No Comments

    This comprehensive course is designed to raise the bar for wine industry leaders by sharpening communication and people management skills while building financial acumen. WISE #201 is a cost-effective way to take both WISE #202 and #203. WISE #202 focuses on people management, while WISE #203 covers the basics of winery finance and accounting for non-accountants. Students leave this course with the skills required to manage the people and the numbers that drive a successful winery.

    This course is now offered as a series of smaller sessions so you can pick and choose what is best for you.

    People Management #202 $600.00

    People Management #202

    March 14, 2019 / No Comments

    Designed for wine industry leaders, these workshops will sharpen communication and people management skills, including effective leadership and communications, hiring and motivating, building awesome teams and managing to peak performance.

    This course is now offered as a series of workshops or as a full course, so you can pick and choose what is best for you.

    Demystifying Finance & Accounting #203 $500.00

    Demystifying Finance & Accounting #203

    March 13, 2019 / No Comments

    Part of the WISE Leadership Series, this crash course demystifies finance and accounting for non-accountants. The financial fluency taught in this course is foundational to all WISE Level II coursework. This course is designed to take the mystery out of winery accounting and make sense of the three main financial statements. Attendees will work with a sample company as they learn to become comfortable with the language of business. In addition to understanding the three bottom lines, attendees will also learn how to evaluate options, work with key ratios, and spot red flags in financial statements. Attendees will leave this class with a new appreciation for the financial challenges of owning a winery, their role in supporting overall financial results, and the importance of asking questions.

    DTC Metrics Management Intensive #205 $500.00

    DTC Metrics Management Intensive #205

    March 11, 2019 / No Comments

    This course is an overview that is designed to help executives better understand the metrics required to manage the various DTC channels (tasting room, wine club, online, phone sales, direct sales, events, etc.). This course uses real-life experiences to explain the DTC channels and their connection to ROI. When they leave this class, DTC professionals will know how to evaluate team and individual performance in each of the sales channels. They will know how to spot problem areas of the business and how to take corrective action.

    Tasting Room Management Certification #211 $650.00

    Tasting Room Management Certification #211

    March 11, 2019 / No Comments

    This course focuses on the strategic needs of tasting room managers. Topics include team management, retail and merchandising fundamentals, and sales best practices and measurement techniques. At the completion of this course, tasting room professionals will have tools for managing up, down, and in the mirror. They will be well-versed in all aspects of leading a team to business success.

    Event Management Certification #212 $500.00

    Event Management Certification #212

    March 10, 2019 / No Comments

    This course focuses on core responsibilities of successful event managers. Topics cover best practices in event planning from staff management to food service standards to planning and budgeting. At the completion of this course, event professionals will have a roadmap for producing memorable and profitable events.

    Wine Club Management Certification #213 $650.00

    Wine Club Management Certification #213

    March 9, 2019 / No Comments

    This course focuses on all aspects of strategic wine club management, including club design, member acquisition and retention, and metrics and measures. Emphasis is placed on wine club direct to consumer best practices and integration with other DTC functions at the winery. At the completion of this course, wine club professionals will have the skills they need to build repeatable processes that lead to increased sales and engaged wine club members.

    Outbound Phone Sales Management Certification #216 $500.00

    Outbound Phone Sales Management Certification #216

    March 7, 2019 / No Comments

    This class will provide you with the tools needed to run a successful outbound phone marketing program. Understand the best practices in staff management, messaging and frequency, CRM list segmentation and offer generation, staff compensation and issue resolution, and how to measure financial success through metrics and customer loyalty data. Understand how to manage an outbound phone team and watch your customer data expand and profits increase through the application of CRM best practices for this channel.

    Virtual Experiences Management #219 $500.00

    Virtual Experiences Management #219

    March 6, 2019 / No Comments

    This course will help you develop the virtual sales management tools you need – from programming strategies, to building more virtual sales, to managing virtual sales teams – to grow this new DTC sales channel. Building out or fine-tuning a Virtual Experience (VX) team requires understanding what is working, what needs to change, and what is needed. Attendees will understand the potential of this channel and build a roadmap to make it successful for their brand and goals.

    Mastering Public Speaking #220 $2,200.00

    Mastering Public Speaking #220

    March 5, 2019 / No Comments

    In this two-day interactive workshop, the focus is on public speaking AND leadership communication skills using a variety of formats. How you communicate is how others evaluate you – be proactive with this and learn how you can plan how others perceive you. Give yourself the opportunity to learn ‘the art’ of communication. Attending this workshop will help you achieve a higher level of communication skill. This is a workshop that focuses on general communication skills as well as public speaking skills using a variety of formats to enhance skills, practice them and maximize interaction between participants and faculty. Attendees will be able to enhance and practice skills with maximum interaction between participants and instructor.

    Advanced Public Speaking #221 $1,200.00

    Advanced Public Speaking #221

    March 4, 2019 / No Comments

    This one-day course is designed to increase your mastery of public speaking. Attendees will prepare and participate in a debate – the ultimate public speaking experience – and add new visualization, impromptu and persuasive methods to their skill sets as communicators. Perfect the techniques that will make you a confident communicator – not only in front of an audience but in the boardroom and meeting room too. This workshop is for advanced public speakers who wish to take their skills to the next level.