Selling Wine to Restaurants and Retailers
Rohnert Park, CA
Registration Deadline: Nov 7, 2012
Event Type: Seminars and Classes
Description: Selling expensive wine in today's competitive market is tough. Restaurants are reining in their selections and sales of up-market wines on retailers' shelves have slowed.
Building long-term relationships is vital to your success and the first step on that path is observing the protocols and expectation of the buyers you will meet. In this seminar, you will learn the best practices from an instructor who has been evaluating sales people and winery representatives for decades.
You will learn how to explain the features of your wines in terms of the benefits that the buyer is looking for. The seminar will also show you how to prepare for your first call on a buyer, how to formulate the questions to uncover their preferences, how to survey their existing inventory, and how to provide the service that will lead them to view you as a cut above the legions of other people calling on their businesses.
During the second half of the seminar, two of the region's most important wine buyers will be on hand to answer your questions and share their expectations of the reps that call on them. This semester's featured buyers are:
Ben Pearson, General Manager of Bottle Barn, Santa Rosa, CA
Larry Van Aalst, Sommelier, Equus Restaurant, Santa Rosa, CA and Host of The Sonoma Report, CRN Digital Talk Radio
The Equus Restaurant wine list was judged "Best of Show" in the 1995 and 1998 Sonoma County Harvest Fair. The Gallery of Sonoma County wines, nearly 300 bottles hand-picked by their winemakers, sets the tone--wine country splendor in a classic setting. Larry Van Aalst, Equus Sommelier, has been selecting wines for Equus for more than 20 years. Larry has been judging at the Cloverdale Citrus Fair/San Francisco Chronicle Wine Competition for over a decade likewise, an opportunity for Larry to keep abreast of fine wines from California. Larry has been host of The Sonoma Report for the past 2 years.
Instructor: Ray Johnson
Credit: 4 hours CEU
• Event Organizer:
Sonoma State University- Wine Business Institute
Sonoma State University Campus
1801 E. Cotati Avenue Rohnert Park, CA 94928
• Website: www.ssuexed.com/course.php?id=1720&sem=3&year=2012
• Available languages: