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New DVD Sales Training Increases Tasting Room Revenue

Posted on May 27, 2014

Winery Advisor, a sales and marketing consultant to small and medium sized wineries, has produced a tasting room sales training video just in time for the busy wine-touring season. The 50-minute video is based on the successful Winery Advisor on-site sales class, which for the past five years has trained tasting room teams to increase club, case and bottle sales. The class has been packaged into a comprehensive DVD training program along with a workbook and support documents. The training teaches tasting room associates methods to create desire, handle objections and spot buying signals, plus includes numerous techniques to close the sale for both wine purchases and club memberships. (See video preview at

Barrie Cleveland, managing partner of Winery Advisor, created the video because of the clear need for better sales skills in the tasting rooms. “Wineries craft these wonderful wines and spend time and money to get visitors in their doors, but miss the full opportunity to convert their visitors into significant buyers and club members,” Cleveland said. “This training program gives the tasting room staff the sales skills, closing techniques and confidence to be more productive and valuable to their organization,” he added. The video includes tips on hospitality and customer service training, and has a special section on selling wine club memberships.

Many wineries don’t sufficiently invest in their tasting room sales staff and miss the opportunity to fully connect with visitors. As the front line contact these employees have the most opportunity to present the brand and have the power to grow sales. Video training has advantages of being immediate and available to repeatedly educate and refresh the skills of tasting room employees.

The video is packaged with a Sales Training Workbook along with a management bundle for the tasting room, which includes “56 Best Tasting Room Practices”, employee coaching forms to help focus associates on setting and reaching goals, innovative incentive plans to motivate employees, merchandise plans for wine and gift displays and the Winery Advisor’s “Ten Commandments of Customer Service.” The training package and video preview are available at

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