WISE #111 Cellar Door Professional
WISE #205 DTC Metrics Intensive
WISE #120 Wine Club Workshop
The WISE Academy
WISE stands for Wine Industry Sales Education. The WISE Academy (NZ) specialises in wine industry direct-to-consumer sales training. It's objective is to increase New Zealand cellar door sales performance to achieve similar revenue levels of its California equivalents. This revenue difference is due to the sales skills, and resulting sales confidence, taught at WISE Academy courses which leads to higher bottle, and wine club, conversion rates and average order value.
Courses & News
Wine club members are the lifeblood of US (and increasingly Australian) winery direct to consumer programs. Sales to this group are the most profitable since there are no distributor costs and marketing costs are small. Wine club members provide a solid base for both product and sales forecasting.
This one day workshop shows what it takes to launch, run and grow a wine club, and how to sell it at the cellar door
This course focuses on professional cellar door best practices (customer service and effective sales skills), including but not limited to understanding: your customers with “positive profiling”, where they are at on the Buyers’ Continuum and building rapport to help increase cellar door sales success; buying signals, how to up-sell and cross-sell; the WISE “Triple Score” – reset Direct-to-Consumer and Cellar Door priorities to always be selling wine, selling clubs and capturing contact data – all in a brand appropriate manner; Mystery shopping other winery tasting rooms, where the WISE lessons are really driven home.
This two morning crash course is designed for busy wine industry executives who need to better understand the metrics required to manage the various DTC channels (tasting room, wine club, online, phone sales, direct sales, events, etc.). It is impossible to plan and budget for DTC programs going forward, let alone hold your DTC teams accountable, until you FULLY understand what the drivers are of your success and challenges. This course focuses on the DTC dashboards that make this possible.
Lesley Berglund, co-founder and chairman of the Napa-based WISE Academy, launched the WISE Academy (NZ) in New Zealand. The main part of the launch was a talk she did in Cromwell. I threw her the challenge of speaking about the most important things for a cellar door to be successful. I think she rose to that challenge! – Bruce McGechan