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.