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WISE CORE COURSES

This comfortably priced two day boot camp provides a strong foundation for those working directly with consumers in the wine industry. It covers wine business basics, overview of sales, marketing and service best practices and the principles of professional wine tasting. The concepts learned in WISE #101 are foundational to most WISE Level I coursework.

Overview:

• Wine Business & Sales Basics 
  - Key Vocabulary Terms, Brand, Customer Loyalty & service, Direct to Consumer Compliance, Basics & Metrics
• Local Pride
  - Importance of Appellation – Visitor Profile & Economic Impact
  - History & People of the Area
  - Appellation - Climate, Geology, Grape Growing, Winemaking
  - Unique Characteristics
  - Leadership by the Vintners Community
• Wine Tasting
  - Basics 
  - Wine Service Standards (opening, identifying flaws, pouring)
  - Blind Tasting
  - Review of Core Grape Varietals

Best suited for current winery employees who want to increase their wine tasting confidence and sales effectiveness with consumers; those who want a broader wine business perspective as they prepare to advance; restaurant, hospitality and wine retailer professionals; also appropriate for those with limited wine product knowledge or work experience.

Note: Seasoned wine industry professionals may be able to test out of this course as a pre-requisite for other WISE Level I courses. Click here to test out of #101.

Our Management Core Course is designed to raise the bar for wine industry leaders by sharpening their communication and people management skills as well as building their financial acumen. Principles learned in WISE #201 are foundational to all WISE Level II coursework. WISE #201 is a combination of both WISE #202 and #203 course at better pricing. The first two days (#202) focus on people management and the third day (#203) on finance and accounting for non-accountants. WISE #201 is a prerequisite for all Level II Management Certifications.

Best suited for anyone who manages people in the wine industry, especially those with teams focused on consumer direct sales; experienced managers who need a quick refresher on management basics; also appropriate for new managers with limited formal training.

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WISE TASTING ROOM SERIES

This course, held in two afternoons, covers professional wine tasting methods, including blind tasting; 13 core varietals; Old World / New World wine comparisons; professional wine service; food and wine pairing.Successful completion of this course provides the knowledge and confidence required to be a WISE Professional and a certification.

Overview:

• Blind Tasting Skills
• Thirteen Core Wine Varietals
• Old World vs. New World Wine Styles
• Professional Wine Service Standards
• Food & Wine Pairing

Best suited for current winery employees who want to increase their wine tasting confidence and effectiveness with consumers; those who need a quick refresher on wine basics and wine & food pairing. Also appropriate for those with little or no wine product knowledge; those with little or no wine industry work experience; restaurant and hospitality professionals; wine retailer professionals.

Hours: 24 Cost: $660
Level I Certificate Prerequisite: WISE #101 (or test out) and
Responsible Hospitality Certification

This Level I Certification Course focuses on in person sales and communication skills and advanced wine tasting and service standards required of all successful tasting room professionals. Successful completion of this course will result in earning WISE Level I Certification as a Tasting Room Professional. The skills learned in this course are foundational to future WISE coursework in Tasting Room Management, WISE #211.

Overview: 

• Understanding positive profiling & building customer rapport
• Reading buying signals with tips on cross-selling and up-selling
• Focusing on key priorities: selling wine, selling clubs & capturing contact data
• Hands on mystery shopping
• Wine & Food tasting to build wine fluency and confidence

Best suited for current tasting room employees and managers who want to improve their sales and service effectiveness; other winery employees who would benefit by a better understanding of tasting room best practices; also appropriate for those with no industry experience who want to work in a winery tasting room.

Hours: 24 Cost: $990
Level II Certificate Prerequisite: WISE #201 or WISE #203 and
Responsible Hospitality Certification

This Level II Certification Course focuses on all aspects of tasting room management, including building, training and managing successful teams, retail and merchandising fundamentals, tasting room sales best practices and mastering metrics and the budgeting process. Successful completion of this course will result in earning WISE Level II Certification in Tasting Room Management.

Overview:

• Building an All Star Team
• Managing Peak Performance
• Change Management
• Silent Selling - Brand, Traffic Flow, Merchandising & Signage, etc.
• Needle Movers - Driving Quality Traffic, Incentive Compensation Programs, etc.
• Planning & Budgeting

Best suited for current Tasting Room Managers who want to increase their effectiveness; other winery mangers who will benefit by a better understand of tasting room best practices; those who need multiple WISE Level II Certificates to begin their Level III DTC Leadership coursework; also appropriate for those with tasting room work experience as they prepare to advance.

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WISE WINE CLUB SERIES

Hours: 24 Cost: $660
Level I Certificate Prerequisite: WISE #101 (or test out)

This Level I Certification Course focuses on various aspects of Wine Club administration and operations efficiencies, facility with data management and metrics, overview of shipping compliance and responsible hospitality and many more wine club best practices. Successful completion of this course will result in earning WISE Level I Certification as a Wine Club Professional.

Overview:

• Wine Club Basics
• Data & Dashboards
• Systems & Services
• Best Practices and Planning
• Compliance and Responsibility

Best suited for current wine club administrators who want to improve their effectiveness or as they prepare to advance; new wine club managers who need a foundation in wine club administration; other winery employees who would benefit by a better understanding of Wine Club best practices; wine retailer professionals; Also appropriate for those with no industry experience who want to work in wine club administration.

Note: Seasoned wine club professionals may be able to test out of this course as a pre-requisite for WISE #113 Wine Club Professional Course. Click here to test out of #113.

Hours: 24 Cost: $990
Level II Certificate Prerequisite: WISE #201 or WISE #203, WISE #113 (or test out)

This Level II Certification Course focuses on the effective club design (structure and benefits), member acquisition, sales, communications and retention as well as metrics and budgeting aspects of wine club management. Emphasis is placed on wine club direct to consumer best practices and integration with other DTC functions at the winery. Successful completion of this course will result in earning WISE Level II Certification in Wine Club Management.

Overview:

• Wine Club Leadership
• Strategy & Resource Management
• Three Key Channels
• Growing Revenue & Retention
• Driving Positive Change
• Planning & Budgeting

Best suited for current Wine Club Managers who want to increase their effectiveness; other winery mangers who will benefit by a better understand of Wine Club best practices; those who need multiple Level II WISE Certificates to begin their Level III DTC Leadership coursework; also appropriate for those with some wine club sales or administration work experience as they prepare to advance into Wine Club Management. (Prerequisite: test out of or be a graduate of WISE #113)

Note: Seasoned wine club professionals may be able to test out of WISE #113 as a pre-requisite for WISE #213 Wine Club Management Course. Click here to test out of #113.

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WISE PHONE SKILLS SERIES

Hours: 24 Cost: $660
Level I Certificate Prerequisite: WISE #101 (or test out)

This Level I Certification Course focuses on phone sales, communication and customer service skills as well as develops confidence in wine knowledge and tasting ability required of all successful inside sales professionals. Successful completion of this course will result in earning WISE Level I Certification as an Inside Sales Professional.

Overview:

• Customer Service . . . On the Phone
• Problem Calls, Handling Irates
• Managing Call Behavior Styles
• Great Phone, Great Profits
• Successful Sales (Inbound)
• How to Move the Needle - Mystery Phone Shopping & Debrief
• Successful Outbound Sales
• Wine Service & Tasting

Best suited for any winery or wine retailer employee who talks to customers on the phone; current winery customer service or call center employees who want to improve their effectiveness; other winery employees who would benefit by a better understanding of customer service and inside sales best practices; also appropriate for those with no industry experience who want to work in winery customer service or inside sales.

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WISE ONLINE MARKETING SERIES

Hours: 36 Cost: $660
Level I Certificate Prerequisite: None

This Level I Certification Course provides a complete foundation for anyone working with the Internet, especially as it relates to the wine industry. This comprehensive course covers everything from Internet fundamentals to effective websites, e-commerce merchandising and e-mail campaigns. It also includes a focus on website analytics and campaign metrics as well as an overview of social media marketing. Successful completion of this course will result in earning WISE Level I Certification as an Online Wine Professional. The skills learned in this course are foundational to future WISE coursework in Online Wine Management, WISE #214.

Overview:

• Internet Overview/Web Fluency
• Website Administration, Design, Merchandising
• Online Compliance
• Website, Ecommerce Reporting & Analytics
• Search Engine Optimization
• Online Advertising
• Effective Email - List Management, Offers, Creative & Layout
• Email Metrics
• Social Media Overview, Tools, Roadmap

Best suited for anyone working in the wine industry who wants to become more effective using the Internet; also appropriate for those with an online background that want to enter the wine industry.

Note: Seasoned online professionals may be able to test out of this course as a pre-requisite for WISE #114 Online Wine Professional Course. Click here to test out of #114.

Hours: 24 Cost: $990
Level II Certificate Prerequisite: WISE #114 (or test out) and  WISE #201 or WISE #203  

This Level II Certification Course focuses on move the dial, using the Internet, on wine sales and brand awareness. Focus is on best practices for online sales and marketing in the wine industry, including developing a comprehensive digital strategy that leverages the many varied tools available to online marketers. Successful completion of this course will result in earning WISE Level II Certification in Online Wine Management.

Overview:

• Core Concepts & Metrics Review; Digital Strategy
• Web Administration & Merchandising
• CRM, Data Management & E-Mail Marketing
• Moving the Needle - SEO, SEM, etc.
• Mobile Marketing & Social Media
• Online Planning & Budgeting

Best suited for current winery Online or Brand Managers who want to increase their effectiveness; other winery mangers who will benefit by a better understanding of online and e-commerce best practices; those who need multiple Level II WISE Certificates to begin their Level III WISE DTC Leadership coursework; also appropriate for those with some online wine experience as they prepare to advance. All students should already have a solid understanding of how the Internet works. (Prerequisite: test out of or be a graduate of WISE #114).

Note: Seasoned online professionals may be able to test out of WISE #114 as a pre-requisite for WISE #214 Online Wine Management Course. Click here to test out of #114.

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WISE WINE EVENTS MANAGEMENT

This Level II Certification Course focuses on the core responsibilities of successful events managers, including best practices in event planning, staff management, wine service standards and training, caterer and chef coordination, food and wine pairing, menu planning, event marketing, wine sales, success metrics and event budgeting. Successful completion of this course will result in earning WISE Level II Certification in Events Management.

Overview:

• Event Leadership, Marketing & Sales
• Managing Peak Performance 
  -  Permits, Assets, Vendor & Client Management, Staffing & Communications
• Operations Management
  -  Training, Preparation, Showtime Tips & Crisis Management
• Silent Selling
• Planning Cycle & Goals
• Budgeting Disciplines & Best Practices

Best suited for current winery Events Managers (or others who works closely with events) who want to increase their effectiveness; other winery mangers who will benefit by a better understand of events best practices; those who need multiple Level II WISE Certificates to begin their Level III WISE DTC Leadership coursework; also appropriate for caterers focused on wine country events.

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WISE DATA & METRICS SERIES

Hours: 16 Cost: $440
Level I Certificate Prerequisite: None

This Level I Certification Course focuses on fundamental knowledge of data analysis as it applies to DTC in the wine industry including the basics of customer relationship management (CRM) and the various metrics required to run a successful, multi-channel DTC wine organization. Successful completion of this course will result in earning a WISE Level I Certificate as a Data Analyst Professional.

Overview:

• CRM - Customer Segmentation, RFM, Decile Anlaysis
• Tasting Room Data & Dashboards
• Wine Club Metrics
• Phone Metrics
• Online Dashboards

Best suited for anyone who does DTC data analysis as part of their job and wants to improve their effectiveness and expand their DTC expertise; current wine industry DTC staff, managers and executives who want to better analyze and manage their metrics, dashboards and scorecards; other winery employees who would benefit by a better understanding of DTC data and metrics; wine retailer professionals; also appropriate for those with no industry experience who want to work in wine related data management fields.

Hours: 8 Cost: $825
Prerequisite: None

As part of the WISE Leadership Series, this one day 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 understand what the drivers are of your success and challenges. This course focuses on the DTC dashboards that make this possible.

Overview:

• Demystifying CRM
• Customer Segmentation, RFM, Decile Analysis
• Tasting Room Data & Dashboards
• Wine Club Metrics
• Online Dashboards
• Even More Metrics
• Tying it All Together

Best suited for anyone who needs to understand metrics of how to run a successful DTC programs, from winery owners and general managers to DTC managers focused on selling direct to consumer.

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WISE FINANCIAL SERIES

Best suited for anyone who needs to understand business financial reports or manage a budget.

Note: WISE #203 is also included as part of the WISE #201 Management Core Course. If you are planning to also take WISE #202 on Leading People, it is more cost effective to do so by taking WISE #201 instead of both #202 and #203

Best suited for winery or wine retail professionals who need to create or oversee a DTC channel budget.

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WISE LEADERSHIP SERIES

Our Management Core Course is designed to raise the bar for wine industry leaders by sharpening their communication and people management skills as well as building their financial acumen. Principles learned in WISE #201 are foundational to all WISE Level II coursework. WISE #201 is a combination of both WISE #202 and #203 course at better pricing. The first two days (#202) focus on people management and the third day (#203) on finance and accounting for non-accountants. WISE #201 is a prerequisite for all Level II Management Certifications.

Best suited for anyone who manages people in the wine industry, especially those with teams focused on consumer direct sales; experienced managers who need a quick refresher on management basics; also appropriate for new managers with limited formal training.

Best suited for wine industry managers in charge of managing people and building teams.

Note: WISE #202 is also included as part of the WISE #201 Management Core Course. If you are planning to also take WISE #203 on Demystifying Financials, it is more cost effective to do so by taking WISE #201 instead of both #202 and #203.

Best suited for anyone who needs to understand business financial reports or manage a budget.

Note: WISE #203 is also included as part of the WISE #201 Management Core Course. If you are planning to also take WISE #202 on Leading People, it is more cost effective to do so by taking WISE #201 instead of both #202 and #203

Best suited for winery or wine retail professionals who need to create or oversee a DTC channel budget.

Best suited for anyone who needs to understand metrics of how to run a successful DTC programs, from winery owners and general managers to DTC managers focused on selling direct to consumer.

Presented by Lynda Spillane who has over 30 years of academic study and teaching in the fields of human behavior, Oratory, Theater, Performance, Voice Technique, Logic, Rhetoric and Persuasion. She has worked with over 10,000 executives and politicians worldwide including many CEOs and presidents of organizations, and prominent politicians including two Prime Ministers and King Abdullah II of Jordan.

Best suited for anyone who wants to master the art of public speaking (or overcome their fears!), become proficient at the art of communication, learn techniques that will enable you to speak to any audience, learn to become a persuasive speaker, learn how to write and deliver an excellent speech, and much more.

WISE #301 is best suited for Consumer direct wine industry experts and leaders seeking certification; Those with heavy DTC sales and wine industry management experience preparing to advance to the top winery consumer direct level position; Those who have completed two or more Level II WISE Certification Programs.