Courses Archive - Wine Industry Sales Education
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Professionalize Your Wine Industry Career

Made with passion, shared with passion. Built from a belief that direct- to-consumer (DTC) results are the key to success in the wine industry, WISE offers the first wine industry education, training and certification program dedicated to DTC sales and marketing. All WISE classes and on-site coaching workshops enhance the expertise of DTC sales and marketing professionals while igniting their passion for producing the kinds of measurable results that lead to winery success.

Showing 1-26 of 26 results
Wine Fluency #101 $350.00
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Wine Fluency #101

March 28, 2019 / No Comments

This 2-day boot camp provides foundational knowledge for anyone working in the wine industry. The course covers wine business basics, sales, marketing and service best practices, uniqueness of viticulture areas, and the principles of professional wine tasting. This course is the foundation of the WISE Level I Certification Programs. It provides you with a broad overview of the wine business and wine tasting basics with special emphasis on the history of wine in America, fundamentals of grape growing and winemaking, basics of consumer direct wine sales and service standards, hands on wine tasting and sensory evaluation. Successful completion of this course provides the knowledge and confidence required to be a WISE Professional and is a prerequisite for all four Level I Certificate courses. At the end of two days, students have the information they need to deliver the kind of exemplary winery experience that visitors to wine country deserve.

$350.00
Dave Johnson
Wine Hospitality #102 $400.00
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Wine Hospitality #102

March 27, 2019 / No Comments

This eight-hour class is (split over two half days) where attendees new to the wine industry (but perhaps not new to hospitality and customer service) will gain a better understanding of the nuances specific to wine hospitality to get them up to speed quickly selling wine and wine clubs, as well as learning how to translate superb customer service into natural, effective sales.

$400.00
Liz Mercer
Wine Hospitality Fluency #103 $600.00
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Wine Hospitality Fluency #103

March 26, 2019 / No Comments

WISE #103 is a cost-effective way to take both WISE #101 Wine Fluency and WISE #102 Wine Hospitality. This 2½ day course is designed to bring hospitality professionals into the wine industry in a holistic way.  Attendees will gain a better understanding of the nuances specific to wine hospitality to get them up to speed quickly selling wine and wine clubs as well as learning how to translate superb customer service into natural, effective sales.

$600.00
Liz Mercer
Tasting Room Professional Certification #111 $700.00
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Tasting Room Professional Certification #111

March 25, 2019 / No Comments

This 3-day class is designed to raise the level of sales and customer service skills for tasting room staff. This course explores the specific knowledge and skill sets required of a successful winery tasting room professional. WISE Tasting Room Professionals develop confidence in their wine knowledge and tasting ability while also building strong skills in sales and customer service. Beyond their clear command of the best in tasting room practices, these WISE Professionals also discover how to help the tasting room become a fully integrated part of the winery’s overall consumer direct program, with well integrated DTC channels. Students leave this course armed with the tools they need to create the kinds of positive guest experiences that lead to long term relationships and, ultimately, increased sales.

$700.00
Dave Johnson
Inside Sales Professional Certification #112 $700.00
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Inside Sales Professional Certification #112

March 24, 2019 / No Comments

This 3-day course focuses on the potentially lucrative DTC phone sales channel. Attendees will build confidence in handling inbound and outbound sales calls, explore needs and behaviors of the phone customer, and develop a foundation to drive helpful sales. At the completion of this course, students will have the tools they need to build a repeatable process that increases their confidence and improves their telephone sales success.

$700.00
Susan Cole
Wine Club Professional Certification #113 $700.00
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Wine Club Professional Certification #113

March 23, 2019 / No Comments

This 3-day course is a deep-dive into the tactical, day-to-day issues of the wine club. It focuses on wine club operational efficiencies from data management to club administration. Emphasis will be on metrics and customer service proficiency as well as optimizing service provider relationships. After completing this course, wine club professionals will have the skills they need to exceed the expectations of every customer – whether internal or external to the winery.

$700.00
Dave Johnson
Online Wine Professional Certification #114 $700.00
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Online Wine Professional Certification #114

March 22, 2019 / No Comments

This comprehensive class will review basic internet fundamentals, list development skills and will review critical needs in the areas of e-commerce management systems, website and CRM/database administration, and associated analytics. In addition, students will learn how to effectively coordinate with 3rd party and outsourced partners. The latest in online wine communications (blogs, podcasts, etc.) will also be introduced.

$700.00
WISE Academy
DTC Metrics Professional Certification #115 $600.00
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DTC Metrics Professional Certification #115

March 21, 2019 / No Comments

This Level I Certification Course focuses on the fundamental metrics required to run a successful, multi-channel DTC wine organization, including the basics of customer relationship management (CRM). Students will learn how to create dashboards for DTC channels and how to identify the opportunities and challenges they uncover. Successful completion of this course will result in earning a WISE Level I Professional Certificate as a DTC Metrics Professional.

$600.00
Kathie Barclay
Outbound Phone Sales Professional Certification #116 $700.00
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Outbound Phone Sales Professional Certification #116

March 20, 2019 / No Comments

Today’s DTC professionals are not content to sit by the phone and wait for it to ring. They are proactively reaching out to customers of all kinds in outbound phone campaigns. But how successful are they in converting those calls into cash? How is it measured? In this 2-day course, our instructors will help increase your odds of success by teaching your team the psychology of sales, how to craft re-usable scripts, and how to overcome the obstacles to closing sales. They will also share measurement best practices so you can monitor results and take corrective action as needed to achieve your revenue goals.

$700.00
Susan Cole
Corporate Gifting Professional Certification #118 $700.00
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Corporate Gifting Professional Certification #118

March 19, 2019 / No Comments

Develop professional skills for winery marketing personnel to identify and sell multiple wine gifts to businesses. The goal of this course is to develop professional skills for winery marketing personnel to identify and sell multiple wine gifts to businesses.

$700.00
Susan Cole
Wine Tasting Professional #120 $400.00
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Wine Tasting Professional #120

March 18, 2019 / No Comments

This class is two sessions, 4 hours each, and will help build confidence in how to professionally taste, talk and sell wine. Attendees of this class will walk away with more confidence and understanding of the wines most commonly sold in North America.

$400.00
Liz Mercer
Advanced Tasting Room Professional Certification #121 $700.00
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Advanced Tasting Room Professional Certification #121

March 17, 2019 / No Comments

This course utilizes the principles taught in WISE #111 Tasting Room Professional and takes tasting room employees to the next level of professional sales and superb customer service experiences. Creating the experience and selling it in a natural, service-focused way becomes easier with advanced professional sales skills taught in this 2-day advanced class. Attendees leave this course armed with the new tools to continue to build on current skills and lead them to build long term relationships and, ultimately, increased sales.

$700.00
Liz Mercer
Management Jumpstart #200 $600.00
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Management Jumpstart #200

March 16, 2019 / No Comments

From staff superstar to manager, now what? This four-hour course is designed for those superstar staff members who have been promoted to manager. Attendees will learn how to shift from being a ‘doer’ to managing the ‘doers,’ how to adjust and thrive as a new manager or supervisor of the team from which they were just promoted, understand hourly versus salary expectations from a management perspective, and working with and being respected by your peers and friends.

$600.00
Liz Mercer
Management Core Course #201 $990.00
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Management Core Course #201

March 15, 2019 / No Comments

This three-day comprehensive course is designed to raise the bar for wine industry leaders by sharpening communication and people management skills while building financial acumen. WISE #201 is a cost-effective way to take both WISE #202 and #203. The first two days (#202) focuses on people management, while the third day (#203) covers the basics of winery finance and accounting for non-accountants. Students leave this course with the skills required to manage the people and the numbers that drive a successful winery

$990.00
Dave Johnson
People Management #202 $850.00
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People Management #202

March 14, 2019 / No Comments

Designed for wine industry leaders, this two-day workshop will sharpen communication and people management skills, including effective leadership and communications, hiring and motivating, building awesome teams and managing to peak performance.

$850.00
Kathie Barclay
Demystifying Finance & Accounting #203 $600.00
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Demystifying Finance & Accounting #203

March 13, 2019 / No Comments

Part of the WISE Leadership Series, this is a one day crash course that demystifies finance and accounting for non-accountants. The financial fluency taught in this course is foundational to all WISE Level II coursework. This course is designed to take the mystery out of winery accounting and make sense of the three main financial statements. Attendees will work with a sample company as they learn to become comfortable with the language of business. In addition to understanding the three bottom lines, attendees will also learn how to evaluate options, work with key ratios, and spot red flags in financial statements. Attendees will leave this class with a new appreciation for the financial challenges of owning a winery, their role in supporting overall financial results, and the importance of asking questions.

$600.00
Geni Whitehouse
Mastering Planning & Budgeting Intensive #204 $990.00
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Mastering Planning & Budgeting Intensive #204

March 12, 2019 / No Comments

Part of the WISE Leadership Series, this is a one day crash course that focuses on the process of effective budgeting for all DTC channels (Tasting Room, Wine Club, Online, Events, etc.) focusing on metrics, understanding DTC financial statements, bottom-up assumptions and gaining team buy-in. After the one day course, a follow up two hour session is included to address the individual’s specific budget in a private, confidential setting. This course is foundational to all WISE Level III DTC Leadership coursework. At the end of the day, participants will have the tools they need to create realistic budgets that are connected to business and operational goals.

$990.00
Liz Mercer
DTC Metrics Intensive #205 $850.00
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DTC Metrics Intensive #205

March 11, 2019 / No Comments

This one-day overview is designed to help executives better understand the metrics required to manage the various DTC channels (tasting room, wine club, online, phone sales, direct sales, events, etc.). This course uses real-life experiences to explain the DTC channels and their connection to ROI. When they leave this class, DTC professionals will know how to evaluate team and individual performance in each of the sales channels. They will know how to spot problem areas of the business and how to take corrective action.

$850.00
Kathie Barclay
Tasting Room Management Certification #211 $990.00
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Tasting Room Management Certification #211

March 11, 2019 / No Comments

This 3-day course focuses on the strategic needs of tasting room managers. Topics include team management, retail and merchandising fundamentals, and sales best practices and measurement techniques. At the completion of this course, tasting room professionals will have tools for managing up, down, and in the mirror. They will be well-versed in all aspects of leading a team to business success.

$990.00
Dave Johnson
Event Management Certification #212 $850.00
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Event Management Certification #212

March 10, 2019 / No Comments

This 2-day course focuses on core responsibilities of successful event managers. Topics cover best practices in event planning from staff management to food service standards to planning and budgeting. At the completion of this course, event professionals will have a roadmap for producing memorable and profitable events.

$850.00
Dave Johnson
Wine Club Management Certification #213 $990.00
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Wine Club Management Certification #213

March 9, 2019 / No Comments

This 3-day course focuses on all aspects of strategic wine club management, including club design, member acquisition and retention, and metrics and measures. Emphasis is placed on wine club direct to consumer best practices and integration with other DTC functions at the winery. At the completion of this course, wine club professionals will have the skills they need to build repeatable processes that lead to increased sales and engaged wine club members.

$990.00
Dave Johnson
Online Wine Management Certification #214 $990.00
(0 vote)

Online Wine Management Certification #214

March 8, 2019 / No Comments

This 3-day course focuses on the skills needed to strategically manage on online presence in multiple digital mediums. Topics include best practices for online sales and keys to creating a comprehensive digital strategy that leverages available technology.

$990.00
WISE Academy
Outbound Phone Sales Management Certification #216 $850.00
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Outbound Phone Sales Management Certification #216

March 7, 2019 / No Comments

A full day course, this class will provide you with the tools needed to run a successful outbound phone marketing program. Understand the best practices in staff management, messaging and frequency, CRM list segmentation and offer generation, staff compensation and issue resolution, and how to measure financial success through metrics and customer loyalty data. Understand how to manage an outbound phone team and watch your customer data expand and profits increase through the application of CRM best practices for this channel.

$850.00
Susan Cole
Mastering Public Speaking #220 $1,750.00
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Mastering Public Speaking #220

March 5, 2019 / No Comments

In this two-day interactive workshop, the focus is on public speaking AND leadership communication skills using a variety of formats. How you communicate is how others evaluate you – be proactive with this and learn how you can plan how others perceive you. Give yourself the opportunity to learn ‘the art’ of communication. Attending this workshop will help you achieve a higher level of communication skill. This is a workshop that focuses on general communication skills as well as public speaking skills using a variety of formats to enhance skills, practice them and maximize interaction between participants and faculty. Attendees will be able to enhance and practice skills with maximum interaction between participants and instructor.

$1,750.00
Lynda Jackson
Advanced Public Speaking #221 $990.00
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Advanced Public Speaking #221

March 4, 2019 / No Comments

This one-day course is designed to increase your mastery of public speaking. Attendees will prepare and participate in a debate – the ultimate public speaking experience – and add new visualization, impromptu and persuasive methods to their skill sets as communicators. Perfect the techniques that will make you a confident communicator – not only in front of an audience but in the boardroom and meeting room too. This workshop is for advanced public speakers who wish to take their skills to the next level.

$990.00
Lynda Jackson
Consumer Direct Leadership #301 $4,000.00
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Consumer Direct Leadership #301

March 1, 2017 / No Comments

What does it take to lead a fully integrated winery consumer direct program organization? This is the ultimate certificate in DTC leadership for the manager specializing in, or wanting in-depth knowledge of DTC sales. Not only will you learn how to best manage the various “silos” of consumer direct channels, but more importantly you will also learn how to close the white space in between into one fully integrated consumer direct program.This course provides a detailed understanding of what it takes to build a great DTC organization. Advanced CRM and best practices by channel (tasting room, club, events, online) are covered along with strategies for integrating systems and making the right resource allocation decisions. Emphasis on the leadership tools required to champion DTC within the organization (e.g. strategic planning, change management) are central to this course. Successful completion will result in earning a WISE Online Wine Management Certificate, Level III.

$4,000.00
WISE Academy