FuW Wine Connoisseur Diploma® Module 6 “Trade Day”
Seminar Format
What It's About
This practice-oriented module sets very specific, target-group-focused priorities for the trade. Guided by the key question “What makes a good salesperson?”, participants practise in short training units how to use a wine cheat sheet to conduct successful sales and expert discussions with ease, how to apply “power briefing” techniques, and how additional wine-related sales can be generated elsewhere in the store. The focus is on the fundamentals of wine selection, shelf maintenance, and organisational aspects of a wine event with customers in-store.
Objectives
Participants acquire the ability to run customer promotions involving wine. They are able to train colleagues in other departments (e.g. at the fresh food counter) so that they can also sell a wine alongside their products. In the event of new listings, they are able to close range gaps sensibly and view the wine department through the customer’s eyes as a wine connoisseur. Optionally, posts can also be created independently if the store wishes to present the wine category on social media.
Content
- Wine cheat sheet – for effective expert discussions
- General handling of wine, trends
- Fundamentals of wine selection, shelf maintenance
- Wine – advice and sales (power briefing)
- Workshop: customer promotions with wine
- Workshop: organising wine events
Target audience
Participants acquire the ability to run customer promotions involving wine. They are able to train colleagues in other departments (e.g. at the fresh food counter) so that they can also sell a wine alongside their products. In the event of new listings, they are able to close range gaps sensibly and view the wine department through the customer’s eyes as a wine connoisseur. Optionally, posts can also be created independently if the store wishes to present the wine category on social media.