Investing in staff training is the key to maximising the potential value of any customer. Genuine, knowledgeable & enthusiastic staff deliver memorable experiences, sell more wine and increase wine club subscriptions.

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The flexible delivery of video learning means participants work
through at their own pace, around the demands of their role.


Module One: Understanding Your Role

Are you selling wine, or wine experiences? This module connects the importance of exceptional service with every visitor to the success of the business. By establishing the concept that the 'staff are the product', this module explores the proven effect that having a great experience impacts positively on the brand through many avenues, over a long period of time. It introduces how consumers form their expectations, how service quality is evaluated and the impact of social proof on the business.

Module Two: Understanding Your Customer

How can we categorise visitors into demographic segments and why is this useful? This module explores the concept of segmenting wine tourism consumers into broad groups based on research. Four broad segments are examined in detail so that staff can recognise key aspects of each segment in practice. Having insights into these segments is the basis for personalising the service approach, which in turn is the basis for creating a foundation of trust. Trust is the key to building engagement & loyalty - hence the importance of customer focused service.

Module Three: Talking About Wine

How can staff personalise their service delivery? Having established our key demographic segments, this fundamental module explores how to tailor wine-related information to suit each type of consumer. We provide participants with a 'Talking About Wine Toolkit' to expand the options when talking about the same wine to different types of visitors. This means no more scripts and a tremendous opportunity to encourage staff to use their own creativity & personality when talking about wine. This module also touches on how to talk about brand and regionality plus the importance of being accommodating to all types of people when talking about wine.

Module Four: Building the Foundation

How can staff personalise their service delivery? For cellar door staff, asking for sales and signups without first building a solid foundation of engagement and trust is ineffective. This lesson focuses on how to deliver exceptional experiences for every visitor from the moment they walk through the door. It covers introduction and greeting, setting up the tasting, developing rapport through conversation & observation. It teaches how to build engagement and trust that can then be used to close sales and ask for wine club subscriptions.

Module Five: Selling Wine

Sales used to be about outsmarting the customer & relying on persuasion and coercion. In tourism, this approach is redundant: to sell anything, your customer must like you, trust you and believe you have their best interests at heart. From there, it's about having detailed product knowledge, understanding buying signals and learning how to close. This module tackles all of these variables in detail. It also includes extra content on overcoming objections and dealing with non-purchase outcomes.

Module Six: Increasing wine club and newsletter subscriptions

We know that wine club is critical to cellar door success but unfortunately there is no script and no silver bullet. No matter if your wine club is built on allocation access, status, convenience, price or quality - the key is creating the desire to continue the relationship with the brand after leaving the venue. This last module addresses the key factors in building awareness & aspiration: how to identify suitable candidates, how to integrate wine club benefits into conversations, how to ask and how to use customer preference to tailor the pitch. Additionally it covers how to ask for an email address and the importance of a sound goodbye policy.



A 12 month membership allows unlimited access to the program. On average, selling three cases of wine will pay for it.


Without jargon, the program details how to deliver exceptional experiences by personalising the customer experience.


The online delivery means participants can study anytime, anywhere at any pace. No more costly conference attendance.


The program is based on years of experience in the sector, research and insight from multiple aspects of the wine industry.

''Wine tourism is about people; your staff connect visitors to your brand. In the end, what will cost more? Hiring staff, training them & having them leave? Or, hiring staff, not training them, & having them stay? ''

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Invest in your staff today

A 12 month membership to Vintuition gives you unlimited access to our course
so you can train all of your new staff as the year progresses, and everyone who
is already there.