Wine education is a popular topic at many colleges and education centers; however, most are missing a key element – how to sell wine as a product.
With that in mind, College of Charleston School of Business professor John Crotts and his co-authors sought to write the first focused guide for developing personal wine-selling skills. The book draws on the authors’ more than six decades of combined research and experience in the wine business industry.
Crotts’ book Wine Sales and Distribution: The Secrets to Building a Consultative Selling Approach recently received top honors by Gourmand International for drink-related business books published in the United States.
To celebrate Wine Sales and Distribution, Crotts and one of his co-authors, wine sales expert Paul Wagner, will present on how to sell wine through storytelling. This engaging two-part lecture will be on Wednesday, April 1. Attendees can attend one or both sessions.
The first class in this two-part wine sales course focuses on the buyer-supplier relationship. Instructor Paul Wagner will help distributors hone the skills necessary to succeed as a wine sales representative. He will provide practical, step-by-step examples of successful techniques that are proven to work in the marketplace.
The second class focuses on the nuts and bolts approach to selling wine to your customers, whether they be in a restaurant, a tasting room or wine shop. This second session is also a good opportunity for community members with personal wine collections to pick up a few tips on how to use storytelling to impress their friends and family.
Those interested in learning more should visit the website go.cofc.edu/winesales.