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Increasing Wine Club Sign Up Success Online Course


January 23-25, 2018 ONLINE

Effective training of your team is the best investment your winery can make in raising the bar on revenue generation.  Acquiring new wine club members is critical to that growth because your club members buy more per capita every time they visit your winery, they serve as advocates for your winery with their friends and family, and wine club revenue is a consistent budget line item that you can count on every time you run your wine club.

  • Segment 1:  LISTEN  (Webinar on January 23, 2018) 10 am PST
  • Segment 2:  LEARN  (Webinar on January 24, 2018) 10 am PST
  • Segment 3:  LINK (Webinar on January 25, 2018) 10 am PST


Statistics show that less than 20% of visitors to a tasting room are never invited to join the wine club.  Maybe your staff members are hesitant to ask people to join, maybe they mention your wine club, but aren’t convincing in how they describe it, or maybe they don’t consider it part of their hosting responsibilities.

Napa Valley Wine Academy has developed a training program called “Listen, Learn and Link”, which breaks down the guest’s wine tasting experience into pieces and actually shows your tasting room staff how to ask for and successfully convert a new wine club membership.  In three separate LIVE one-hour webinar sessions, we will cover the following:

Segment 1:  LISTEN  (Webinar on January 23, 2018, 10 am)

  • The Guest Experience
  • Characteristics of a Great Tasting Room Experience
  • Greeting Guests
  • Building Rapport with Guests
  • Understanding and Evaluating Your Guests’ Needs

Segment 2:  LEARN (Webinar on January 24, 2018, 10 am)

  • Process/Flow of a Tasting Experience
  • Asking the Right Questions
  • Listening to the Guest
  • Understanding How the Guests Perceive Themselves

Segment 3:  LINK (Webinar on January 25, 2018, 10 am)

  • How to Talk About Your Wine Club – Telling Rich, Compelling Stories
  • Link your Stories to Your Guest’s Interests
  • Closing – How to Do It
    • It’s your responsibility
    • It’s expected
    • It makes it easier on both you and your guest
  • Effective Words You Can Use

Sign up your Tasting Room team members now and watch your wine club membership grow!

About Your Instructor – Susan Cole

Susan has more than 20 years of wine marketing experience, all in the direct-to-consumer arena.  Her industry knowledge, sales expertise, and ability to build relationships have proven instrumental in helping both large and small wineries achieve and surpass their revenue goals.

During her time at Windsor Vineyards, Treasury Wine Estates, and Pezzi King Vineyards she has managed inbound and outbound call centers, wine clubs, and customer service organizations, resulting in revenue growth, club membership, and sales that consistently exceeded projections.

For the tasting rooms of Beringer Vineyards, Chateau St. Jean, Stags’ Leap, St. Clement, Etude, Souverain, Meridian, and Cellar 360 she had led dynamic and successful training sessions in retail sales and wine club membership that resulted in improved sales revenue and increased club conversion.

Susan holds a diploma at the intermediate level on her way to Master of Wine from WSET,  the Wine and Spirits Educational Trust in London.  She is a much sought-after trainer for wineries ranging from Washington, Oregon, Sonoma and Napa Counties, to Paso Robles in California’s Central Coast region.

Here’s what some of her students have to say about Susan Cole as a trainer:

“Susan is superb as a trainer.”

“Susan was very observant, organized and a fantastic teacher. She was engaging and kept us interested the whole time.”

“Susan was a wonderful presenter and was supportive of our progression. She was a great personality to teach us and walk us through the learning process.”

“Great skills and honestly applicable to life in general, Susan is an excellent person to teach about listening, because she’s a masterful listener.”

“Susan is a clear and thoughtful teacher with immense positivity and contagious enthusiasm who gave encouragement for the team. I believe she empowered them to use these new tools and reignited their enthusiasm in the workplace.”

Additional information

Course Format

Online Course


Napa, California, Santa Barbara, California, Online, Denver, Colorado, Orlando, Florida, Tampa, Florida, Cleveland, Ohio, Las Vegas, Nevada, Nashville, Tennessee

Knowledge Level


Course Type


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