News Fetch

← Return to OtherVoices Articles

Success Strategies Offers Winery Hospitality Sales Training

Submitted By: Marcia Macomber, January 03, 2018
Success Strategies Inc., a sales training and executive communication coaching company, will offer its “Winery Hospitality Relationship Sales Training” one-day workshop, on January 16th in Santa Rosa, Calif., taught by Lynda Paulson, founder and international trainer. The immersion training class provides hands-on, practical skill-building exercises to enable participants of this full-day workshop to learn how to maximize the revenue potential of each tasting room visitor. The workshop is targeted to wine sales professionals working in tasting rooms or in-home sales.

Attendees will learn relationship sales skills through class demonstrations, discussion, role-playing, and team building exercises. As a result, participants will learn to provide greater customer satisfaction and increase sales. Course takeaways include —
Apply your unique personality to the art of relationship selling
Understand the various verbal and non-verbal buying signals and how to respond to them
Learn how to deal with difficult people with poise and (and turn them around)!
Go beyond being a wine "educator"—sell the benefits!
Perfect the art of asking questions
Become masterful at creative "up-selling"
Use trial closes to learn readiness to buy
Learn to be a master at closing the sale smoothly
Sharpen your phone selling habits
Respond to stress and challenges with calm, self-control

Reported Nicole Pattalochi, Director of Hospitality, Archery Summit Winery: “I am happy to report that we doubled our wine club sign up goal after the workshop. We are off to a great start!” Ms. Pattalochi’s sentiments were echoed by John Morris, Tasting Room Manager, Tablas Creek Vineyard: “Your workshop was an unqualified success…sales and wine club conversion are high. If only we had done it sooner! Thanks for teaching us that ‘facts tell, stories sell.”

The workshop also includes optional pre-class mystery shopping for the tasting room, website or by phone as well as a strategy session with the tasting room manager in order to more fully customize the course material for participants. Advance registration is required at: The next class is on January 16th in Santa Rosa at St. Francis Winery. View/Download flyer: Discounts are available for Wine Women and CANVAS members. Class includes lunch. | Reserve your seat at: Or, call 775.530.6119 or email Learn more at

Lynda Paulson has been a sales training coach for more than thirty years with Success Strategies, Inc., renowned for teaching sales training, public speaking and communication skills to professionals from over 600 wineries and businesses in the U.S. and Europe. Her coaching techniques have been crafted over decades working with local clients such as the Cakebreads, the Mondavis, the Trincheros, the Martinis, the Wentes and management teams at many local companies. She has also taught training courses at AT&T, American Express, Disney Corporation, Kodak, ING, IBM and many more throughout California, Oregon, Washington, New York, Canada and Europe.