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Wine Spectator School

Class 4: Sales Strategies

sales strategies

Create a positive customer experience

  • Product selection

  • Merchandising

  • Service

Use wine messages

  • Assume the wine sale

  • Greet your customer

  • Bring the wine to life

  • Wear many hats



Narrow down the choices

Describe the wines using resources available to you

Distributor Sales Representative

Back Label

Wine Spectator Shelf-Talker

Wine Spectator Online

The Wine List

Use strategies for recommending wine
Share personal favorites

Offer options

Relate third-party endorsements

Use the power of the brand

Point out values and discoveries

Pair wine with food

Pinpoint the price



Principle of Like Weights:

The wine should be at least the same weight as the dish

Weights White Wines Foods

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