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Wine Women Hosts “How to Win Friends and Sell More Wine” on February 28th at Gloria Ferrer in Sonoma

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Sonoma, California | February 9, 2017: WINE WOMEN hosts “How to Win Friends and Sell More Wine,” a full-day workshop by sales trainer Lynda Paulson, CEO of Success Strategies, Inc., as part of its Professional Training Series on Tuesday, February 28th, at Gloria Ferrer Caves & Vineyards, in Sonoma at 8 a.m. The workshop is targeted to wine sales professionals working in tasting rooms or in-home sales, open to both members and non members to attend.


Attendees will learn how to maximize the revenue potential of each tasting room visitor by using the structured techniques of relationship sales skills. Taught through class demonstrations, discussion, role-playing, and team building exercises, 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:  https://wine-sales-workshop.eventbrite.com. Discounts are available for Wine Women members, Early Bird ticket purchases (before February 13th) and Group ticket purchases, which range from $189 to $324, including lunch.


Lynda Paulson, Sales Trainer and Public Speaking Coach, 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 400 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 more than 400 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.


WINE WOMEN’s mission is “To champion the advancement of women’s careers in the wine industry by building strong relationships, essential business skills and leadership among members.” At the core of the new 501(c)(3) nonprofit professional organization’s activities are programs that provide the tools, guidance and creativity for members to attain industry prominence by fostering and nurturing talent, providing networking and training opportunities, as well as advocating for better opportunities for women in the wine industry.

For more information about WINE WOMEN, visit: http://winewomen.net/about/ or call 707.996.8740. Visit WINE WOMEN’s website at WineWomen.net, or their Facebook page, WineWomenOrg, or find them on Twitter @WineWomenOrg. For membership information, email Ellen Reich Luchtel, Membership Director, at [email protected]. For complete details on their events calendar, visit: WineWomen.net/Events-List.

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