#3002 BUS 848W Wine Sales Strategies: Mastering Route-to-Market and Client Relations

Course Description

This online 8-week course will give students a solid foundation in the current reality of the route-to-market. Domestic sales, selling wine in retail stores (off-premise), restaurants and bars (on premise), and e-commerce. Course concepts will be examined and explored through the lens of the wine industry. Through exploration of route-to-market strategies for alcoholic beverages, students gain client-facing sales and territory management skills. This course is directed primarily at current winery sales and marketing employees. It is also beneficial for those seeking to enter the wine industry.

Principle Concepts

• Understand client/buyer decision profiles.
• Identify business opportunities in all sales channels.
• Understand buyer/client marketing and merchandising concepts.
• Employ networking strategies to close more sales to buyers/clients.
• Identify skill set of sales professionals
• Understand Supply Chain
• Understand distribution management
• Pricing Strategies in the wine industry
• Presentation and negotiation skills
• Steps to a successful sales call
• Strong business acumen: know the industry, competition, and trends affecting the business