In the fourth part of the Morning Advertiser's series, Clare Young managing director of training consultancy Vintellect advises on how to maximise wine sales through staff training
When a customer orders a glass of red or white wine, why do most bar staff simply pour the cheapest wine available? And why, when a customer orders a glass of white wine, and the barperson has correctly offered them the wine list, does the customer then opt for a lager instead, when the barperson returns? (The latter is a scenario I have witnessed on more than one occasion). The answer is that the barperson has never been trained how to introduce the full wine selection correctly and how to make an appropriate recommendation.
Having the finest wine selection and the best-equipped wine station is not enough to maximise wine sales. It is essential to have well trained and knowledgeable staff. Every member of waiting/bar staff should have basic product knowledge and be motivated to sell wine.
Depending on the size and type of business, each pub should aim to have at least one member of staff with excellent product knowledge, preferably with the Wine & Spirit Education Trust's Advanced or Intermediate level qualification. Additionally, at least one other staff member should have acquired some formal tutored wine sales and product knowledge training. It is also extremely important that all members of bar/waiting staff, including those working part-time, should have basic product knowledge gained through attending supplier tasting sessions or by using some of the more innovative interactive computer-based courses.
Even if you only have one or two members of full-time staff and a number of transient part-timers, I have found that providing formal wine training is of great benefit to your staff and business, leading to a growth in sales and lower staff turnover.
Here's a round-up of the methods of training available every pub should be using at least three of these methods.
On-the-job training
Any wine training programme should includeon-the-job sessions. These should be carried out by someone from within the business who isdesignated to training and cover some or all of the following tasks:
l Opening and pouring wine behind the bar
l Opening and pouring wine at the table
l Optimising sales during quiet periods
l Optimising sales during busy periods
l Type, size and condition of glasses
l Use of wine preservation equipment
l Back bar layout and fridge stocking
l Stock rotation
l Customer complaint procedure
Supplier tasting/training sessions
Supplier tasting sessions should be used to support your training initiative and not relied upon as the sole training method. They should be carried out regularly and not organised on an ad hoc basis.
Most wine suppliers will have representatives who are good at training although you may find that training is product orientated and often lacking in structure but there can be exceptions to this rule. Be aware that there will be certain wines that representatives/trainers will encourage you to promote, purely because it will benefit their business, but not necessarily yours.
With suppliers' low profit margins, coupled with the fact that staff training is not their core business, resources available for training can be limited. Also be aware that a supplier that implements a complete training programme will have built that cost into your wine prices.
Tutored wine training courses provided externally
Attending professionally tutored courses provides your business and its employees with several key benefits. The structured approach gives the opportunity to gain more in-depth product knowledge and sales training. With tutored guidance this will help staff to develop greater self-confidence when dealing with customers, resulting in increased wine sales. Staff will also gain a feeling of respect and appreciation, which will result in increased motivation and ultimately lead to lower staff turnover.
The Wine & Spirit Education Trust (WSET) provides a range of courses, held at its head office in London or at local colleges around the country.
The WSET Level 1 Foundation Certificate is a one-day course covering grape growing, wine making, wine tasting, service and food and wine matching.
The WSET Level 2 Intermediate Certificate is a three/four-day course covering grape growing, wine tasting, and wine and spirit production. It examines most of the major wine-producing regions of the world.
The WSET Level 3 Advanced Certificate is an eight-day course covering grape growing, wine tasting and wine and spirit production. It examines in detail all of the world's wine regions.
Tutored wine training courses provided internally
Holding a training session in your pub has the advantage that staff can taste the wines thatthey sell, rather than the range provided by a college. The number of students may be controlled and groups are likely to be smaller, thus encouraging better interaction between the students and tutor and resulting in increased learning. Every topic is discussed with reference to selling wine in staff's own environment. Students will also have the opportunity to meet and socialise with other members of the company's staff, leading to greater motivation and a higher rate of staff retention.
WSET courses may be run internally through the WSET's network of approved programme providers, including Vintellect, which also offers a unique Wine Sales and Service course tailor-made for the on-trade. As well as wine service,it covers compiling a wine list, back bar design, selling techniques, grape growing, wine making and how to taste wine and identify faults. This one-day wine retail course is designed to be both educational and fun, with exercises and role plays.
Students who pass a 40-question exam receive a certificate.
E-learning
With such a high turnover and shortage of staff, investing in tutored wine training may not be viewed as cost-effective or beneficial to the business. For this reason, companies such as Constellation Europe and Vintellect have developed e-learning packages.
The World of Wine, produced by Constellation Europe, covers grape varieties, grape growing, wine making, storage, merchandising, licensing laws and Constellation brand information. At the end of the course each student is invited to pay a fee and take a 30-question exam over the phone.
Vintellect's interactive wine-training CD Max Your Wine Sales, is aimed at business owners, managers, bar and waiting staff. Pubs only need one CD to train an unlimited number of staff.
As well as grape varieties, market trends, wine preservation, merchandising and tasting, it also covers wine service behind the bar and at the table, plus useful selling techniques. It is presented in the form of interactive exercises including games and quizzes. The course takes two hours to complete so individuals can work at their own pace and can take a break at any point during a module. When they return to it, they simply continue from where they left off. The course can be completed during quiet periods of scheduled shifts.
Each member of staff can take a 30-question multiple-choice exam. All individuals achieving a pass mark of 60% or more are awarded a Vintellect Wine Max Your Wine Sales certificate.
Reader offer
Vintellect is offering a £70 discount to the first 50Morning Advertiser readers to order a copy of its Max Your Wine Sales interactive training CD.
The pack, which usually costs £365 for a one-year licence for unlimited use, is on offer at£295 including a two-year licence and 30 certificates.
One CD can be used to train every member of staff in your team and focuses on serving wine correctly, developing product knowledge to be able to recommend wines and up-sell confidently.
For further information or to make an appointment for a free demonstration of how the CD works, contact Vintellect on: 01372 371093.