Set Your Team on Fire!

Wait. I don’t think that came across the way I intended. I can see how that could be misconstrued. What I meant was: “Re-Ignite Your Team.” That’s what I meant. Can never be TOO careful these days.

So; you have your staff. They’re a good staff. Maybe they’re a long-term staff and everyone gets along well and you’ve built a great culture. All good things! But even with the most awesome and dedicated team, things can get stale.

Are they well-equipped to read the customer and tailor their messaging to each?

“I love Frank, but I don’t know that every visitor wants to hear his telling of the long and detailed history of Pinot Noir.”

Different customers are going to benefit from different approaches during their visit. Someone who has recently completed wine-tasting trips to Southern France and Italy probably doesn’t need to hear about how a crusher de-stemmer works. On the flip-side, someone new to wine appreciation is going to get lost if a tasting room team member starts discussing carbonic maceration.

Chances are your team does know these things, but over time just like everyone, they fall into a routine. How do you break that routine?:


Investing the time and resources into monthly or quarterly training sessions can pay off huge dividends both immediately and over time

Some of the topics worth covering are: 

  • Reading the customer
  • Bringing the winery “story” to life
  • Sensory evaluation
  • Communicating about wine at different levels
  • Closing and upselling techniques
  • Driving wine club membership

Some of these topics or portions thereof can be covered in a longer format morning meeting- an hour or two. However, there is a strong argument to be made for dedicating a half or an entire day to staff training and education. Doing so helps to ensure better retention of the topics covered and also better retention of your staff! When employees feel their growth and education are being invested into by their employer, they are more likely to stay longer and perform better. 

Another benefit of a longer-format training is giving the opportunity to revisit more difficult topics and, more importantly, roleplay! Being able to play out scenarios and practice some of the new skills they’ve learned does a lot to commit the methods to memory.

Of course, this is the part where I tell you that Leyack Group does provide all kinds of staff training. 1-2 day intensive trainings are available as are shorter half-day options. Contact us at for more information.



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