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The education behind the art of upselling

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Wine & Spirit Education Trust workshops put qualifications in context

Wine & Spirit Education Trust (WSET) qualifications are recognised globally as providing critical knowledge for any wine and spirits professional, from production to food pairing. But once their certificate is received, it is how professionals use that knowledge that is what really counts.

At London Wine Fair 2017, WSET will be hosting a series of workshops in a pop-up classroom to put WSET qualifications in context. WSET certified educators will give visitors a taster of what candidates learn across the full range of WSET courses and how this new knowledge can be applied in the trade to benefit both individual and business.

From the beginner Level 1 Awards in Wine, Spirits and Sake to the specialist Level 4 Diploma in Wine and Spirits, visitors can take part in one of the five daily workshops throughout the Fair to learn more about the courses and how they can help them progress in the industry.

The key focus of the sessions will be on ‘upselling’, demonstrating how WSET courses can help develop this important skill to make a significant difference to profit margins. Education on the main wine and spirit styles, from base ingredients and key regions to factors affecting aroma and flavour, will give staff the ability to encourage customers to see the benefit in choosing a higher quality drink over a house pour, despite the higher cost.

Pushing fine wines and spirits can seem like a daunting proposition, but the power of knowledge will increase staff’s confidence and enthusiasm enabling them to upsell to guests with honest conviction, which undoubtedly increases sales.

Jim Gore DipWSET, Principal of WSET School London, WSET’s flagship Approved Programme Provider, will be on hand throughout the show to answer any questions and provide further information about WSET and its courses.

Jim studied Microbiology at Edinburgh University where he started working at Oddbins. With 14 years of experience in the wine trade under his belt and three years in a pivotal role as a Programme Manager and certified educator at WSET School London, he took up the newly created position as Principal last year while he continues his studies in the Master of Wine programme.

To learn more about the courses visitors can speak to a representative at WSET’s stand at London Wine Fair or visit the Where to Study page to find a local Approved Programme Provider.