Limited spots available  |  Early Bird Closes 7th July - SAVE $100

ATTENTION: CELLAR DOOR MANAGERS

Sell Wine With Confidence 🍷 

In five weeks, give your cellar door team the confidence and language to turn more tastings into wine sales, larger orders and increase wine club memberships.

SPECIAL EARLY BIRD PRICE ENDS IN

WINERIES WHO'VE WORKED WITH YVONNE   |   XANADU   |   ROWLEE WINES   |   VASSE FELIX   |   SOUTH BY SOUTH WEST   |   FRASER GALLOP ESTATE   |   CELLAR DOORS ACROSS AUSTRALIA   |   AMATO VINO   |  

YOUR WINES ARE EXCEPTIONAL

Are Your Cellar Door Conversations Delivering

The Same Standard?

Too often, cellar door staff hold back from asking for the sale.

They give information, not confidence.

They serve customers, but don’t always guide them to buy.

That means missed opportunities, lower conversions, and wine club memberships left on the table.

The Program

Here's exactly what you get over the 5 weeks.

Week 01

Week 1 – Building the Foundations

Confidence is the starting point of every great customer experience.

Your team doesn’t need to become pushy salespeople. They need to understand their natural strengths and how to create conversations that lead customers to buy.

You’ll learn how to:

  • Discover your natural customer style with the Cellar Door Confidence Quiz™

  • Understand your strengths, blind spots and missed opportunities in tastings

  • Recognise different customer styles and adapt your approach with confidence

Result: A team that understands how they naturally connect, where they may be holding back, and how to create tasting experiences that convert.

Week 02

Week 2 – Creating Conversations That Sell

The best cellar door experiences don't come from talking more about wine. They come from asking better questions.

Most customer don't just buy the wine, they buy the story, connection and experience behind it.

You’ll learn how to:

  • Turn tastings from presentations into personalised conversations

  • Ask questions that uncover buying opportunities, preferences and occasions

  • Create memorable moments that make customers want to buy, join and return

Result: Customers feel understood, your recommendations become more relevant and sales happen more naturally.

Week 03

Week 3 – Turn Tastings Into Purchases

A great tasting should never end with “thanks for visiting.”

You’ll learn how to:

  • Use the Seven Conversational Closers™ to confidently move customers from tasting to buying

  • Recognise buying signals and moments where sales are being missed

  • Recommend and upsell without feeling scripted or pushy

Result: More customers leaving with bottles, cases and a stronger connection to your brand.

Week 04

Week 4 – Growing Wine Club Memberships

The wine club conversation starts long before the final pour.

Your biggest commercial lever is to:

  • Apply the C.A.P.S Formula™ to guide the entire tasting experience

  • Introduce the wine club naturally throughout the customer journey

  • Use the Wine Club Converter™ strategies to create more long-term customers

Result: More confident wine club conversations, increased memberships and customers who keep coming back.

Week 05

Week 5 – Handling Challenges With Confidence

When customers hesitate, the conversation isn’t over.

Discover how to:

  • Handle common objections around price, timing and membership commitment

  • Turn difficult customer moments into positive experiences

  • Respond with confidence instead of avoiding the conversation

Result: More customers leaving with bottles, cases and a stronger connection to your brand.

Results from May 2026 Cohort

Why this matters for your winery

Cellar door teams play a critical role in brand experience, conversion, repeat purchase, and wine club growth. This program is designed to help wineries build greater confidence and consistency in the moments that matter most.

  • → Format: 5 x 75-minute live virtual sessions (Zoom)

  • → Investment: Full price $599

    → Duration: 5 weeks - Starting Monday August 3rd, 10am (AEST)

    → Resources: Digital workbook and scripts tailored to wineries

    → Activities: Interactive role plays and discussions

    → Proven frameworks: Seven Conversational Closers™, C.A.P.S. Formula™, Wine Club Converter™ and more…

    → Who it’s for: Team working in Cellar Doors and Wineries

    → Outcome: Higher conversion rates, more wine club memberships sold, increased average sales….

Results You Can Expect

Increased Revenue

Per Visitor

Maximise every cellar door visit by lifting conversion rates, average order value and repeat purchases. Turn great customer experiences into measurable business growth.

Consistent Customer Experience

Whether it’s a casual weekend visitor or a corporate group, every guest receives the same high-standard service that drives sales.

Cellar Door Teams

Sell Naturally

Your team learns how to close without pressure, so they feel comfortable asking and customers feel comfortable buying.

No More Missed Opportunities

Staff confidently move from tastings to purchases, so customers leave with bottles (or cases) in hand.

Reputation That Drives Repeat Visits

When service and sales align, your winery becomes the one guests recommend and return to.

Wine Club

Conversions

More customers invited to join, more sign-ups secured, and more long-term loyalty built.

FREE BONUSES (save $698)

The Cellar Door Conversion Review™

$350

Send me your current tasting sheet and I’ll give you bespoke feedback on where the flow, language and sales prompts could work harder.

  • Identify missed opportunities in your current tasting journey

  • Improve how you guide customers from tasting to purchase

  • Receive personalised recommendations specific to your winery

Wine Club Objection Cheat Sheet™

$99

Simple responses for common hesitations like “I need to think about it,” “I don’t drink enough,” and “I’m not local.” so you don't miss opportunities.

  • Know exactly what to say when customers hesitate

  • Build confidence introducing wine club memberships

  • Turn common objections into stronger conversations

Cellar Door Sales Leadership Toolkit™

$249

A practical guide to help managers reinforce the training, coach their team and keep sales momentum going long after the program finishes.

  • Run better sales conversations without micromanaging your team

  • Know what to coach, measure and celebrate each week

  • Create consistent habits that lift conversions and wine club growth

Yvonne Hilsz

With over 17 years’ experience in the wine industry, Yvonne understands the balance between creating memorable customer experiences and achieving commercial results.

Having worked with some of Australia’s biggest wine and retail brands including Cellarmasters, Dan Murphy’s and BWS, along with wineries across Australia, she brings proven sales strategies designed specifically for the unique challenges of selling wine.

As a multi-award-winning sales coach and trainer, Yvonne helps teams build confidence, have better customer conversations and sell more wine without ever feeling pushy.

IN A NUTSHELL

  • 5 week LIVE training sessions (starts Monday August 1st)

  • Tailored to the wine industry; real cellar door scenarios, not generic sales scripts

  • Immediate application; language, tools, and strategies team can use that day

  • Convenient to work around your busy cellar door and not have to close for training

  • Investment: $599 p/p (See early bird special till 7th July)

  • Free Bonuses valued at $698List 4llet List

MY LAST THOUGHTS...

PRESS PLAY BELOW

You and I both know creating great wine isn’t easy.

The years spent growing the grapes, perfecting the craft, building your brand and creating a memorable cellar door experience… it all leads to that moment when someone walks through your door.

But here’s the question I’d ask you:

Are you maximising every opportunity?

Because the reality is, most cellar door teams are already great with people. They know their wines. They care about the customer experience. They want every visitor to walk away loving your brand.

But in a competitive market, relying on knowledge and passion alone isn’t enough.

Without a consistent structure and the confidence to guide the conversation, opportunities can easily slip away.

The extra bottles that weren’t recommended.

The wine club conversation that happened too late.

The customer who loved everything but left without a reason to come back.

Small moments add up.

Sell Wine With Confidence gives your team the tools, language and structure to create exceptional customer experiences that also drive commercial results.

Because great wine deserves to be enjoyed, remembered and taken home.