Capital Wine and Spirits is committed to the training and development of people at all levels. Substantial energies must be applied to improving the skill levels of not only our sales people, but managers as well. In order to achieve our supplier and company goals while expanding our business, training is required.

The primary responsibility of sales management is to train sales people to be successful. This includes developing qualified individuals who fulfill their responsibilities quickly and continuing the process while employed. If qualified this may include a program that advances a Sales Representative into management. However, regardless of position, training is an on-going responsibility for all managers.

Specific training programs are in place for our sales and management personnel:

Sales Representatives:

• Initial four week Field Training
• W.S.S.M. – Wine and Spirits Professional Selling and Merchandising
• In-house Wine & Spirit Product Knowledge Seminars
• On-Premise Training (TOPS)
• Certification Program for Beverage Professionals Course

Sales Management:

• Field Sales Management In-Field Training
• Sales Management Manual Seminar
• Sales Management "Train the Trainer"
• Continued Development

Capital Wine and Spirits training programs combined with continuous development will ensure that Sales Representatives and Managers are equipped to fulfill their responsibilities. Additionally, personal growth and increased value to CWS is realized. It is our aim to field the industrys most competent knowledgeable sales force. Capital Wine and Spirits training philosophy is designed to achieve two goals.

1. To provide Sales Representatives with the product knowledge, planning, selling, merchandising and administrative knowledge and skills to achieve supplier sales objectives.
2. To establish a common "language" within Capital Wine and Spirits regarding the standards, concepts, techniques and procedures involved in a Sales Representative's job. This provides a basis for more effective organizational planning, communication, training and evaluation.

Capital Wine and Spirits supplements orientation and field training activity with a formal sales training program to accelerate the knowledge and skill development of Sales Representatives.

Each Sales Representative will participate, within their first year with the company, in a series of sales training workshops.

The topics covered in the workshops are as follows:
 

• Sales Planning – Organization – Time Management
• Wine and Spirits Product Knowledge
• Effective Sales Presentations
  Handling Trade Objections
• Merchandising Wine and Spirits
• Managing the Shelf and Cold Box

The structure and content of Capital Wine and Spirits orientation, field and formal training program, is unique to the wine and spirits industry. It provides sales management tools superior to that of any competitive wholesaler.