Sparkling sales, uncorked: a sales workshop and tutored tasting with our inaugural Laurent-Perrier Champagne scholars

Written By Astorre 321

As our industry is facing unprecedented hardships, we must learn how to inspire.

Inspire people to partake in our product, share our passion and tell their friends about it.

In other words, we must sell better.

This is exactly what our first ever cohort of Laurent-Perrier Champagne scholars had a masterclass in earlier this week. The twelve scholars were buzzing with excitement from the moment that they arrived, armed and ready with pens, paper and a heap of questions. It was the first time they had all met in person, having been selected by the scholarship judging panel in May. The plan had been to only award ten scholarships, but the level was so high in the interviews that the judges could not restrict themselves, and so two more scholarships were created on the spot. The winners will partake in two days of Sales & Negotiation training as well as undertake Wine Scholar Guild's Champagne Masters Course, fully supported by the scholarship.

The scholars did not disappoint. Barely had Champagne Laurent-Perrier's sales agility consultant started his presentation before the first hand shot up in the air, followed swiftly by another and then another. Everyone was eager to learn and all were united in a desire to do their bit to help the industry at a time when consumption is declining. They were not afraid to ask for clarification, or even suggest an opposing view, and what resulted was a room-wide conversation about sales and negotiation in which everyone had something valuable to add.

Scholars Daniel Reis, Pierre Anderson and Rosie Watts in the sales & negotiation workshop.

Thanks to their diverse experience and roles, the scholars ended up learning just as much from each other as they did from the training. They all had a different answer to the question, “What does sales and negotiation mean to you?”. A varied group of UK-based wine professionals, counting nine different countries of origin between them, there were discussions around cultural attitudes to sales – for example, what works in Colombia versus Britain – how B2B and B2C conversations differ in style, and much more.

It was then time for a bit of roleplay. Our Co-Founding Trustee & Head of Operations Romané Basset was cast in the role of the trepidatious buyer, voicing increasingly difficult objections and hesitations in three different sales scenarios designed to test the scholars’ sales techniques. He wanted to buy a windsurfing board, but did not know how to swim and was terrified of a shark attack. He wanted to buy a pair of brown shoes for an interview, while already owning a pair. He wanted to buy a special-edition chef’s knife, but was nervous of bringing it into the kitchen due to a fear of cutting his fingers. The scenarios caused much laughter and grew more and more absurd, but they served their purpose well in demonstrating how best to approach a sales pitch, and useful feedback was given which the scholars noted down to take away with them and use at work.

Scholar Daniel Reis attempting to sell Romané Basset a special-edition chef's knife.

Using Laurent-Perrier’s range as an example, the scholars were also taught how to make an effective pitch, what common mistakes to avoid and how to make a great first impression on a potential client or customer. At the end of the day, an entire wall of the room was covered in notes and presentation materials, all of which had been put through the “So what?” test – chanted loudly in chorus by the audience in response to every statement – and defended by the presenters.

Scholars Jani Smith and Olga Salazar Torres being put through the "So what?" test.

The day ended with a tutored tasting of a selection of Laurent-Perrier’s range, led by Adam Guy, Managing Director of Laurent-Perrier UK. Preston Mohr, Managing Director of Wine Scholar Guild, had also come over especially from Paris to meet the scholars and say a few words of encouragement. Once again, hands continuously shot up around the room with insightful and detailed questions. There were discussions of current trends in the champagne market, Laurent-Perrier’s house style and when one might see the first few champagnes released by their new Cellar Master. Laurent-Perrier generously showcased five of their champagnes: Blanc de Blancs, La Cuvée, Héritage, Grand Siècle Iteration No. 26, and Cuvée Rosé.

Scholar Tegan-Jayne Bateman comparing two of Laurent-Perrier's champagnes.

We want to offer our heartfelt congratulations to our twelve Laurent-Perrier Champagne Scholars for winning these scholarships. We were blown away by the engagement, knowledge and enthusiasm in the room and are very proud to call you scholars of the Gérard Basset Foundation.

Thank you again to Champagne Laurent-Perrier and Wine Scholar Guild for supporting our work and helping us give everyone a fair chance.

The scholars:

Scholars Irina Ciobanu and Yancheng Liu during the tutored tasting.

Astorre 321
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