The first edition of the " Excellence Agents Course " began in Milan on Friday 10 March, a training course organized by Società Excellence , a company that brings together twenty-one of the major Italian importers and distributors of excellent wines and spirits.
The course, which sees the participation of agents from all over Italy who are part of the sales force of the member companies of Società Excellence, is divided into four in-depth meetings that will take place during 2023. Objective: to provide new work to increase skills and give a new face to the profession of sales agent in the world of wine and fine spirits.
" We are experiencing a period of great change and transformation, staying up to date by increasing one's skills is not only necessary, but vital " says Luca Cuzziol , President of Società Excellence. " The profession of sales agent in the world of wine has changed profoundly in recent years: the knowledge and needs of operators in the Horeca channel have grown, and they are increasingly prepared and up-to-date. At the same time, those of the sales force must also increase which plays the delicate role of representing the world of production and distribution. The pandemic has also further revolutionized the approach, which today must be increasingly able to provide a 360° consultancy service, essential for knowing how to face the market challenges ".
The first day saw highly experienced speakers alternating, starting with Sandro Feole , an expert in economics and corporate finance, who coordinates the course together with Lorenzo Righi , director of Società Excellence. In addition to them, Alberto Vai , expert in behavioral finance and sommelier, Andrea Tommaso D'Aietti , digital entrepreneur and marketer, Nicoletta Romanazzi , mental coach of athletes and entrepreneurs took part.
" It is the first time that an advanced training course has been organized in Italy for agents who work for distributors in the same sector but in fact competitors" adds Luca Cuzziol , President of Società Excellence. " We are very satisfied with this first meeting, full of ideas and which allowed us to lay the foundations for the continuation of the course. Training is one of the objectives that has animated Società Excellence since the year of its foundation in 2012. This course allows the figure of the agent to be more and more up-to-date and to improve his approach towards both the end customer and the distributor and the company and the wines he represents ".
