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Effective Sales Techniques for Coffee Roasters
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Effective Sales Techniques for Coffee Roasters


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Effective Sales Techniques for Coffee Roasters presented by Andrew Hetzel of Cafemakers at the 2007 Specialty Coffee Association of America conference in Long Beach, California

Effective Sales Techniques for Coffee Roasters presented by Andrew Hetzel of Cafemakers at the 2007 Specialty Coffee Association of America conference in Long Beach, California

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  • David and I both have professional sales backgrounds. One night over a few beverages in Charlotte last year, we started discussing a common problem that we both witnessed in the industry: every coffee roaster seems highly concerned about the quality of their coffees, but gives little or no attention to the performance of their sales organization. Now, we certainly do not wish to discount the importance of a good quality product, but we do suggest that every coffee roaster can do more by taking the time within their own organization to understand that selling is a method of communication - when you have a solid strategy in place, your sales will improve dramatically so that you can put more of your great coffee out there for consumers to enjoy.
  • Transcript

    • 1. Effective Sales Techniques for Coffee Roasters Andrew Hetzel, Cafemakers, LLC and David Haddock, Coffee Hows, Inc.
    • 2. Act I
    • 3. Your business sells coffee
    • 4. Each of us will be faced with a sales encounter sooner or later
    • 5. Bad salesmanship loses good deals or secures bad ones
    • 6. Understanding selling makes confident and effective salespeople
    • 7. A systematic approach to complex sales will help you to succeed
    • 8. Act II, Scene 1
    • 9. Successfully executing a losing strategy is futile
    • 10. To get to where you're going, you need to know where you are
    • 11. You must define your current position as a business
    • 12. Evaluate threats and opportunities brought by change and competition
    • 13. Define your ideal customers and objectives for those customers
    • 14. Who is evaluating your proposal and what roles do they play?
    • 15. An economic buyer is the only one that can say “yes”
    • 16. Users have to live with your products or services every day
    • 17. Technical influencers evaluate your products or services
    • 18. Your coach is looking out for you
    • 19. We all win or nobody does
    • 20. In a win-win scenario, both parties are satisfied
    • 21. In a win-lose scenario, you win at the buyer’s expense
    • 22. In a lose-win scenario, you’re buying the business
    • 23. In a lose-lose scenario, neither feels good about the sale
    • 24. Act II, Scene 2
    • 25. Uncover the situation and buyers’ perception of the situation
    • 26. The most important sales skill you can develop is your hearing
    • 27. All decisions are motivated by personal interests
    • 28. If you listen, they will tell you…
    • 29. Guide the conversation like a funnel
    • 30. Confirm that you understand critical elements
    • 31. Your buyers’ perception determines your approach
    • 32. Growth buyers want more
    • 33. Troubled buyers are fleeing pain
    • 34. Even keel buyers are satisfied with the way things are
    • 35. Overconfident buyers will not take action
    • 36. Act II, Scene 3
    • 37. Tactics: A procedure or set of maneuvers engaged in to achieve an end, an aim, or a goal.
    • 38. Present your information effectively
    • 39. Every supporting statement begins with acknowledgement
    • 40. Support only benefits applicable to the buyer’s interests
    • 41. Do not support prematurely
    • 42. Identify any objections and respond to them accordingly
    • 43. Skepticism requires proof
    • 44. Misunderstandings should be acknowledged and corrected
    • 45. Drawbacks should be acknowledged and minimized
    • 46. Reaching your objective and securing the deal
    • 47. Define an objective and backup objective for every sales call
    • 48. Recognize when the sale is ready to proceed
    • 49. Secure the objective and follow through on commitments
    • 50. How do we do this in our own organization?
    • 51. Act III
    • 52. Wrong information + wrong buyers will not make a “right” deal
    • 53. Treat the sales process with the same care as the roasting process
    • 54. You can be an accomplished salesperson with practice
    • 55. A professional sales culture will dramatically increase sales
    • 56.
      • Andrew Hetzel
      • Cafemakers LLC
      • (808) 443-0290
      • David Haddock
      • Coffee Hows, Inc.
      • (919) 771-7752