Effective Sales Techniques  for Coffee Roasters Andrew Hetzel, Cafemakers LLC and David Haddock, Coffee Hows, Inc.
Your business sells coffee
Each of us will be faced with a sales encounter sooner or later
Bad salesmanship loses good deals or secures  bad ones
Understanding selling makes confident and effective salespeople
A systematic approach to complex sales will help you to succeed
Successfully executing a losing strategy is futile
To figure out where you're going, you need to know where you are
You must define your current position as a business
Evaluate threats and opportunities brought by change and competition
Define your ideal customers and objectives for those customers
Who is evaluating your proposal and what roles do they play?
An economic buyer is the only one that can say “yes”
Users have to live with your products or services every day
Technical influencers evaluate your products or services
Your coach is looking out for you
We all win or nobody does
In a win-win scenario, both parties are satisfied
In a win-lose scenario, you win at the buyer’s expense
In a lose-win scenario, you’re buying the business
In a lose-lose scenario, neither feels good about the sale
Uncover the situation and buyers’ perception of the situation
The most important sales skill you can develop is your hearing
All decisions are motivated by personal interests
If you listen, they will tell you…
Guide the conversation like a funnel
Confirm that you understand critical elements
Your buyers’ perception determines your approach
Growth buyers want more
Troubled buyers are fleeing pain
Even keel buyers are satisfied with the way things are
Overconfident buyers will not take action
Tactics: A procedure or set of maneuvers engaged in to achieve an end, an aim, or a goal.
Present your information effectively
Every supporting statement begins with acknowledgement
Support only benefits applicable to the buyer’s interests
Do not support prematurely
Identify any objections and respond to them accordingly
Skepticism requires proof
Misunderstandings should be acknowledged and corrected
Drawbacks should be acknowledged and minimized
Reaching your objective and securing the deal
Define an objective and backup objective for every sales call
Recognize when the sale is ready to proceed
Secure the objective and follow through on commitments
How do we do this in our own organization?
Wrong information + wrong buyers will not make a “right” deal
Treat the sales process with the same care as the roasting process
You can be an accomplished salesperson with practice
A professional sales culture will dramatically increase sales
<ul><li>Andrew Hetzel </li></ul><ul><li>Cafemakers LLC </li></ul><ul><li>www.cafemakers.com </li></ul><ul><li>(808) 443-02...
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Effective Sales Techniques for Coffee Roasters

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Please do not contact me asking for a copy; I do not e-mail out my presentations. Thank you. This is a conference presentation I created for Andrew Hetzel, www.cafemakers.com

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Effective Sales Techniques for Coffee Roasters

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

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