Parker is a businessman who needs a place to start his day alert, relax between meetings, and conduct business comfortably. Starbucks provides this solution with its welcoming coffee houses. Sales partners aim to make a connection by targeting business professionals, social groups, students, and locals daily. The sales philosophy is to sell passionately in a friendly environment to create loyal, returning customers through good service and a quality product.

1. Krista Grab
STARBUCKS COFFEE SALES PLAN

2. CUSTOMER PAIN POINT
 As a businessman, Parker’s day is packed with
meetings, projects and hours at his desk. He
strives to start the day right by being alert and
focused. He then needs somewhere he can
relax in-between morning and afternoon and
conduct meetings other than in a conference
room.
 What should Parker decide to do as routine as
well as discover a reliable “get away” in the
middle of his busy scheduled day?

3. SOLUTION
 Where can Parker go to start his day, relax, and
conduct business comfortably?
 A welcoming Starbucks Coffee House
 Vision: Diversify the coffee experience
 Values: Strive to make a connection
 Mission: “To inspire and nurture the human spirit –
one person, one cup and one neighborhood at a
time.”
 Core Competencies: Brewing Espresso. Building
relationships.

4. RELATIONSHIP STRATEGY
 Sales partners are eager to make a
connection.
 Top customers to target daily:
 Business Professionals
 Social groups within the neighborhood
 Students
 Locals or “regulars”

5. PERSONAL SELLING PHILOSOPHY
 Start (and continue) in a friendly relaxed
environment. Its easy to sell a product you
believe in and are passionate about.
 Customers who invest in what they are
passionate about, such as coffee, will
continue to be loyal to the sellers where they
are appreciated.
 Givethem a reason to come back. Like a smile
and simple thank you. (for their support in the
high quality products Starbucks produces)

6. PRODUCT STRATEGY
 Coffee, Teas, Sponsored Products,
wholesome food menu
 High quality, nutritious, flavorful, various
customizations
 Up-selling:
 Offerfood item with specific beverage type
 Whole bean 1 Lb. advertising
 Modifiers (syrups, soy milk, protein powder etc)

7. MANAGING CUSTOMER CONTACTS
 Management in Starbucks has the
mainstream levels for a corporation:
However, management practices 360 degree
Coaching.
A barista and shift manager can “coach” their
own store manager (and vise versa) and has the
right to input sales and customer service
recommendations within meetings and coaching
sessions.

8. CONTACTS PROGRESS & SALES PRESENTATION
 Report on sales process: Weekly sales
reports and quantity of stocked product will
be compared to previous years status. Any
inaccuracy then will be improved upon in
upcoming season promotional coffee
products.
 Share your prepared sales presentation:
Build loyal customer relations to increase
product demand.

9. SALES PRESENTATION
 Plan for sales resistance: Provide differentiated
product according to area served and economies of
scale so to reach the optimal amount of consumers.
 Closing the sales methods: Relationship building
closes not only sales made to customers, but
reassures Starbucks those satisfied customers will
return.
 Servicing the sale: “Right Now Recovery” is the
guarantee to customers that if they didn’t enjoy their
beverage, it will be made to their satisfaction. Always.

10. CONCLUSION & SELECTED REFERENCES
 Overall, when a customer is pleased and
treated with the utmost respect, they often
return expecting the same actions.
Therefore, in conclusion, it’s the
reoccurrence of appreciation to customer
loyalty and relationship building that a
salesperson at Starbucks is responsible for
to close a sale.