Published on May 19, 2007
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
Act II, Scene 1
Successfully executing a losing strategy is futile
To get to 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
Act II, Scene 2
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
Act II, Scene 3
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
Andrew Hetzel Cafemakers LLC www.cafemakers.com (808) 443-0290 David Haddock Coffee Hows, Inc. www.coffeehows.com (919) 771-7752
Coffee Hows, Inc.
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