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Want to Improve your Espresso Sales?
Roasters: How to Increase your Sales
"Increase Market Share and Gain your Customer's Loyalty and Satisfaction by Increasing their Sales of your Coffee!".
Would you like to capture a larger coffee market share? Increase sales to your present accounts and prevent their defection to the competition? Have a "door opener" to your competitors accounts?
Some of the best and most effective ways that you can gain new customers and protect the loyalty of your present accounts is by showing them how to increase their bottom line, add satisfaction to their customers and achieve competitive advantage.
One of the most effective ways to do that is by showing your espresso accounts how to increase their revenues and customer's satisfaction by improving their "espresso image."
Maybe to you, as a roaster wholesaler, it does not make a difference what you sell to your accounts, regular beans for brewed coffee or espresso for their espresso based drinks.
But it makes a huge difference to them! Because if they can sell more espresso than regular coffee, they make more money! And if they make more money and are able to sell more, they will be more satisfied with your product and won't be looking for someone else because some customer told them that he or she does not like the drinks. By the way, all of my consulting clients sell at least 75% espresso based drinks, 10% brewed and the rest in pastries.
Here is our main site: "Coffee Business Success"
It is an unfortunate fact that most of the espresso operations, from small "Ma & Pa" bake shops that serve espresso, to large bake/bagel franchises, and even many so called "Gourmet Coffee Shops", have very limited understanding on how to market and prepare correctly espresso based drinks. This results in lower revenues for the retailer, less customer's satisfaction, and may have a negative impact on the perceived image of the coffee supplier, for if the customer doesn't like her "latte", she tends to blame the coffee and not the "barista". That is why customers ask: "What coffee are you using", when they like it or dislike it a lot.
What is the use of choosing and buying high grade coffee beans, taking great care in blending and roasting, only to have all that quality destroyed at the point of preparation by some kid that has no clue, because neither he or the owner/manager of the business has been properly trained or made to understand the importance of correct drink preparation techniques for better taste and proper menu design for selling more espresso based drinks?
By the way, a successful coffee bar may use 100 pounds and up per week of beans through their espresso grinder. We consistently used in our coffee bars from 125-250 pounds per week per store, and many of our direct or indirect descendants use even more! Wouldn't you love to have such accounts? Compare that to a paltry 5-30 lb accounts, which is the average for the addition of espresso to an existing food operation like a bagel/bakery shop, or even in many so called "Gourmet Coffee Shops"! The fact is that most of them could double or quadruple their espresso sales with very few changes in marketing, equipment set-up and proper barista training. Doesn't that present a great opportunity for a roaster? If you can show them how to increase their revenues and customer's satisfaction, you may win them over!
Our day long "Espresso Business Seminar" presented at our barista school in Troutdale, Oregon will show your present or prospective espresso accounts how to maximize their "Espresso Business Potential and Revenues," and therefore the sales of your coffee beans, by implementing effective "Espresso Marketing Strategies" and proper drink preparation techniques for better taste and speed of service. Some of the topics that we will cover in this day-long seminar will be:
- What to look for in a potential coffee bar location, drive-thru or a cart;
- how to design your espresso station for speed and efficiency of operation;
- how to implement an effective marketing strategy through the correct application of signs, menu, pricing and the overall "espresso image;"
- how to prepare better tasting espresso based drinks faster;
- the importance of proper grind and correct milk foaming techniques for better taste; and
Who should attend:
- how to "hook" your customers on espresso based drinks so they have a compelling reason to return to you on a daily basis.
How will your Company Benefit from this Seminar:
- Your marketing/sales team;
- your chosen espresso concept accounts operators;
- prospects that you would like to win over from your competition.
1. It will increase your company's revenues by enlarging your customer base and by added sales to your present accounts;
2. It will help your sales force to identify the most likely present accounts to benefit from a viable espresso setup, and will show them how to make the right approach;
3. It will give your sales force competitive advantage and "espresso confidence" when asked questions on how to set up an effective espresso program;
4. It will help to position your company as "the" place to go for espresso coffee, equipment and enhance your "Espresso Expertise Image" which will grow in importance as the trend expands;
5. It may prevent the defection of customers to a more "espresso friendly" competition.
Besides presenting this seminar at our school, we can also work directly with your mayor accounts in their training facilities or individual stores.
Espresso is not a fad, and it won't go away. The better your company is prepared to help your customers to sell more of it, the stronger your "espresso image" and position will become in your area of operations. Today, the customer is very fickle and his loyalty to the supplier can change overnight should another company seduce him with the promise of a better deal - or show him how to make more money with their espresso.
The cost of this one day seminar, presented in your location, is $1750 plus your travel expenses.
When you are ready to take full advantage of this espresso opportunity and develop an effective, customer centered espresso program for you and your accounts, please give us a call. We will be very pleased to talk to you and send you our references.
Alex Fisenko helped companies and individuals to develop successful espresso concepts for the last 30 years. He provided initial "espresso expertise and inspiration" to some of the biggest players in the field. Besides having opened and operated 16 espresso bars for himself, he traveled all over the world helping clients to open successful espresso bars, including South Korea, Thailand, Belgium, Saudi Arabia, Canada, and many US states. He finished a four year stint as an "Espresso Business Seminar" presenter for the Coffee Fest Organization in Seattle. Now, his wife Oksana and his son Michael are continuing on with Alex's legacy and offer all the programs Alex developed over the years.
Alex Fisenko & Assoc. Portland, OR 503-590-9423
Start-Up Coffee Business Advice
