How to sell roasted coffee
The Daily Coffee Pro | #284 How To Sell More Roasted Coffee
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hello hello friends
welcome to today's episode of the daily
coffee pro by mapper forward
today we're talking about a fun subject
some people may not think of it as fun
they think of it as quite arduous
but for me this is a fun subject
we're talking about how to sell more
roasted coffee
and this is a subject that
at face value people get really
terrified of because
while they want to do it they know
that it's really tough but we can break
the process down
so that it's more approachable for you
and i'm going to talk to you about the
way that i
help my customers figure out how to do
this
a couple of things first of all if you
are somebody who's focused on supporting
the supply chain and creating a
sustainable
long-term value chain
and supply chain that works for
everybody
doing this selling more coffee is the
best way
that you can support producers and
number two
there are no shortcuts to this
process that don't cost
astronomical amounts of money
and if those shortcuts were guaranteed
to work
everybody would do them so the kinds of
shortcuts that i'm talking about
is to find influences and throw money at
them get them to talk about your
product does that work sometimes
yes it does most times
it does not
it all counts on where you find
the influences how you find the
influences and how much
clout you believe they have and they can
demonstrate that they have
so we're just gonna park that
for a moment and we're gonna talk about
you know
how do you sell more coffee more roasted
coffee
so this is not about selling more brewed
cups of coffee in a cafe this is about
how do you sell more coffee
in the middle of this pandemic for who
knows
how long now this applies to you if you
have a cafe
or if you have an online store
so provided that you have a mechanism
for selling your coffee to people
everything that we're going to talk
about in today's episode of the podcast
is going to be applicable to you and i
really want to reiterate
before we deep dive into this there are
no shortcuts
you have to go about the strategic
action execution that's required
to make this work and if you do you will
see success
that part i promise you it's just
hard to get there
that doesn't mean hard doesn't equate to
fun and this can be a lot of fun for
people
so first of all you have to understand
what you are selling you have to
understand what your product is and i
don't just mean
i have roasted coffee you have to
understand
what your brand is what your product is
and what your customer is and in order
for you to understand
all of that you have to understand what
your usp is
your unique selling proposition
now in this situation i'm going to talk
directly about
a brand that
i have directly mentored into
birthing their idea um
during the pandemic so that we can
really demonstrate to you that this
works
and this is a company called perspective
roasters
and these are two individuals
who have done the work to build grit
and to know what the journey is going to
take
one of them is reggie black who is an
artist he's a creative mind he's an
entrepreneur he's a branding specialist
and the other one
is an analyst he is an analyst
that works for the pentagon and does
an enormous amount of
data analytics and makes lots of
decisions that
affect big budgets how do you bring
those two people together
to find a unique selling proposition
that results in something that's unique
to set them out in an
industry filled with coffee roasters
and more and more of them popping up
every day
well you you speak about what you know
so at the key of what you need to do
to figure out what it is you're selling
and how to understand your product is
figure out what it is that you know
and so what do reggie and seiku the
analyst
know about this so reggie is a creative
and seiku is an analyst
and so the concept that we've come up
with is
that they are releasing a brand that is
the artist
and the analyst and they
are going to talk about coffee
and social
situations
things that are happening in society
through
from the perspective of the artist and
the analyst
now the brand potential for this is
extraordinary this could be extrapolated
into what will become a multimedia
platform
where you get access to that platform
through coffee and so a lot of the
things that will be created
around the brand
you'll need to be a subscriber to get
access to but the access will be free
once
you are a subscriber of their coffee
brand
this is a unique selling
proposition and they are playing
to what they understand and they know
and so in doing this they're able to
understand what their product is
they're able to clearly define their
brand
and they are able to figure out who
their customer
is and so who is their customer
their customer is somebody who wants to
learn about coffee who wants to
understand
different perspectives of the same
situations
they are people who
don't just want to grab a 99 cent cup of
joe
to use a usual term that people use
they want to understand things and so
immediately by identifying what their
product is
what they're really selling not just the
roasted coffee
all of it everything that's about the
brand
they're much more clearly able to define
who their customer is
then once they've done all of that and
as
i'm sure you can understand that takes a
lot of work
and a lot of that work is the sitting
down
and thinking it through of
what is the unique thing that i have to
offer and this is you know in a previous
episode we spoke about superpowers
doing this is one of my superpowers and
it's why the groups
the mastermind groups and the consulting
work so well is because
as you if you listen to the episode with
reggie on the podcast recently
in one conversation we were able to take
a look at what they were looking
at rolling out and we just hacked away
and moved everything out of the way and
got to the essence of what they were
trying to do and that took one
conversation
and from that
they ran with it like crazy
and that leads us to our next thing once
you've defined everything
you've got to have a plan figure out
all of the things that you need in order
to access your customers
so where are you going to sell your
coffee are you going to sell it on an
online store and if you're going to sell
it on an online store
that's going to inform who your
customers are going to be
let me expand on that a little bit if
you're looking to sell coffee
to your friends at
your soccer friends i'm not sure if they
use
yes they use soccer here but in most
places they use football
all right so you're going to find how to
build a coffee roasting brand
that is focused on
football and soccer fans well the best
way to start
a business like that is to go and find
those people
is the best way to find those people in
an online store or is the best way to
find those people
some other way i don't know i'm not in
that space
but your research will determine what's
the best way to get access to those
people whether it's
in a cafe that brands itself
very soccer focused so that you can
launch and then move on to an online
store
but in the middle of a pandemic the best
way
to set up a store for a coffee racing
brand
is to have an online store and then
later
if you need to have a physical place
that people can pick things up
you can set it up later same applies to
a church group
to a mother's group or
a professor's group anything you want
figure out who
the customer is and how you're going to
get access to them
and make it fun make it super
super fun for people to find your brand
and engage with it
so in the uh in the
example of perspective roasters
that's going to turn into a magazine and
a podcast and all this really cool fun
stuff
that talks about different topics and
coffee
from the perspective of an artist and an
analyst and so they'll be able to use
their podcast
and the little sound bites that they get
from that to sprinkle that across the
internet and
bring people back to their store so that
people can
buy their coffee and get a ticket into
all the other fun
stuff and the potential for that is
endless
so once you have a plan
for how you're going to execute it test
the plan go and find some people that
can
pick your plan apart people you trust
and people who don't have an agenda
for whether your success is realized or
not
some people will surprise you and not
despite how much they they love you not
want
to see other people succeed so go and
find just a couple of people
who can help you find the gaps in your
plan
plug the gaps test it
and then build it so what we find a lot
is that people have great ideas and they
don't go about the business of executing
you need to get to the point of
executing
and then the real hard work starts
one note before you do that make sure
that you price
your coffee correctly and we're going to
have in in the next episode we're going
to talk about how to do that but
please for the love of all things coffee
learn how to price your coffee and an
important part of this
is elevating your barrier to entry
into this venture by understanding
the value chain and understanding
all the expenses that are going to be
involved in you running your business
once you have figured all of that out
and you know with confidence that you're
going to sell
your product at a price that puts profit
in your pocket
then you've got to go out and
hit the ground running you've got to
knock on doors whether they're virtual
doors
um and expose your brand to people
or whether you've got to go out and
actually find a way to get your coffee
into the right people's hands i mean i
don't know how you do that
in the middle of a pandemic in the
physical world but perhaps that's the
way you need to do it
but you've got to do it what we find
with a lot of people
is that they have a beautiful
brand they have a wonderful plan
they launch their business and then they
get surprised by why nobody's showing up
well this goes to the core of how you
sell more coffee
in order to sell more coffee you've got
to go and expose your brand
to the people who will buy it and if
that's not
landing find out from them
why it's not landing what's the obstacle
that's
in the way is the product too expensive
are they finding are they getting enough
value
out of what you're offering do they
like your product do they understand
your product have you complicated it too
much
that's where the fun is for the true
business savvy person how do i solve the
problem that my customer is having
with my product so that the barrier to
entry for them
is much lower i hope this has been
helpful this
is one of my fav favorite things to talk
about
in with clients this is this is a
fun inspiring
subject where it's just so creative
and and this industry is filled with
creative
beautiful creative minds and so if
you're somebody that wants to
execute that there is many opportunities
to do that
in 2020 regardless
of what the pandemic is showing us and
if you're successful
in being able to do this you will go a
long way to helping to sustain
a troubled coffee value chain
the next episode we're going to talk
about how to price
your coffee so that you are making money
from it
okay friends peace love and peanut
butter
you
