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

1. Effective Sales Techniques for Coffee Roasters Andrew Hetzel, Cafemakers LLC and David Haddock, Coffee Hows, Inc.

2. Your business sells coffee

3. Each of us will be faced with a sales encounter sooner or later

4. Bad salesmanship loses good deals or secures bad ones

5. Understanding selling makes confident and effective salespeople

6. A systematic approach to complex sales will help you to succeed

7. Successfully executing a losing strategy is futile

8. To figure out where you're going, you need to know where you are

9. You must define your current position as a business

10. Evaluate threats and opportunities brought by change and competition

11. Define your ideal customers and objectives for those customers

12. Who is evaluating your proposal and what roles do they play?

13. An economic buyer is the only one that can say “yes”

14. Users have to live with your products or services every day

15. Technical influencers evaluate your products or services

16. Your coach is looking out for you

17. We all win or nobody does

18. In a win-win scenario, both parties are satisfied

19. In a win-lose scenario, you win at the buyer’s expense

20. In a lose-win scenario, you’re buying the business

21. In a lose-lose scenario, neither feels good about the sale

22. Uncover the situation and buyers’ perception of the situation

23. The most important sales skill you can develop is your hearing

24. All decisions are motivated by personal interests

25. If you listen, they will tell you…

26. Guide the conversation like a funnel

27. Confirm that you understand critical elements

28. Your buyers’ perception determines your approach

29. Growth buyers want more

30. Troubled buyers are fleeing pain

31. Even keel buyers are satisfied with the way things are

32. Overconfident buyers will not take action

33. Tactics: A procedure or set of maneuvers engaged in to achieve an end, an aim, or a goal.

34. Present your information effectively

35. Every supporting statement begins with acknowledgement

36. Support only benefits applicable to the buyer’s interests

37. Do not support prematurely

38. Identify any objections and respond to them accordingly

39. Skepticism requires proof

40. Misunderstandings should be acknowledged and corrected

41. Drawbacks should be acknowledged and minimized

42. Reaching your objective and securing the deal

43. Define an objective and backup objective for every sales call

44. Recognize when the sale is ready to proceed

45. Secure the objective and follow through on commitments

46. How do we do this in our own organization?

47. Wrong information + wrong buyers will not make a “right” deal

48. Treat the sales process with the same care as the roasting process

49. You can be an accomplished salesperson with practice

50. A professional sales culture will dramatically increase sales