How to Sell to Niche Markets
Selling to Espresso Shops
These days, uncertainty is the only constant for espresso shops. Don't forget that espresso shops aren't easy sales marks -- here's what you'll need to get purchase orders signed.
Most espresso shops rely on third-party vendors for equipment, supplies and other products. As such, many B2B companies build their business plans around sales to espresso shops.
With perseverance and strategy in your corner, it's possible to penetrate the market and receive an acceptable return for your efforts.
For B2B companies, sales and marketing are connected business activities. To succeed in the espresso shop industry, you'll need to gain a solid foothold with buyers. Leading sellers know how to establish and maintain a strong industry presence. Cost is a factor, but any channel that can increase your industry profile is worth considering.
Make sure you invest in a first-rate website. These days, espresso shops frequently access vendors through online channels. An investment in a high quality, user-friendly website is a must.
How to Evaluate Sales Staff
Periodic staff assessment is essential for companies that sell in this industry. Businesses that achieve significant market share hire top-end producers and routinely evaluate them against performance goals and benchmarks.
Although annual reviews may be enough for other business units, sales units should be evaluated quarterly with monthly or weekly reviews of sales totals. Training, coaching and sales incentives can be useful for improving performance and revenues. In some instances, it may be appropriate to team underperforming sales reps with reps that have more experience selling to espresso shops.
Casting a Broad Net
The first step in selling to espresso shops is to take a broad approach to the marketplace. Strategies that are isolated to the local market are not likely to succeed in an environment that leverages the benefits of long-distance sales techniques.
Although a geographic concentration may be a useful strategy for new sellers, you will eventually need to expand your territory to include prospects outside of your initial range. You can also broaden your prospect base by introducing new products and partnerships into the mix.
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